Market Share Growth Research Articles

Asset redeployability and the market reaction to cyberattacks

We examine how asset redeployability affects the market's response to cyberattacks. There is a robust positive relationship between the announcement returns and redeployable assets, and the correlation is stronger in firms that engage in fewer real activities manipulations and those with higher market share growth. Therefore, cyberattacks elicit a less negative response from investors when breached firms have more redeployable assets, as redeployability provides enhanced protection against adverse outcomes and higher liquidation values. Yet, breached firms that resort to asset sales to manipulate earnings face severe penalties. Our study underscores the value of cultivating redeployable assets for cyber risk mitigation.

Assessment of the Position of North Adriatic Terminals in Container Market Based on Different Indices

Background: This paper addresses the common question of how service providers compare to their competitors and what their competitive advantages are. It focuses on the North Adriatic ports of Trieste, Koper, Rijeka, Venice, and Ravenna, all members of the North Adriatic Ports Association, analyzing their position, size, competitiveness, and role in the container market. Methods: The research employs three distinct methods: market structure analysis using several concentration indices, the R method for ranking terminals, and aggregation of these indices to create a combined index for port performance. Results: Based on the rankings, indicators, the BCG matrix, and future development plans for each terminal, the ports are ranked as follows: Koper, Rijeka, Trieste, Venice, and Ravenna. Koper emerges as the leader, positioned in the high market share and strong growth category. This advantageous position allows Koper to efficiently attract traffic without requiring substantial investments. Conclusions: The contribution of the work is that the specific measure indices were applied, which were not used in the analysis of the North Adriatic container terminals until now. The research provides both a broad and detailed understanding of the position, role, and condition of each terminal. This insight enables stakeholders to take timely, strategic actions aimed at boosting productivity and traffic, ultimately improving their competitive standing.

Exploring the factors driving the sustainable consumer intentions for over-the-air updates in electric vehicles

With the development of intelligent and connected vehicles, over-the-air (OTA) updates empower cars with continuous evolution capabilities, leading to an accelerated penetration rate and steady market share growth. This research endeavors to construct a comprehensive model to understand and predict sustainable consumer intentions to purchase electric vehicles (EVs) and their inclination to pay for OTA updates for EVs. Empirical validation of the model was conducted through partial least squares structural equation modeling (PLS-SEM), using responses from 504 Chinese participants gathered through an online survey. The study demonstrates that instrumental attributes, product innovativeness, and driving experience have indirect effects on the intention to purchase both EVs and OTA updates. This indirect effect is observed through the construct of relationship quality, which includes trust and satisfaction. Moreover, satisfaction and trust are found to have significant and positive associations with purchase intentions for both EVs and OTA updates. This research offers valuable insights for policymakers and marketers seeking to promote EV purchases and OTA updates. It also contributes to the academic implication of intention and behavior in the context of sustainable transportation.

Analisis Strategi Bidang Perdagangan PT.Petrokopindo Cipta Selaras dalam Upaya Meningkatkan Performa Penjualan

The research aims to analyze the trading strategies implemented by PT. Petrokopindo Cipta Selaras to enhance sales performance. The study employs a quantitative descriptive method, utilizing data collection techniques such as interviews, observations, data processing, and documentation. The collected data is analyzed thematically to identify the strategies used by the company to improve operational performance and customer satisfaction.Based on the analysis of data from PT. Petrokopindo Cipta Selaras for the period 2021-2023, it is observed that Market Share, Market Growth, and Revenue Growth have increased based on the calculation of revenue. The results of the hypothesis test indicate that Market Share and Market Growth have a significant impact on Revenue Growth. It is expected that the research findings will provide a deep understanding of PT. Petrokopindo Cipta Selaras's ability to effectively understand and respond to consumer preferences. This understanding will serve as a foundation for formulating strategic analysis to enhance sales performance, helping the company to maintain and increase market share, and strengthen its reputation as a trusted provider of logistics solutions, trading services, and industrial needs.

