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Cipta Wahana
Sentosa
Abstract
PT. Cipta Wahana Sentosa (CWS) is a company engaged in marketing management and
cigarette distributors from PT. Djarum Tbk. One of the products owned is MLD Black Series 16
which is a type of lighter cigarettes, and has several that dominate the lighter type of cigarette
market. In this study the marketing strategy analysis used is the BCG (Boston Consulting Group)
Matrix,
The BCG matrix is used to determine positioning based on the level of product growth and
relative market valuation. From the results of the analysis it was found that PT. CWS Hang in the
Question Mark position which means the company is in a weak cash flow.
Business strategy planning is needed so that PT. CWS can stay afloat and compete. This
strategy must be in accordance with the current condition of the company, so it is necessary to
understand the internal and external factors of the company. One strategy that can be used is
business strategy planning using the IE matrix by combining the SWOT method. This research
was conducted to choose a strategy that can be used as a business strategy that will be applied.
Based on the results of the EFE matrix and IFE matrix with a total score of 3.28 and 2.84, mapped
on the IE matrix, can be accessed by the position of PT. CWS Abbreviation for cell II, i.e. grow
and built. appropriate alternative strategies in this position are Intensive Strategy (Market
Development, Market Development, and Product Development) and Integrated Strategy (Forward
Integration, Forward Integration and Horizontal Integration).
Keywords : BCG (Boston Consulting Group), Multidimensional Scaling, SWOT, IFE Matrix, EFE
Matrix, IE Matrix
Tahap selanjutnya adalah Matriks IE dapat diketahui posisi PT. CWS dan strategi
(Internal External). Pada tahap ini hasil total alternatif yang digunakan selanjutnya
dari EFE dan IFE akan diposisikan pada disusun matriks SWOT, alternatif strategi
Matrix Iternal External (IE) dimana Total skor yang dihasilkan pada matriks SWOT
pada EFE akan ditempatkan pada garis didapatkan dengan menerapkan alternatif
vertikal sedangkan total IFE akan strategi pada matriks IE.
ditempatkan pada garis horizontal sehingga
HASIL DAN PEMBAHASAN
Analisis SWOT
1. Analisis Internal
Tabel 4. Matriks EFE PT. CWS Hasil analisis EFE didapatkan total
pembobotan dengan skor 3,28.