ANALISIS MATRIKS BOSTON CONSULTING GRUP (BCG) PADA SEPEDA MOTOR HONDA

(Studi Kasus Pada PT. Astra Honda Motor Tahun 2022 – 2024)

Abstract

This study aims to analyze the position of PT Astra Honda Motor (AHM) in the Indonesian motorcycle industry using the Boston Consulting Group (BCG) Matrix. The analysis was conducted to determine the company’s market growth rate and relative market share as the basis for formulating business strategies. The research employed a descriptive quantitative method using secondary data in the form of motorcycle sales figures for 2023 and 2024. The results indicate that PT AHM’s motorcycle sales market growth rate reached 18.43%, which falls into the high category. In addition, Honda’s relative market share compared to its main competitor, Yamaha, was greater than one, amounting to 3.8 times in 2023 and increasing to 3.9 times in 2024. Based on the BCG Matrix analysis, PT AHM’s position in both years falls into the Star quadrant, characterized by high market growth and high market share. This position indicates that PT AHM is a market leader with strong profit potential but still requires significant investment to maintain its competitive advantage. The recommended strategy is to maintain the Star position through improving product quality, technological innovation, strengthening after-sales services, and expanding distribution and marketing networks. With appropriate strategies, the company is expected to sustain market dominance and potentially evolve into a Cash Cow in the future.