How Fast-Moving Brands Can Enhance Market Share through Pricing Strategy

With the ever-changing business environment, new opportunities arise for the development of fast-moving brands. Facing fierce market competition and diversified consumer demands, fast-moving brands should fully leverage the advantages of pricing strategies, which serve as a bridge between the brand and consumers and are a key means to increase market share and achieve long-term profitability. An appropriate pricing strategy can precisely meet the needs of target consumers, create a unique brand image, and thus stand out in fierce market competition. Additionally, pricing strategies can also respond to market changes through price adjustments, maintaining brand flexibility and adaptability. However, formulating an effective pricing strategy requires consideration of multiple factors. Fast-moving brands need to deeply understand the needs and characteristics of their target market, closely monitor competitors' pricing strategies, and adjust their own pricing strategies accordingly, thereby maintaining competitiveness in the changing market environment and achieving steady growth in market share.

Balancing supply diversification and environmental impacts: A system dynamics approach to de-risk rare earths supply chain

We introduce a System Dynamics (SD) model to examine policy measures aimed at diversifying the global supply chain of rare earth elements (REEs) and reducing reliance on China. Through meticulous simulation experiments, the paper evaluates the effectiveness of individual policies and their combinations (strategies) on enhancing the Rest of the World’s (RoW) market share, minimizing environmental impacts, and meeting the burgeoning demand for Neodymium—essential for green technologies such as electric vehicles and wind turbines.Our findings reveal that direct governmental interventions, particularly those focused on expanding mining and recycling capacities, significantly bolster the RoW’s market share and decrease unmet Neodymium demand. The study also underscores the importance of environmental regulations in promoting sustainable mining practices, which, while slightly constraining market share growth, result in considerable environmental benefits. Among the evaluated strategies, one combining capacity expansion, recycling, and international cooperation emerges as the most effective, marking a substantial increase in RoW market share and a notable reduction in unmet demand.Furthermore, the paper discusses the complex trade-offs between economic development, environmental stewardship, and supply security in policy-making. It calls for a comprehensive approach that considers economic, environmental, and social factors, including public perception and regulation, in REEs mining.In conclusion, our research provides vital insights for policymakers, illustrating how simulated policy interventions can facilitate informed decision-making in the REEs market. By advocating for a balanced consideration of multiple factors, this study contributes to the discourse on sustainable supply chain management for critical minerals.

Examine the distribution strategy of Varun beverages ltd. insights and lesson from PepsiCo’s expansion in the Indian market

To analyse and understand the distribution strategy of Varun Beverages Ltd., a key PepsiCo franchisee in India, and to draw insights and lessons from PepsiCo apus’s expansion in the Indian market through this partnership. · The study aims to examine the effectiveness of Varun Beverages apos, distribution network, its focus on rural markets, utilization of innovative channels, supply chain management practices, and brand building efforts. By exploring these aspects, the study aims to offer insightful information for companies looking to enhance their distribution strategies and market penetration in India NEED FOR THE STUDY The necessity of researching Varun Beverages Ltd.'s distribution plan. is significant for various reasons. The first step is to comprehend Varun Beverages Ltd.'s distribution strategy. can offer insightful information about its operations and business model. Investors, scholars, and industry analysts interested in the company's performance and future growth prospects may find this information helpful. Second, examining a company's distribution strategy can reveal best practices and lessons discovered that other companies in the same industry can use. As an illustration, the understanding obtained from examining Varun Beverages Ltd. 's distribution strategy can be used as a model for other beverage companies that operate in comparable markets. Thirdly, researching a company's distribution strategy can assist in determining market opportunities and challenges. For example, knowing Varun Beverages Ltd.'s distribution channels. can assist in locating potential markets for the company's reach and market share growth. Analysing market trends and competitors can also assist the business in anticipating and adapting to changes in the industry.

Assessing health plan payer's budget impact of etranacogene dezaparvovec for the treatment of hemophilia B in the United States.

