<![CDATA[The bottled drinking water (AMDK) industry in Indonesia faces increasingly intense competition along with the growing public awareness of health and practical lifestyles. At present, people choose bottled drinking water to meet the body’s mineral needs, overcome dehydration, or consume it after meals. This study aims to analyze the strategic position of PT Sariguna Primatirta Tbk through its bottled drinking water brand, Cleo, and to formulate the most appropriate priority business strategy to maintain and enhance the company’s competitiveness. This study employs a descriptive qualitative approach using strategic management analysis techniques, including the External Factor Evaluation (EFE) Matrix, Internal Factor Evaluation (IFE) Matrix, Competitive Profile Matrix (CPM), SWOT Matrix, SPACE Matrix, Boston Consulting Group (BCG) Matrix, Internal–External (IE) Matrix, Grand Strategy Matrix, and Quantitative Strategic Planning Matrix (QSPM). The results of the analysis indicate that the market penetration strategy has the highest Total Attractive Score compared to other alternative strategies. These results indicate that Cleo can act more aggressively in the bottled drinking water market share. The author recommends that Cleo can collaborate with the film industry, particularly cartoon characters, to open up the children’s market segment as consumers of bottled drinking water.]]>
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