Abstract
This study aims to analyze and formulate an effective strategy in increasing the competitiveness of the coconut oil industry in PT XYZ. In the midst of increasingly fierce competition, PT XYZ needs to implement the right strategy to maintain and expand its market share. This study uses a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis approach to identify internal and external factors that affect the company's competitiveness. In addition, Porter's analysis of five strengths was also used to understand the industry dynamics and competitive position of PT XYZ. The results of the study show that PT XYZ must focus on improving production efficiency, diversifying products, improving quality, and expanding its distribution network to strengthen its position in the global market. The proposed strategy recommendations include product innovation, improving quality standards, and strengthening the company's branding.
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