<![CDATA[General Background: Customer segmentation and data-driven analysis are important for understanding purchasing patterns and identifying sales potential in competitive food service markets. Specific Background: PT. Sukanda Djaya manages several healthy brands, including Biokul, Jungle Juice, Home Brand Diamond, Oatside, and V-Soy, whose sales patterns require further analysis across customer segments. Knowledge Gap: Previous studies discussed K-Means clustering mainly for data grouping, while the present study combines customer segmentation with RFM, Decision Tree, and SWOT analysis to connect analytical findings with business strategy. Aims: This study aims to analyze customer segmentation and healthy brand sales potential at PT. Sukanda Djaya using K-Means Clustering, RFM, Decision Tree, and SWOT analysis. Results: The clustering results for 2020–2024 produced silhouette scores ranging from 0.94 to 0.96, indicating high clustering quality. F Novelty: The study integrates data mining-based customer segmentation with strategic SWOT analysis to connect customer characteristics, brand positioning, and business strategy. Implications: The findings provide a data-driven basis for identifying high-value customers, developing healthy brands, strengthening market positioning, and formulating strategies according to customer cluster characteristics. Key Findings Financial potential served as the primary classification factor, supported by billing quantity in distinguishing customer contribution. Diamond maintained a dominant position across most customer groups, while Oatside and V-Soy encountered competitive pressure in several segments. SWOT integration placed PT. Sukanda Djaya in Quadrant I, connecting internal strengths and external opportunities with market development strategies. Keywords : Customer Segmentation, K-Means Clustering, RFM Analysis, Healthy Brand, SWOT Analysis]]>
