Competitive Analysis Teh Botol Sosro In Indonesia’s Ready To Drink Beverage Market
Abstract
.This study aims to analyze the strategic position of Teh Botol Sosro in facing the competitive dynamics of the ready to drink beverage industry in Indonesia using the SWOT analysis approach. The research data were obtained through the identification of internal and external factors influencing the company’s performance, which were then processed using the IFAS (Internal Factor Analysis Summary) and EFAS (External Factor Analysis Summary) matrices. The results of the analysis show that the total IFAS score is 2.9, indicating that the company’s internal strengths are relatively strong, while the EFAS score of 3.1 demonstrates that the company has significant external opportunities.
This position places Teh Botol Sosro in Quadrant I of the SWOT Cartesian diagram, representing an aggressive or growth-oriented strategy. This condition implies that the company is in a favorable situation to expand its market, strengthen brand image, and enhance product innovation. Therefore, the appropriate strategy for Teh Botol Sosro is to leverage its strong brand and customer loyalty to reinforce its competitive advantage and respond to the growing trend of healthy beverage consumption in the market.
Keywords: Teh Botol Sosro, SWOT, IFAS, EFAS, aggressive strategy, strategic positioning analysis
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