How Can Swot Analysis Enhance The Competitive Strategy of PT. Bogatama Yes in The Indonesian Snack Food Industry?

Abstract

PT. Bogatama Yes is a leading snack food company based in Bandung, specializing in traditional Indonesian dry snacks such as batagor kering, siomay kering, seblak kering, and cuanki kering. Facing intense competition in both local and national markets, the company conducts an annual strategic evaluation to assess its market position and business performance. In its most recent evaluation, PT. Bogatama Yes selected SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats) as the primary tool to facilitate discussions among management and drive strategic decision-making. This study explores the implementation of SWOT Analysis as a framework for identifying key internal and external factors affecting the company. Findings suggest that leveraging strengths and opportunities while addressing weaknesses and mitigating threats can significantly enhance PT. Bogatama Yes's market competitiveness. Strategic recommendations include product innovation, market expansion, and operational efficiency improvements.