Etranacogene dezaparvovec is a recently approved gene therapy for people with hemophilia B (PwHB). Current standard of care is prophylaxis with factor IX (FIX) to prevent bleeding. Etranacogene dezaparvovec increases blood FIX levels such that FIX prophylaxis could be eliminated. To estimate the budgetary impact of etranacogene dezaparvovec adoption and utilization in a commercial health plan of the United States. A budget impact model was developed to evaluate the introduction of etranacogene dezaparvovec to treat severe or moderately severe hemophilia B. The model considered a hypothetical 1-million-member plan over a 5-year horizon. FIX therapy prophylaxis use was estimated based on a weighted average of relevant brands using US market share data. A scenario of etranacogene dezaparvovec adoption/utilization was compared with one without etranacogene dezaparvovec utilization. Two etranacogene dezaparvovec uptake (market share growth) analyses were performed: one with gradual uptake and alternatively assuming all eligible PwHB received etranacogene dezaparvovec in year 1. The one-time cost of etranacogene dezaparvovec was assumed to be $3.5 million. Other costs (FIX prophylaxis, disease monitoring, bleed management, and adverse events) were estimated from published literature. All costs were in 2022 US dollars. Bleed and adverse event rates were sourced from the HOPE-B trial comparing etranacogene dezaparvovec to previous FIX therapy prophylaxis. The model estimated annual and per-member per-month costs over 5 years. Secondary analyses were performed considering a 10-year horizon. In the 1-million-member health plan, an estimated 1.8 PwHB were eligible for treatment with etranacogene dezaparvovec. Gradual uptake of etranacogene dezaparvovec resulted in cumulative 5-year budget impact of $848,509 compared with a scenario without etranacogene dezaparvovec. In years 1-5, the incremental annual and per-member per-month costs ranged from $79,824 to $271,435 and from $0.007 to $0.023, respectively. In the alternative uptake analysis, etranacogene dezaparvovec became cost saving annually beginning in year 2 and cumulatively beginning in year 5, for a 5-year savings of $754,844. Secondary analyses over 10 years found both uptake analyses cost saving. Other scenarios considered did not affect results substantially. Introducing etranacogene dezaparvovec as treatment for PwHB would have a modest budget increase within 5 years after treatment but may become cost saving if all eligible PwHB were treated in year 1. Initiating PwHB on etranacogene dezaparvovec sooner may produce greater overall savings and earlier annual savings. Etranacogene dezaparvovec is a treatment option that may provide overall cost savings for US commercial health plans, which would increase as the plan size increases.

Exploring the Link between Organisational Performance Pressures and the Factors that Compromise Ethical Leadership

Purpose: This research paper explores the link between threat-appraised organizational performance pressure and factors that compromise ethical leadership. Design/Methodology/Approach: The study uses a qualitative approach, using a rank-type Delphi method and administered questionnaires to 40 academic and practitioner experts and 10 organisational leaders. The collected data was analysed through qualitative comparative analysis (QCA). Results: The findings provide empirical evidence of the detrimental impact of threat-appraised performance pressure on ethical leadership behaviour. Four themes are identified as top-ranked organisational performance pressures and factors compromising ethical leadership: market share growth pressure, pressure to present positive financial statements, pressure to achieve greater efficiency, and competitive pressure linked to several factors that compromise ethical leadership. Practical Implications: This research has practical implications for academics, ethics practitioners, policymakers, and organizations, emphasising the importance of mitigating the negative consequences of performance pressures on ethical decision-making. The research supports the development of effective measures, training programs, and ethical frameworks to navigate ethical challenges posed by performance pressures, contributing to long-term success and sustainability. Originality/Value This research contributes novel insights to the field of ethical leadership by exploring the relationship between organisational performance pressures and factors compromising ethical leadership. It fills a significant gap in empirical evidence and advances our understanding of how performance pressures can impact ethical leadership behaviour. The rigorous methodology, comprehensive analysis, and practical implications make it valuable for academics, researchers, practitioners, and policymakers. Keywords: ethical leadership, performance pressure, qualitative comparative analysis, Delphi method, dishonesty, unfairness, low moral judgement, lack of accountability

Creative Product Development Strategies in a Dunia Fantasi Ancol

This research explores creative product development strategies in Dunia Fantasi Ancol through a qualitative approach. Using qualitative research methods, this research uses observation and interview analysis. The research results reveal that Dunia Fantasi Ancol emphasizes collaboration with creative artists, in-depth market research and innovation to create unique and attractive products. Through regular meetups and creative platforms, they keep local artists, designers and creators engaged. Strict supervision throughout the production process is carried out to maintain high quality standards, and continuous adjustment to market trends and visitor feedback ensures product appeal. This strategy proved its success through increased visits, positive feedback, and growth in creative market share. This research provides in-depth insight into how Dunia Fantasi Ancol achieves success in developing its creative products.

