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Advances in technology is growing in line with the progress of time. Various new technologies found to help alleviate human labor in various ways, for example in the field of communications (mobile brands). Mobile brand in Indonesia is quite a lot. Of many mobile brands available Competitive claims it happened very rapidly with increasing quality and quality can trigger the transition from one product to another that could result in decreased market share. Objectives to be achieved by the researchers in the study was to determine the market share of each brand of mobile phones by using game theory to determine the strategy and SWOT mobile product marketing. Game Theory and SWOT analysis to determine appropriate marketing strategy. With mobile phone manufacturers hope to maintain and increase the volume of sales of its products so as to achieve the desired market share. Processing and analysis of the results of both game theory and SWOT analysis and game theory that results on the application of strategic planning SWOT matrix Blackberry Internal External positions are the coordinates (0.25; 2.49), Nokia are the coordinates of (0.02, 1 , 61), Samsung are the coordinates (0.04; 1.29) means that the position is in column I, which shows Blackberry, Nokia and Samsung should implement growth strategies. From the analysis of strategic positioning Blackberry, Nokia and Samsung are located in quadrant I, which means that Blackberry, Nokia and Samsung support the aggressive strategies that can take advantage of existing opportunities. While Blackberry's market share could rise again, but not only that produces Blackberry mobile strategy, Nokia, and Samsung was a strategy used to offset the strategy of the Blackberry mobile phone. After processing by using game theory obtained using the Blackberry mobile advertising strategy, Nokia uses price and advertising strategies, and Samsung using advertising strategies. With a percentage of 8.75% ad strategy for the pricing strategy of 15%. Keywords: Market Share, Game Theory, and Marketing Strategy

ANALISIS TEORI PERMAINAN DAN SWOT UNTUK PENENTUAN STRATEGI PEMASARAN HANDPHONE (STUDY KASUS DI SIDOARJO)