Analisis Strategi Pemasaran Dengan Model Boston Consulting Group Pada Badan Usaha Milik Desa (BUMDes) Gunung Mulia Grenden Puger Periode 2016-2019

The purpose of this study was to determine the position of BUMDes Gunung Mulia, Grenden village, Puger sub-district on the BCG Matrix (Boston Consulting Group) and to formulate the right strategy for BUMDes Gunung Mulia. The method used in this research is descriptive quantitative. The data collection technique is documentation. The data analysis technique used is to calculate the market growth rate and relative market share from the Boston Consulting Group (BCG) Matrix. The calculation result of the Boston Consulting Group Matrix which is owned by BUMDes Gunung Mulia is that the company is in the Question Marks position where this position has high market growth but has a low market share. As it is known that the sales market growth rate at BUMDes Gunung Mulia is 19%, which means that BUMDes Gunung Mulia has a high market growth, and it is known that the relative market share of BUMDes Gunung Mulia in 2019 is 0.8 <1 which means it shows BUMDes Gunung. Mulia has a lower market share than BUMDes Dana Asri Sejahtera because its relative market share value is less than one. Thus BUMDes Gunung Mulia can formulate a strategy, namely a build or build strategy, decide whether to strengthen this division by carrying out an intensive strategy.


Keywords: Boston Consulting Group (BCG) and Strategic Planning