Business Strategy Planning at PT Kurniawan Sejati Sejahtera

Business Strategy Planning at PT Kurniawan Sejati Sejahtera is carried out in response to the increasingly fierce market competition in the bottled water industry. In recent years, the company has experienced fluctuations and downward trends in sales, underscoring the need for a more adaptive and competitive business strategy to sustain growth and strengthen its market position. In addition, the bottled water industry in Indonesia continues to grow rapidly, with many companies and brands competing in the same market segment, further intensifying competitive pressures. This research aims to identify the company's internal and external factors as the basis for strategy formulation, develop appropriate and effective business strategies, determine strategic priorities in the face of market competition, and map the relationship between business strategy and business processes. The methods used in this study include Value Chain Analysis to identify internal factors, Porter's Five Forces Analysis to analyze external factors, SWOT Analysis to formulate alternative strategies, and Multi-Attribute Utility Theory (MAUT) to determine strategic priorities. The results of the study show that priority strategies include maintaining the current product price while maintaining quality, increasing promotional activities through radio, social media, and endorsement services, maintaining good and mutually beneficial relationships with suppliers, choosing backup drivers, providing discounts or bonuses for regular customers, actively seeking partnership programs, continuing to develop attractive packaging design innovations,  and expanding distribution channels for convenience stores. At the end of this study, a strategic map that connects business processes with goals is developed to support the implementation of effective strategies.