West Java Leading Product Position: BCG Matrix Analysis

Abstract

The main objective of this paper is to map the potential of superior products in West Java, so that the results of this mapping can be used to increase knowledge and appropriate strategic planning based on product posit ions, because each position has different strategies and policies that can be carried out either by business actors, as well as the government. The analytical tool used in this research is the Boston Consulting Group (BCG) matrix, which is measured by the growth of exports and the export market share of each product in West Java using two different time points analysis so that there will be differences in changes in the position of the product being analyzed. Based on the results of the study, it shows that the position of the product in West Java is quite diverse. From the two time points analyzed, there are several products that are considered potential for economic development in West Java, one of which is rubber-based products that are consistently in the STAR position (high export growth, high market share). In addition, there are also opportunities for several West Java's superior products such as footwear and coffee and other spices to return to the STAR position as in previous years with the support of the right strategy from business actors and the local government.