<![CDATA[This study focuses on PT. XYZ, a food and beverage company in Surabaya, which faces intense competition and complex market dynamics. The main objective of this study is to formulate an optimal marketing strategy through identification and analysis of the company's internal and external factors. The method used is a quantitative descriptive approach with SWOT analysis, as well as the preparation of IFAS (Internal Factor Analysis Summary), EFAS (External Factor Analysis Summary), and SPACE (Strategic Position and Action Evaluation) matrices. SWOT analysis is used to identify the strengths, weaknesses, opportunities, and threats of PT. XYZ. The IFAS and EFAS matrices help evaluate internal and external factors quantitatively, while the SPACE matrix is used to determine the company's strategic position and the most appropriate strategy, whether aggressive, defensive, conservative, or competitive. The results of the study indicate that PT. XYZ needs to utilize internal strengths and market opportunities optimally, while improving weaknesses and anticipating external threats, in order to increase competitiveness and business sustainability in the food and beverage industry.]]>
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