Strategic Competitiveness Study of Alkaline Drinking Water at Bogor, West Java

Alkaline drinking water or drinking water pH 8+ works not only to relieve thirst but also provides other health benefits. The research objective was to identify internal and external factors of alkaline drinking water products from PT. KLM, which is a drinking water company in Bogor, West Java, uses a SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis of several factors to determine PT KLM's business strategy in facing industrial competition. The results of the SWOT and IFE EFE analysis show that strengths and opportunities have a greater score than weaknesses and threats. On internal factors, strength has a score of 2.13 and weaknesses with a score of 1.99 so that the x value is 0.14. External factors, the opportunity to get a score of 2.17 and the threat of a score of 1.90, so that the y value is 0.27. Judging from the x and y points (0.14, 0.27), the position is in quadrant 1, namely aggressive growth. The implementation steps of the aggressive growth strategy are to penetrate the market, develop the market through promotional media and improve the quality of machines.