Analysis of Competitive Strategies For “Segarrr” Fresh Pineapple Juice in Indonesia

This research aims to analyze the competitive position and formulate a competitive strategy for Segarrr Pineapple Juice Drink produced by PT. Putra Jaya Nanas in facing the dynamics of competition in the fruit-based beverage industry in Indonesia. The theoretical foundation uses Porter's Competitive Advantage Theory which emphasizes differentiation, cost leadership, and focus as well as the Resource-Based View (RBV) perspective, which assesses competitive advantage based on valuable, scarce, hard-to-replicate, and organized resources (VRIO). The research approach used is a mixed methods approach by combining in-depth interviews, questionnaire dissemination, and secondary data from company documents. The analysis was conducted using SWOT, IFAS–EFAS, Industrial Attractiveness Matrix (MDTI), and Boston Consulting Group (BCG). The results showed an IFAS value of 3.10 and EFAS 3.40, which put the company on an aggressive strategy. IE results are in cell I, BCG places the product in the Star quadrant, and MDTI shows industry attractiveness of 3.40 as well as business strength of 3.10, indicating optimal conditions for growth strategies. The research findings show that the company has advantages such as the quality of local raw materials, the image of natural products, and strong partnerships with farmers. External opportunities in the form of healthy living trends and government support strengthen the company's potential to increase market penetration. Based on the results of the analysis, the main recommended strategies include continuous differentiation, distribution expansion, product innovation, and strengthening digital marketing to strengthen our competitive position in a sustainable manner.