(Peer Review+Similarity) Product Sales Increase Strategy Through Product Diversification And Market Penetration

The growth of the F&B industry in Indonesia increases every year to reach 7 8%, even drinks can reach above 10%. This shows the high demand for beverage products. This condition which is considered to be beneficial has encouraged many players to enter the industry. So, it takes a certain strategy to win this competition. The research aims to determine a strategy that is in line with internal and external factors of the company, in this case a case study in Rindu.id. To determine the strategy carried out by SWOT analysis and IE matrix. From the results of gathering and weighting Rindu.id's internal and external environmental factors, IFE values of 2.79 and EFE of 2.5 were found. From the results of the Space Analysis matrix, this organization is in quadrant I with an aggressive strategy of market penetration and product development. The results of plotting in the IE matrix show the results of the company are in quadrant V into the category of hold and maintain also with market penetration strategies and product development. Based on the similarity of the results, the strategy chosen by the company to win the competition is to expand the market and develop new products.