Abstract
Every company must maintain and develop the market through marketing implementation and evaluation of various product control activities. The purpose of this research is to analyze the marketing strategy for Xtra Combolite and Xtra Hotrod Special products at PT XL Axiata which is being marketed in the community. The method used is the application of the Boston Consulting Group (BCG) matrix as a marketing strategy method by classifying the company’s profit potential graphically. The findings show that the Xtra Combolite product position matrix is in the Star which is an ideal position so it needs to be maintained. Meanwhile, the Xtra Hotrod Special product position matrix is the Question Marks, so high investment is needed so that its growth prospects increase and has the potential to change its position to become the Star.
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