<![CDATA[Business competition in the textile and clothing industry is getting tighter. Many competitors cause companies in that field to experience a decrease in sales. This study intends to formulate a business strategy using the SWOT analysis tool so that companies know what must be maintained and improved in increasing sales to excel in business competition. This study uses a qualitative method with a case study approach. The findings from the study used the QSPM matrix analysis. There are 3 priorities for the formulation of a new strategy, namely a field research strategy, a strategy for evaluating and analysing market trends, and increasing digital marketing. The implications obtained by the company are increasing market demand, developing markets, and being able to compete with competitors.]]>
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