<![CDATA[Demand fluctuations during the low season pose a strategic challenge for PT. XYZ because they result in the underutilization of its Air Conditioner assembly capacity and increase the risk of operational inefficiency. This study identifies the company’s internal and external conditions, determines its strategic position, formulates alternative courses of action, and establishes priority strategies for addressing seasonal declines in demand. A descriptive qualitative-quantitative approach was employed through a case study design. Data were collected from 30 respondents selected through purposive sampling using questionnaires, interviews, observations, and documentation. The data were subsequently analyzed using the IFAS, EFAS, Internal-External, SWOT, and Quantitative Strategic Planning Matrix methods. The analysis produced an IFAS score of 2.669 and an EFAS score of 2.494, positioning the company in Cell V under the hold-and-maintain category. The QSPM analysis identified the development of non-AC assembly lines as the highest-priority strategy, with an STAS value of 6.165, followed by export market penetration, ISO 9001:2015-based differentiation, and stronger digital promotion. These findings indicate that production diversification and measured market development can improve capacity utilization, strengthen competitiveness, and enhance organizational resilience against demand fluctuations.]]>
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