A Cross-Country Analysis of Islamic Bank’s Performance in Malaysia and Indonesia

This study aims to examine the financial performance of Islamic banks in Indonesia and Malaysia, with a specific focus on optimizing shareholder value. The assessment includes efficiency, market share, interest rates, inflation and economic growth as crucial criteria in comprehending the success of Islamic banks in each country. The secondary data is derived from the annual reports of 25 Islamic banks in Indonesia and Malaysia, with a focus on characteristics pertaining to operational efficiency and market share. Furthermore, data is obtained from Bank Indonesia (BI) to gather statistics regarding inflation, interest rates, and GDP growth from the years 2018 to 2021. The study used panel data regression with a random effects model as the most accurate estimator. The results of the panel data regression analysis suggest that inflation has a favorable effect on return on equity (ROE), while GDP growth has a beneficial impact on return on assets (ROA). This research highlights the importance of enhancing inflation risk management and making strategic adaptations to the business plans of Islamic banks in Malaysia and Indonesia. This research enhances the scholarly comprehension of the variables affecting the efficiency of Islamic banks in diverse economic conditions.

Sustainability of the Digital Economy in Indonesia: Opportunities, Challenges and Future Development

This study aims to evaluate the challenges and opportunities arising from digital transformation and the digital economy, as well as their impact on human and physical resource development in the context of Indonesia. The methods used were a literature review and a qualitative approach. This study used secondary data obtained from academic articles published in the last 10 years. Data analysis techniques include material collection, data reduction, analysis and synthesis stages, and drawing conclusions. The results indicate that digital transformation brings economic and social opportunities. However, challenges also arise, such as digital divides among different groups, the level of human resource development, data and online system security, and taxation issues. Obstacles to be faced include slow regulatory reforms, bureaucratic complexity, government promotion in various regions, and digital infrastructure limitations. Strategic steps that need to be taken include developing appropriate policies, fostering collaboration between the public and private sectors, enhancing cybersecurity capacity, and promoting digital transformation domestically and internationally to advance national and regional economies. The key conclusion is that the main impact of the digital economy on the Indonesian economy as a whole includes market share growth, increased brand awareness, expanded customer reach, ease of business transactions, and increased product variety at competitive prices.

Operational Excellence Strategy and Firm Performance in Insurance Companies in Kenya

In Kenya, the insurance industry is one of the major sectors of the economy. The government has identified this sector as one of the components needed to stimulate and support economic growth. However, the sector faces numerous challenges. According to AIC Capital Ltd, the main challenges facing the insurance sector in Kenya are the low penetration and the high level of competition. The average level of insurance penetration in Kenya during the period 2013-2022 stood at less than 3% in an industry with approximately 56 firms. To increase penetration levels and enhance competitiveness, the insurance firms in Kenya have introduced operational excellence strategies. The aim of this study was to determine the effect of operational excellence strategy on firm performance in Insurance Companies in Kenya. Operational excellence strategy was indicated using customer-centric strategy, innovation, agility, and developmental capabilities. Firm performance was indicated using the growth of market share, growth in customer base, and penetration level. The study was anchored by the dynamic capabilities theory, the theory of economic development, and the Deming theory. The study used a descriptive research design. The target population for the study were all licensed insurance firms in Kenya. The study used a census sampling technique and sampled 44 firms. The unit of observation in the study was the managers in charge of corporate strategy and firm performance. The study sampled one hundred and sixteen managers working at the respective insurance firms. The study data was collected using closed-ended questionnaires. The study data were analysed using descriptive and inferential analysis. The study established that the firms used customer-centric strategies because the firms' activities were focused on the customers' needs and expectations. The study established that the firm was continuously innovating its products, product mix, and services to better serve the customers. The study found that the firm has measures in place that were meant to adapt it to changing circumstances, including dynamic capabilities to detect external threats, competitive, responsive techniques, continuous adjustment and adaptations, and new strategic initiatives that rapidly respond to changing circumstances. These are indicators of agility. The study established that the insurance firms had various development capabilities, including research, training programs, increasing expertise and knowledge acquisitions. The results of the inferential analysis indicated that customer-centric, innovation, agility and development capabilities strategies had positive and statistically significant effects on the performance of the insurance firms surveyed in this study.

