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Articles

Vol. 1 No. 9 (2026): OKTOBER : MUJAHADAH JURNAL ILMU MULTIDISIPLIN

Analisis SWOT terhadap Ekspor Rokok PT. X Ke Malaysia Tahun 2025

Submitted
October 4, 2026
Published
2026-10-01

Abstract

This study aims to conduct a SWOT analysis of PT. X’s cigarette exports to Malaysia in 2025 and to formulate appropriate export strategies based on the results of that analysis. The research method used is descriptive qualitative, with data collection techniques including interviews and documentation. Data analysis was conducted using the Miles and Huberman interactive model, which includes data reduction, data presentation, and drawing conclusions, and was reinforced with a SWOT analysis based on Wiswasta et al. The results of the study indicate that the company’s strengths lie in the unique flavor profile of its clove-based cigarettes, its ability to meet international standards, and the consistency of its export activities to Malaysia. The company’s weaknesses include dependence on shipping schedules, logistical challenges, and limitations on expansion beyond the ASEAN region. Opportunities stem from the potential of the Malaysian market for Indonesian cigarette products and the ease of trade within the ASEAN region. Meanwhile, threats arise from global tobacco industry competition, shifting consumption trends, and rising international quality standards. Based on the SWOT analysis results, PT. X is in a growth-oriented position; therefore, the recommended strategy is the Strength-Opportunity (SO) strategy, which involves leveraging product strengths to capture international market opportunities and strengthening distribution and market diversification to support the company’s cigarette export development. 

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