Marketing Strategy for Indonesian Herbal Drink Targeting Generation Z: A SWOT and QSPM Analysis

The relatively low interest and consumption of herbal drinks among Generation Z, and the limited market penetration of the focal small enterprise in this segment, underscores the need for a more targeted marketing strategy. This study aims to (1) identify and analyze the internal and external factors that influence the small enterprise’s marketing efforts toward Generation Z, (2) determine its strategic position, and (3) formulate and prioritize suitable marketing strategies. Internal conditions were assessed using the 7P marketing mix within the Internal Factor Evaluation (IFE) Matrix, while external conditions were analyzed using the PESTEL framework within the External Factor Evaluation (EFE) Matrix. The results show that the small enterprise obtained an IFE score of 2.902 and an EFE score of 2.891, placing it in Quadrant V of the Internal–External (IE) Matrix, which indicates a hold and maintain position. This position suggests that market penetration and product development are the most relevant strategic directions. Based on Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis, eight alternative marketing strategies were developed. The Quantitative Strategic Planning Matrix (QSPM) indicates that the top priority strategy is omnichannel marketing integration through offline activation (product sampling) and digital conversion, which achieved the highest Total Attractiveness Score (TAS) of 5.075. This strategy emphasizes direct product trial experiences to reduce stigma toward herbal drinks among Generation Z and subsequently encourages purchases through the enterprise’s digital channels.