War on Aisle 5: Casualties, National Identity, and Consumer Behavior

A growing body of research argues that external threats from the international system strengthen ethnocentrism and authoritarianism, personal values anchored in national identity. We evaluate a necessary implication of this argument, that these shifting values drive change in broader social behaviors. Our focus is revealed value change in a non-political setting: American consumers’ choice of supermarket brands that symbolize national identity. Our empirical analyses leverage US counties’ quasi-random exposure to US Iraq War casualties to identify the effects of local casualties on the weekly market share growth of “American” supermarket brands. We analyze weekly supermarket scanner data for a representative sample of over 1,100 US supermarkets and 8,000 brands. During 2003-2006, the weekly market share of American brands grew relative to non-American brands in casualty-exposed supermarkets. Variation in share growth across customer demographics is consistent with reactions to external threat. We rule out alternative mechanisms including partisan cues, other product characteristics, and animosity towards other countries. These findings strengthen IR’s theoretical microfoundations by showing that international politics can reshape values enough to change broader social behaviors.

EFFECT OF FINANCIAL INCLUSION ON GROWTH OF SMALL AND MEDIUM ENTERPRISES IN PAKISTAN THROUGH MODERATING EFFECT OF SHARIAH-COMPLIANT FINANCING

The key objective of this study is to check the impact of financial inclusion on the SME's growth by taking Shariah-compliant financing as a moderator. The sample has been based on cluster sampling, the sample comprised the SMEs operating in nine major cities of Pakistan and its size is 600 in total. Structural equation modeling has been employed on the responses of the respondents through SmartPLS4. The direct results shows that the impact of financial inclusion is positive and significant on dimensions of the SME's sales growth and workforce growth, while insignificant on profit growth and market share growth. Similarly, Shariah-Compliant Financing impacts Market Share Growth and Sales Growth positively and are statistically significant, while insignificant effect on profit growth and workforce growth. Indirect results, Shariah-Compliant Financing is moderating between Financial Inclusion and dimensions of the SMEs growth has a positive and significant effect on market share growth and sales growth. The Shariah-compliant financing could be increased by adopting effective strategies and financial knowledge. The financial institutions campaign an awareness program about the products and services offered for SME sectors, rules and regulations of loans, and loan documentation and provide financial literacy to them.

EFFECT OF ENVIRONMENTAL MARKETING ON CHANGE IN MARKET SHARE: MODERATED MEDIATION OF INTERNAL GREEN MARKETING ORIENTATION AND STRATEGIC GREEN MARKETING ORIENTATION

The study is conducted to examine the influence of environmental marketing on changes in market share. Specifically, it aims to explore the intricate functions of internal green marketing orientation and strategic green marketing orientation as possible moderated mediators. Based on the expanding domain of green marketing and sustainable business practices, this study suggests that the impact of environmental marketing on market share is contingent upon a firms internal green marketing orientation. Furthermore, the efficacy of this mediation is dependent on the firms strategic stance towards green marketing. The study applies regression modelling to examine the claimed links, using a sample of 150 enterprises across various industries. The findings suggest that organisations that possess a strong internal green marketing orientation see an upward trend in terms of market share. The aforementioned findings highlight the significance of incorporating internal and strategic green marketing strategies with environmental marketing endeavours. In order to optimise market share growth through environmental marketing, it is crucial for organisations to establish a comprehensive alignment between their internal operations and strategic green initiatives. This research provides significant insights for managers and marketers who seek to utilise environmental activities as a means to gain a competitive edge in the market. It emphasises the need of adopting a unified and internally coherent strategy to green marketing. KEYWORDS: Environmental marketing, Internal green marketing orientation, Strategic green marketing orientation, Market share, Sustainable business practices, Competitive advantage

Konceptualni model ključnih prediktora i konsekvenci satisfakcije potrošača

Satisfied customers represent an important resource for a company. So far research has shown that customer satisfaction has an impact on the return on investment, the growth of the company's market share, and shareholder value. The importance of research on customer satisfaction is seen in the fact that it most often leads to loyalty, which represents an important prerequisite to a company's long-term profitability. In line with the significance of these two concepts in companies' success, the topics of this research are the determinants of customer satisfaction and the relationship between satisfaction and loyalty. The goal of the research is the identification of key variables and the measurement of their respective impact on customer satisfaction. An adapted expectancy-disconfirmation model was used for the identification of key determinants. Satisfaction was viewed as a function of customer expectations and perceived product performance, and an additional component, the company's image. This research was carried out on the territory of the Republic of Serbia through an online survey. The obtained conclusions can help companies in Serbia to better the quality of provided services, with the end goal being achieving an agreeable level of customer satisfaction and loyalty, and with it, higher profitability.

