SWOT Analysis as a Basis for Determining Competitive Strategy in Marketing at PT. XYZ
DOI:
https://doi.org/10.38035/sijet.v2i3.226Keywords:
SWOT, IFAS, EFAS, SPACE, Competitive StrategyAbstract
This study focuses on PT. XYZ, a food and beverage company in Surabaya, which faces intense competition and complex market dynamics. The main objective of this study is to formulate an optimal marketing strategy through identification and analysis of the company's internal and external factors. The method used is a quantitative descriptive approach with SWOT analysis, as well as the preparation of IFAS (Internal Factor Analysis Summary), EFAS (External Factor Analysis Summary), and SPACE (Strategic Position and Action Evaluation) matrices. SWOT analysis is used to identify the strengths, weaknesses, opportunities, and threats of PT. XYZ. The IFAS and EFAS matrices help evaluate internal and external factors quantitatively, while the SPACE matrix is used to determine the company's strategic position and the most appropriate strategy, whether aggressive, defensive, conservative, or competitive. The results of the study indicate that PT. XYZ needs to utilize internal strengths and market opportunities optimally, while improving weaknesses and anticipating external threats, in order to increase competitiveness and business sustainability in the food and beverage industry.
References
Agustina, P., & Ali, H. (2025). Pengaruh Kualitas Produk, Promosi dan Tempat terhadap Keunggulan Bersaing. Jurnal Manajemen dan Pemasaran Digital, 3(2), 100-107.
Andina, N., & Ali, H. (2024). Pengaruh Struktur Organisasi, Budaya Organisasi, dan Kinerja Karyawan Terhadap Strategi Perusahaan. Jurnal Siber Multi Disiplin, 2(1), 1-9.
Aulia, R. Z., & Ali, H. (2025). Pengaruh Kekuatan Organisasi, Sumber Daya Manusia dan Inovasi terhadap Strategi Kinerja Perusahaan. Jurnal Greenation Sosial dan Politik, 3(1), 1-14.
Ernawati, F. A., & Ali, H. (2024). Pengaruh Strategi Pemilihan Pasar, Diferensiasi Produk, dan Aliansi Strategis terhadap Keunggulan Bersaing. Jurnal Siber Multi Disiplin, 2(1), 10-17.
Firmansyah, P. D., & Ali, H. (2024). Pengaruh Kebijakan Lingkungan, Pengembangan Teknologi dan Kompetensi Inti terhadap Strategi Perusahaan. Jurnal Manajemen dan Pemasaran Digital, 2(2), 54-63.
Haryanto, F. F., & Ali, H. (2025). Pengaruh Teknologi, Inovasi Produk, dan Strategi Harga Terhadap Keunggulan Bersaing Perusahaan. Jurnal Greenation Ilmu Teknik, 3(1), 21-29.
Ikhsani, K., & Ali, H. (2017). Keputusan pembelian: Analisis kualitas produk, harga dan brand awareness (Studi kasus produk teh botol sosro di Giant Mall Permata Tangerang). Swot, 7(3), 523-541.
Malau, F. O., Fitri, S. H. S., Aprianti, V., & Novianti, V. (2025). Inovasi Produk sebagai Implementasi Growth Strategy untuk Meningkatkan Daya Saing Industri Kafe di Kota Bandung. Bhakti Karya dan Inovatif, 5(1), 5-15.
Mulyana, A. P., & Ali, H. (2024). Pengaruh Faktor Lokasi, Keunikan Produk, dan Pengetahuan Karyawan Terhadap Kekuatan Strategis Perusahaan Dalam Manajemen Strategis. Jurnal Kewirausahaan dan Multi Talenta, 2(2), 102-111.
Musyafa, M. A., & Ali, H. (2024). Pengaruh Lokasi pabrik, kualitas pemasaran, dan strategi bersaing terhadap Profitabilitas Perusahaan Manufaktur di Indonesia. Jurnal Siber Transportasi dan Logistik, 2(1), 20-29.
Pratama, D. R., & Ali, H. (2023). Strategi Pengembangan Pemasaran pada Coffeshop Xyz Cabang Xyz dengan Metode Analisis SWOT. Jurnal Siber Transportasi dan Logistik, 1(2), 51-61.
Putra, A. S. M., Ali, H., & Nursal, M. F. (2024). Pengaruh kualitas produk dan kualitas pelayanan terhadap keputusan pembelian melalui pembelian ulang UMKM Pecel Lele Yopi Bekasi. IJESM Indonesian Journal of Economics and Strategic Management, 2(1), 1221-1232.
Ramadhanitya, S., & Ali, H. (2025). Pengaruh Analisis Lingkungan Formulasi, Implementasi dan Strategi terhadap Keunggulan Bersaing. Jurnal Komunikasi dan Ilmu Sosial, 3(1), 11-20.
Salsabilla, P. J., & Ali, H. (2024). Pengaruh Teknologi Informasi, Kreativitas, dan Kualitas Produk terhadap Strategi Bersaing Perusahaan. Jurnal Siber Multi Disiplin, 2(1), 18-26.
Sari, V. N., & Ali, H. (2019). Perumusan Strategi Bagi Universitas Putra Indonesia Yptk Padang Untuk Meraih Keunggulan Bersaing. Jurnal Ekonomi Manajemen Sistem Informasi, 1(1), 7-16.
Shobirin, M., & Ali, H. (2019). Strategi Pengembangan Infrastruktur dalam Meningkatkan Pelayanan Penumpang di Bandar Udara Internasional Soekarno Hatta Cengkareng. Jurnal Ekonomi Manajemen Sistem Informasi, 1(2), 155-168.
Ulfa, M., & Ali, H. (2024). Faktor-faktor yang mempengaruhi Strategi Berbasis Pasar pada Kinerja Pemasaran: Orientasi Pasar, Nilai Pelanggan, & Keunggulan Bersaing.
Yeni, F., Erwin, G., & Ali, H. (2019). Analisis Strategi Pemasaran Dalam Menghadapi Persaingan Bisnis Pada Pt. Federal Internasional Finance (Fif) Group Di Kecamatan Ipuh, Kabupaten Mukomuko. Jurnal Ilmu Manajemen Terapan, 1(1), 38-54.
Zulva, A. F., & Ali, H. (2025). Pengaruh Strategi Inovasi Produk, Harga, dan Kepuasan Pelanggan terhadap Persaingan Perusahan. Jurnal Greenation Sosial dan Politik, 3(1), 24-32.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Devika Rindiani, Hapzi Ali
This work is licensed under a Creative Commons Attribution 4.0 International License.
Copyright :
Authors who publish their manuscripts in this journal agree to the following conditions:
- Copyright in each article belongs to the author.
- The author acknowledges that the Siber International Journal of Education Technology (SIJET) has the right to be the first to publish under a Creative Commons Attribution 4.0 International license (Attribution 4.0 International CC BY 4.0).
- Authors can submit articles separately, arrange the non-exclusive distribution of manuscripts that have been published in this journal to other versions (for example, sent to the author's institutional repository, publication in a book, etc.), by acknowledging that the manuscript has been published for the first time at Siber International Journal of Education Technology (SIJET).
