Sosro Bottled Tea Product Marketing Strategy with SWOT Analysis in Penetrating the Global Market
Year: 2025
Type: article
Abstract: Indonesia has various local products that can compete in the global market, one of which is Teh Botol Sosro, which is the first beverage brand in Indonesia that has been widely recognized in the global market. As an iconic Indonesian beverage product, Teh Botol Sosro faces various challenges in competing internationally, such as adapting to local market preferences, strengthening the brand, and determining the right distribution channels. The focus of this study is to determine the extent to which PT. Sinar Sosro applies SWOT analysis, namely the strengths, weaknesses, opportunities, and obstacles that occur in the company. This study aims to determine and analyze and explore Teh Botol Sosro's marketing strategy in penetrating the global market, especially for new students of UM Jember in 2024. This study uses a qualitative descriptive method with a case study approach. There are 2 sources of data obtained from this study, namely primary data and secondary data. The primary data of this study are questionnaires and observations. While the secondary data of this study are in the form of industry reports, academic journals, and references in the form of articles or journals related to PT. Sinar Sosro. The object of research is new students of UM Jember in 2024. The results of this study indicate that PT. Sinar Sosro has applied SWOT analysis to its company, because SWOT analysis can help companies understand the strengths, weaknesses, opportunities, and obstacles that occur. By using SWOT analysis, PT. Sinar Sosro can increase product sales and can expand me to global marketing. As well as presenting new flavor variations to attract buying interest, especially for new students of UM Jember in 2024. Teh Botol Sosro is a brand of jasmine-flavored tea produced by PT Sinar Sosro. Teh Botol Sosro is a superior product of PT Sinar Sosro which is sold in various countries outside Indonesia.
Authors: Universitas Muhammadiyah Jember, Zaim Tsaqif Qisthi Haidi, Lady Vetarisa Maharani, Universitas Muhammadiyah Jember, Sarwan ., Universitas Muhammadiyah Jember, Revi Ayu Permana Putri, Universitas Muhammadiyah Jember, Dian Anisa Wulandary, Universitas Muhammadiyah Jember, Rusdiyanto ., Universitas Muhammadiyah Jember, Putri Lutfiana S., Universitas Muhammadiyah Jember, Rohilatul Hasanah, Universitas Muhammadiyah Jember, Hikmatul Hosdiana, Universitas Muhammadiyah Jember, Anistiana Amaliyatus S., Universitas Muhammadiyah Jember, Nurul Qomariah, Universitas Muhammadiyah Jember, Nursaid ., Universitas Muhammadiyah Jember
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4407895198