ANALISIS STRATEGI PEMASARAN PADA LOUISON BAKERY MENGGUNAKAN METODE BOSTON CONSULTING GROUP (BCG) DAN SWOT

This study aims to analyze the marketing strategy of Louison Bakery, one of the Micro, Small, and Medium Enterprises (MSMEs) engaged in the culinary sector, using the Boston Consulting Group (BCG) and SWOT methods. The main problem faced is sales stagnation during 2024 due to suboptimal marketing strategies. The SWOT method is used to identify the company’s internal and external factors, while the BCG analysis is applied to determine product positions based on relative market share and market growth rate. Research data were obtained through interviews, field observations, and sales documentation. The analysis results show that Louison Bakery’s main strengths lie in affordable prices, a strategic location, and good product quality, while its weaknesses include limited promotion and the lack of integrated online delivery services. Based on the BCG analysis, Louison Bakery is positioned in the Question Mark quadrant, indicating the need for development strategies to increase market share. The recommended strategy is the W–O (Weakness–Opportunity) strategy, focusing on enhancing digital promotion, expanding distribution networks, and innovating products to broaden the market. The study concludes that integrating SWOT and BCG strategies is essential in determining the direction of effective and sustainable business development for MSMEs.