Strategies to Increase Market Share for Histopathological Equipment Products (Brand Sakura): Case Study in a Sole Agent Company

Anton Sukoco, Yusak Anshori, Ana Toni Roby Candra Yudha


The purpose of this research is to evaluate marketing strategies that directly touch market leaders with to get marketing strategies to increase market share and become a market leader. This research uses qualitative and quantitative approaches. The analysis used was a descriptive analysis using the SWOT analysis instrument accompanied by IFAS and EFAS calculations. Data sources and types of research data consist of primary data and secondary data. Primary data were obtained from the results of focus group discussions, in-depth interviews, and questionnaires. Whereas secondary data was obtained from financial reports and relevant articles and literature. The results of the strategy enrichment using the SWOT analysis on the quantitative approach obtained that the company's position is in quadrant 3 namely WO quadrant with coordinates (-0.63; +1.47) so companies should implement a turnaround strategy, ie change their marketing strategy from direct hit to market leaders by improving after-sales service, improving the quality of their products, brand equity, support from top management and placing units in the Teaching Hospital. This research can provide practitioners with an overview in making strategic marketing decisions.


the market challenger, SWOT analysis, Internal Factor Analysis (IFAS), Eksternal Factor Analysis (EFAS), marketing strategy

Full Text:



K. K. R. Indonesia, "Pusat data dan informasi kementerian kesehatan RI,"

[Online]. [Accessed Monday November 2019].

K. K. R. Indonesia, "Peraturan Menteri Kesehatan Republik Indonesia No. 56 Tahun 2014," Kementerian Kesehatan Republik Indonesia, 2014. [Online]. Available: [Accessed Monday November 2019].

Kotler, Philip and K. L. Keller, Pearson marketing management 14e,

Pearson: Pearson Education Limited, 2016.

R. HM, "Analisis SWOT dalam Menentukan Strategi Pemasaran Udang

Beku PT. Mustika Mina Nusa Aurora Tarakan, Kalimantan Utara,"

Jurnal Galung Tropika, vol. 4, no. 1, pp. 60-67, 2015.

I. Sulaeman, "Kualitas Pelayanan dan Strategi Marketing Terhadap

Kepuasan Pada Suria City Hotel Bandung," Jurnal Lentera Bisnis,

vol. 5, no. 2, pp. 77-103, 2016.

D. F. Zafar, "The Art of Strategic Management – a key success in

corporate sector," European Journal of Research and Reflection in

Management Science, vol. 1, no. 1, pp. 15-24, 2013.

A. D. GS, R. Dewi, Khusniyah and N. Qomariah, "Internal Factor Effect

in forming the success of Small Business," SINERGI, vol. 10, no. 1, pp.

-21, 2020.

I. C. Osita and I. O. R, "Organization’s stability and productivity the role

of SWOT analysis an acronym for strenght, weakness, oppurtunities and

threat," International Journal of Innovative and Applied Research, vol. 2,

no. 9, pp. 23-32, 2014.

Ilyas and S. Zuhri, "Marketing Strategy Determination by SWOT and

ANP Approaches on Aceh Songket Small-Medium Enterprises,"

International Journal of Conceptions on Computing and Information

Technology, vol. 6, no. 1, pp. 8-13, 2018.

S. M. Khoiroh, "Optimalisasi Pengembangan Kampung Industri Batik

Tulis Daerah berdasarkan Mapping Value Chain," in Seminar dan

Konferensi Nasional IDEC 2017, Surakarta, 2017.

A. Refaie and S. E, "Integration of SWOT and ANP for effective strategic planning in the cosmetic industry," Advances in Production Engineering & Management, vol. 11, no. 1, pp. 49-58, 2016.

Z. Zivkovic and D. Nikolic, "Analytical Network Process in the Frame

work of SWOT Analysis for Strategic Decision Making (Case Study:

Technical Faculty in Bor, University of Belgrade, Serbia)," Acta

Polytechnica Hungarica, vol. 12, no. 7, pp. 199-216, 2015.

F. Rangkuti, Teknik Membedah Kasus Bisnis Analisis SWOT, Cara

Perhitungan Bobot, Rating, dan OCAL, Jakarta: PT Gramedia Pustaka

Utama, 2017.

H. Brege and D. Kindstrom, "Exploring proactive market strategies,"

Industrial Marketing Management, vol. 1, no. 1, pp. 1-14, 2019.

De Mortel, Kevin and T. Crispeels, "International university-university

technology transfer: Strategic management framework," Technological

Forecasting and Social Change, vol. 135, no. 1, pp. 145-155, 2018.

T. L. Wheelen and D. H. J, Strategic Management and Business Policy

Toward Global Sustainability Thirteenth Edition, 2015.

R. P Stephen and M. Coulter, Manajemen, Jakarta: Erlangga, 2014.

Pearce and Robinson, Management Strategik, Jakarta: Salemba Empat,

H. H. Chang and W. C. Huang, "Application of a Quantification SWOT

Analytical Method," Mathematical and Computer Modelling, vol. 43, no.2,

pp. 158-169, 2006.

T. Sammut-Bonnici and D. Galea, "SWOT Analysis," Willey Encyclopedia

of Management, vol. 1, no. 1, pp. 1-8, 2015.

B. Phadermrod, R. M. Crowder and G. B. Wills, "Importance-Performance

Analysis based SWOT analysis," International Journal of Information

management, vol. 44, no. 1, pp. 194-203, 2019.



  • There are currently no refbacks.

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.



Program Studi Magister Management

Economic and Business Faculty
Universitas DR Soetomo Surabaya
Semolowaru No. 84
SURABAYA, Jawa Timur
Phone. (031) 5926116/Fax (031) 59338935
E-mail: [email protected]

Situs Jurnal :

Creative Commons License
SINERGI is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

	web stats View My Stats