Strategi Penetrasi Pasar dan Pengembangan Produk Perusahaan Manufaktur Berdasarkan Analisis Multimatrix

Abstract

This study aims to analyze the most appropriate strategy for PT Maspion Group, one of the largest
manufacturing companies in Indonesia. The analysis was conducted using a multimatrix approach
including SWOT, SPACE, IE Matrix, BCG Matrix, and Grand Strategy Matrix. Based on the internal
analysis (IFE), Perusahaanhas significant strengths (score 2.77) in its strong brand, product
diversification, quality assurance, affordable prices, and extensive distribution network. Weaknesses
identified include inconsistent production technology, lack of product innovation, outdated design, and
uneven distribution in remote areas. From the external analysis (EFE), Perusahaanhas opportunities from
domestic market growth, export expansion, and digital transformation (score 2.80), but faces threats from
imported products and rapidly changing consumer preferences. The multimatrix mapping places
Perusahaanin an aggressive position and in the 'grow and build' stage. QSPM results indicate that market
penetration strategy (TAS = 8.81) is more attractive than product development (TAS = 7.69). Thus, the
main recommendation is market penetration through digital promotion, influencer collaboration, customer
loyalty programs, and expanded distribution networks, while continuing product innovation.