<![CDATA[Pasaraya Bintan 21, as one of the main shopping centers in Tanjungpinang, faces various challenges in maintaining competitiveness amidst the increasingly intense retail industry competition. This study aims to analyze the condition of Pasaraya Bintan 21 using the Strengths, Weaknesses, Opportunities, and Threats (SWOT) method to identify internal and external factors affecting its success. Data were collected through interviews, observations, and document analysis. The analysis revealed that the supermarket's strategic location and diverse product range are its main strengths, while operational technology limitations and reliance on local customers are significant weaknesses. Opportunities include e-commerce adoption and partnerships with local delivery services, whereas the primary threats stem from competition with modern supermarkets. The study concludes that digitalization and the development of unique signature products are critical strategies to enhance Pasaraya Bintan 21's competitiveness.]]>
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