MARKETING STRATEGY ANALYSIS BASED ON THE BOSTON CONSULTING GROUP (BCG) MATRIX AT THE BONDOWOSO BRANCH OF THE KUMON TUTORING INSTITUTE

Abstract

This research will focus on analyzing in knowing more about the position and growth of the KUMON
Bondowoso tutoring institution by implementing the BCG (Boston Consulting Group) Analysis. The research was
conducted at KUMON Bondowoso Branch, precisely on MT Haryono Street No 69 Bondowoso, carried out in April
2021.
The TPP (Market Growth Rate) calculation result shows a value of 3.89% and this means that LBB Kumon
Bondowoso has a fairly high market growth. The value of relative market share or PPR is 1.01 greater than 1, this
indicates that LBB Kumon Bondowoso has a relatively larger market share than LBB Neutron Bondowoso.
Based on this quadrant position, the Kumon Bondowoso tutoring institution can apply a hold strategy in
other words to defend. This strategy focuses on maintaining product quality, in this case it is a form of quality service
and remains excellent. Of course, investment must also be made to maintain the excellent service quality so that in
the future it can still be able to maintain existing advantages and can be more stable in facing competitors or similar
businesses. as well as expanding the marketing network.
Keywords : Strategy; Marketing; BCG; Kumon; Bondowoso.