Marketing Strategy Analysis of FILMA Cooking Oil Products (PT Sinar Mas Agro Resources & Technology Tbk) Using the SWOT Method
Abstract
This study aims to analyze the marketing strategy of Filma cooking oil, produced by PT SMART Tbk, using a SWOT analysis approach supplemented by IFAS and EFAS calculations. Increasing competition in the national cooking oil industry requires companies to strengthen marketing strategies based on internal strengths and market opportunities. The results indicate that Filma falls into the aggressive strategy quadrant (Growth Strategy) with an IFAS score of 1.35 and an EFAS score of 1.20. Recommended strategies focus on market penetration, quality differentiation, digital marketing intensification, and distribution network expansion.
Keywords: EFAS, IFAS, Filma, Marketing Strategy, PT SMART Tbk, SWOT.
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HUMANIS (Humanities, Management and Science Proceedings) is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.
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