Analisis Strategi Pemasaran Roti Mandiri Dengan Pendekatan Metode Boston Consulting Group (BCG), SWOT Dan Benchmarking

CV . Mandiri is a company engaged in the bakery industry in Wonogiri . The amount of competition in the same field in the town of Wonogiri lead to competition in the bread industry is very tight , and therefore the problems faced by CV . Independent marketing system should be able to overcome. Dihasiakan the products must be able to compete with a competitor's product in the marketing area . Boston Consulting Group ( BCG ) method is used to prepare a business plan , market growth and relative market share . Then, knowing the position of the industry growth rate ( Market Growth Rate) by looking at Boston Cnsulting Group BCG matrix . Benchmarking is the process of measuring and comparing over business processes to obtain information that helps improve the performance of the company . SWOT is used to identify the internal factors and ektsernal of the company , then analyzes what strategies are appropriate for use in the company .Analysis Bosnton Consulting Group calculations tingkt market growth of 12 % and market share relative to a rival company 0,34.matrik BCG CV . Mandiri is in a position Question Mark . Benchmarking shows CV . Mandiri has an advantage in terms of cheap and affordable prices , but need improvement in terms of packaging needs improvement in order to be more interested knsumen and add value to the consumer . SWOT analysis identifying the internal of external factors on the CV . Mandiri . Based on the calculation of the power factor analysis of IFAs have a score of 1.891 while the total 2,583 0,692 weakness , opportunity analysis External factors 1.653 0.901 Total 2.554 whereas threats . Calculation of matrix strengths - 1.199 weaknesses , opportunities - threats 0.752 , a position the company in the Cartesian diagram is at Quadrant I Aggressive Strategy by performing development strategy (Growth )