ECONOMIC MANAGERIAL ANALYSIS AND SWOT–TOWS-BASED BUSINESS STRATEGY FORMULATION IN THE INDONESIAN FAST-MOVING CONSUMER GOOD INDUSTRY: A CASE STUDY OF PT UNILEVER INDONESIA Tbk

Abstract

The Indonesian Fast-Moving Consumer Goods (FMCG) industry has been facing increasing competitive pressure due to macroeconomic volatility, shifting consumer behaviour, and rapid digital transformation. This study aims to examine the economic managerial condition of PT Unilever Indonesia Tbk and to formulate strategic business alternatives using the SWOT and TOWS analytical frameworks. A descriptive qualitative approach supported by secondary quantitative data is employed, utilizing annual reports, financial statements, and industry publications from 2020–2024. The findings indicate that strong brand equity, extensive distribution networks, and continuous product innovation remain the company’s primary strengths. However, declining profitability, rising operational costs, and dependence on imported raw materials pose significant strategic challenges. The TOWS matrix suggests that strengthening local supply chains, accelerating sustainable innovation, and optimizing digital marketing capabilities are critical for maintaining long-term competitiveness. This paper contributes to managerial economics and strategic management literature by providing empirical evidence from a leading FMCG firm operating in an emerging market context.