<![CDATA[Background: Access to safe drinking water continues to face global and national challenges, requiring reliable laboratory systems to ensure compliance with quality standards. In Indonesia, population growth, stricter regulatory demands, and competition among accredited laboratories highlight the need for strategic strengthening. Beyond technical competence, laboratories must improve service efficiency and digital access. In this context, digital transformation and service innovation have become critical for sustaining competitiveness, particularly for regional laboratories operating alongside private competitors. Purpose: This study aims to identify strategic internal and external factors influencing PT XYZ Laboratory’s performance, formulate development strategies using SWOT analysis, and determine priority strategies to enhance digital competitiveness and market positioning. Design/methodology/approach: A mixed-methods case-study approach was applied over four months, integrating qualitative interviews and observations with quantitative analyses using SWOT, IE Matrix, AHP, and QSPM. Data were obtained from internal experts, customer records, digital-platform analytics, competitor benchmarking, and regulatory reviews. Findings/Result: The IE Matrix positioned PT XYZ Laboratory in the Grow & Build quadrant, supported by strong accreditation, competitive pricing, and competent personnel. However, the analysis identified weaknesses in digital visibility, branding, and service responsiveness. QSPM results indicated that the highest strategic priority is the integration of digital marketing, website development, and a Laboratory Information Management System (LIMS) to enhance competitiveness and customer trust. Conclusion: PT XYZ Laboratory possesses strong internal capabilities but must accelerate digital transformation to remain competitive within an increasingly crowded market. Strengthening branding, online platforms, and technology-based monitoring systems can significantly improve service quality and strategic positioning. Originality/value (State of the art): This study provides a comprehensive strategic-management model specifically tailored for regional testing laboratories by integrating SWOT-AHP-QSPM with digital competitiveness assessment, an approach rarely applied in prior laboratory-sector research. The findings extend theoretical insights on Laboratory 4.0 readiness while offering practical guidance for policy and managerial decision-making. Keywords: strategic management, laboratory operations, SWOT-AHP-QSPM analysis, digital transformation, water-quality testing]]>
