Abstract
The automotive industry is one of the prospective industries to continue to be developed in order to improve product competitiveness and in turn will increase the contribution to the value of exports and economic growth. The purpose of this study was to determine the position of the automotive industry market growth rate focusing on Toyota car brands based on market growth and market share, using the BCG matrix. The unit of analysis is all car brands including the PT group. Astra International Tbk, which consists of Toyota, Daihatsu, Honda, Mitsubishi, Motors and Suzuki. The object of analysis is the number of retail car sales. This research was conducted using a quantitative approach. This research method uses descriptive research type. The method of data collection carried out in this paper is by field research methods that include library research methods. Based on the calculation of the BCG matrix to find out market growth (market growth) has been known to decline by - 3.8% from the previous year - 4.7% shows the growth of the High School market share is not satisfactory, while the calculation of relative market share in 2017 the results are 3.03 and in 2018 the results are 2.36 and based on these two results, it can be described that the position of the Toyota brand car is in the quadrant III of Cash Cows.
 Keywords: BCG Matrix, PT. Astra International, Tbk, Toyota
 
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