Formulating Strategy Through Boston Consulting Group Matrix In The Tourism Industry

The existence of the Covid-19 virus impacts daily activities carried out by humans, not only killing the human body but also economic growth throughout the region. One of the sectors affected by the Covid-19 pandemic is tourism, for example, in the Magelang City area, precisely in Kyai Langgeng Park. Kyai Langgeng Park has experienced a decline since the arrival of the Covid-19 virus, and it has impacted the surrounding economy and company income. This paper aims to determine market share and industry growth that needs to be developed through the BCG matrix analysis tool. This research uses quantitative methods from the results of BCG matrix analysis. It takes secondary data from the number of tourists according to tourism objects in Magelang City in 2016-2020, which are sourced from the Youth, Sports, and Tourism Office of Magelang City. The results of this study indicate that Kyai Langgeng Park is in the cash cow quadrant due to sales growth of -71.26% and a relative market share of 0.534. The results of this study are expected to help Taman Kyai Langgeng develop and improve its business strategy to survive in the era of increasingly fierce industrial competition.

Marketing strategy of goods of everyday demand of catering enterprises

The aim of the article. In the competitive struggle, in order to survive, companies should pay great attention to marketing and sales. The economic activity of the enterprise is doomed to failure if it lacks knowledge about the patterns of product promotion, market capacity, activity of competitors, the state of supply and demand, and changes in customer needs. Information about the state of the economy and the effectiveness of market mechanisms - competition, pricing, supply and demand, taxes, money, and other processes significantly changes the order of functioning of economic systems. Therefore, it is important for the enterprise to have a mobile system for studying the market, which would promptly and adequately respond to the constant change in circumstances. The purpose of the article is to research marketing strategies for the promotion of goods in daily demand of public catering enterprises in conditions of increased competition. The results of the analyses. The key groups of customers of the public catering enterprise "AromaKava" were studied. The following groups are distinguished: 1) women and men aged 16 to 23, with incomplete higher education, who live on their parents' money or have a part-time job with a salary of about UAH 5,000. month; 2) women and men between the ages of 23 and 35, who have a permanent job and earn more than UAH 10,000 per month, can have a child; 3) women and men aged 35 to 55, who have a permanent job 5/2 with an income of UAH 16,000 or more, have a family. A matrix of segments was developed based on age, income, taste preferences, demographic, behavioral, social, psychographic factors. The specifics of customers by time of day are highlighted. The type of competition in the market of coffee shops was studied and the behavior of the main competitors - "Frans.ua", "Lviv croissants", "BrownCup" was analyzed. A comparison of impressions about the establishment and consumer opinions about the taste of the products was made. The advantages and disadvantages of the investigated enterprise and competitors are determined. The market share and market growth rate of each of the enterprises are highlighted, as well as the features of the relationship between the product and the consumer. Competitive differentiation strategies are proposed for each of the target audiences: differentiation of goods, prices, image, personnel, which will ensure greater orientation towards increasing competitiveness in the market; focused on establishing a connection between the product and the consumer and will consider. Developed measures for the implementation of marketing strategies and expected results from them. Conclusions and direction for further research. The result of this work is that in the process of work: a matrix of segments for consumers of "AromaKava" was developed, which made it possible to determine the optimal ratio of the "ideal structure" of the matrix of segments; an analysis of the industry and the competitive environment was carried out, which involved determining the company's position on the market, comparing the company in question with its competitors and determining the main provisions of the business, dividing the company's competitors according to the criterion of marketing danger; differentiation strategies were selected for each segment of the enterprise, which made it possible to overcome weaknesses and reduce risk in relation to competitors; led to finding an individual approach to purchase attraction for each segment; developed a marketing strategy for the development of the enterprise in each of the segments and a plan of marketing activities for the implementation of the marketing strategy, which contributed to the development of the brand, formed awareness of the company, increased competitive advantages and strengthened trust in the company among consumers. In further studies, it is planned to investigate the specifics of the use of digital marketing tools, which are gaining total distribution, in the activities of public catering enterprises.

ANALISIS MATRIKS BOSTON CONSULTING GROUP (BCG) PADA STRATEGI RETAIL SALES MOBIL MEREK TOYOTA DALAM UPAYA MERAIH KEUNGGULAN BERSAING DI GRUP PT. ASTRA INTERNATIONAL TBK

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