<![CDATA[The increasingly dynamic competition in the food and beverage industry requires companies to develop appropriate strategies to maintain and grow their businesses. PT Amanah Prima Indonesia is a company engaged in the production of fresh fruit juice and faces competition through changes in consumer preferences, product innovation, and marketing developments. This study aims to analyze the implementation of offensive and defensive strategies at PT Amanah Prima Indonesia in facing business competition. This research uses a descriptive qualitative approach through interviews, observations, documentation, and literature studies. SWOT analysis is applied to identify the company's internal and external conditions as a basis for strategy formulation. Offensive strategies focus on market development, product innovation, and marketing improvement, while defensive strategies emphasize customer retention, product quality, and maintaining market position. The preliminary conclusion indicates that the integrated implementation of offensive and defensive strategies can help the company utilize market opportunities while responding to competitive threats in a more structured manner.]]>
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