ANALISIS SWOT SEBAGAI STRATEGI PENINGKATAN DAYA SAING MINYAK KAYU PUTIH (STUDI PADA CV TEGAL ARUM BAROKAH)

This study aims to analyze the internal and external factors and formulate strategies to enhance the competitiveness of eucalyptus oil products at CV Tegal Arum Barokah, located in Candisari Village, Sambeng District, Lamongan Regency. The main problem addressed is the lack of effective digital marketing and promotional strategies, alongside internal management weaknesses, despite growing market opportunities and increasing industry competition. This research adopts a qualitative descriptive approach through a case study method. Data were collected via observation, in-depth interviews, questionnaires involving 75 respondents, and documentation. The data analysis used IFAS (Internal Factor Analysis Summary), EFAS (External Factor Analysis Summary), and SWOT analysis. The findings indicate that the company’s major strengths include high product quality, competitive pricing, and strong consumer trust. Its weaknesses involve limited promotional efforts, inadequate employee training, and underdeveloped production facilities. On the external side, significant opportunities lie in the growing demand for herbal products, business legality, and government support. However, threats include local competitors and climate change impacts. Based on the SWOT matrix, CV Tegal Arum Barokah is positioned in Quadrant I (aggressive strategy), indicating strong internal resources and vast external opportunities. Recommended strategies include utilizing social media for marketing, increasing production capacity, and product innovation aligned with market demands.