The objective of this research is to find a marketing strategy using IE and SWOT matrix for company X to enable company X to perform better in the market industry. This study explains about the history of pulp and paper in Indonesia, and describe the current market situation regarding pulp and paper industry in Indonesia. In this study, researcher got the data used for the research through interview, fgd, internet, book, and company internal data. Researcher also got information from the experts who need to have at least 10 years of experience working in this field, researcher discuss about the key internal and external factor from company X, and then create IE matrix which lead to SWOT matrix and finally generate the marketing strategy that can be implemented by company X.