Analysis of Marketing Strategy of PT Sucofindo (Persero) Tbk in Increasing the Market Share of Calibration Services in Indonesia

Sosidah Sosidah; Achmad Tarmizi; Andreas Cahya U.R P Saragih; Selamet Riyadi; Ahmad Rojikun

Authors

Sosidah Sosidah Doctoral Program in Management Science, Faculty of Economics and Business, Universitas Budi Luhur
Achmad Tarmizi Doctoral Program in Management Science, Faculty of Economics and Business, Universitas Budi Luhur
Andreas Cahya U.R P Saragih Doctoral Program in Management Science, Faculty of Economics and Business, Universitas Budi Luhur
Selamet Riyadi Doctoral Program in Management Science, Faculty of Economics and Business, Universitas Budi Luhur
Ahmad Rojikun Doctoral Program in Management Science, Faculty of Economics and Business, Universitas Budi Luhur

Keywords:

Marketing Strategy, Calibration Services, SWOT Analysis

Abstract

This study aims to analyze the marketing strategy of PT Sucofindo (Persero) Tbk in increasing the market share of calibration services in Indonesia. As a state-owned enterprise operating in testing, inspection, and certification, Sucofindo must adapt to competitive market dynamics while maintaining service quality and institutional credibility. The research employs a qualitative-descriptive method supported by SWOT analysis and the Internal and External Factor Evaluation (IFE–EFE) matrices. The findings indicate that the company possesses significant internal strengths, such as nationally accredited services, competent human resources, and broad service coverage. Externally, the growing need for ISO-compliant calibration creates favorable opportunities. The IFE–EFE results show that Sucofindo is in a strong strategic position to expand its market. However, weaknesses such as limited digital marketing and the absence of loyalty programs need to be addressed. The study concludes that strategic alignment with market trends, coupled with continuous innovation, is essential to sustaining competitive advantage.

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