Analysis PT. Galih Estetika Applying PESTEL, Porter’s Five Forces, SWOT: Case Study

Abstract

Sweet potato (Ipomoea batatas L) is an agricultural commodity gaining greater recognition for its versatility as a staple food item. The added value of sweet potatoes is available through processing fresh sweet potatoes into pasta, flour, paste, and other goods. In addition to food, sweet potato is used as a raw material for various textiles, glue, cosmetics, pharmaceutical, and syrup industries. PT Galih Estetika is the first sweet potato processing company in Indonesia that produces export-scale sweet potato products. This study aims to map, analyze, and formulate new alternative strategies based on three analysis tools: SWOT including TOWS, PESTEL, and Porter’s Five Forces. The method used in this research is a descriptive-qualitative method with a case study approach. Based on the research results, the current mapping of PT Galih Estetika shows the need for a new strategy. The SWOT and TOWS analysis results provide clear benchmarks for PT Galih. In addition, the PESTEL and Porter’s Five Forces Analysis provide insights into the external factors the company must be aware of when conducting business both presently and in the future. Partnering with an established brand like KEOLA Group has added brand recognition and will require their market strength to continue success in the Agro export industry.