Business Development Strategy of Mixue Using Swot Analysis (A Case Study At PT Zhisheng Pacific Trading)
Abstract
This study aims to develop an effective business strategy for MIXUE, an ice cream company in Indonesia, using the SWOT analysis method. The analysis results show MIXUE's strengths in product quality and innovation, weaknesses in the lack of promotion and limited funding, opportunities in expanding distribution networks and focusing on new product development, and threats in competition and fluctuating raw material prices. Based on the analysis results, SO strategy is recommended to utilize strengths to take advantage of opportunities, WO strategy to focus on new product development and promotion, ST strategy to maintain quality and seek competitive advantage, and WT strategy to reduce production costs and strengthen risk management. By implementing these strategies, MIXUE can develop its business more effectively and improve its market position in the ice cream industry in Indonesia.
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