ANALISIS SWOT PT EPSON INDONESIA

Abstract

ABSTRACT

This study aims to analyze the strategic position of PT Epson Indonesia using a SWOT (Strengths, Weaknesses, Opportunities, Threats) approach. As a subsidiary of Japan’s Seiko Epson Corporation, PT Epson Indonesia possesses strong competitive advantages such as innovative technology (EcoTank), global brand reputation, and an extensive distribution network. However, the company also faces significant challenges, including increasing competition from both local and international brands, shifts in consumer behavior due to digitalization, and fluctuations in foreign exchange rates. This research employs a descriptive qualitative method with a case study approach. Data were collected through literature review, internal documents, and the construction of SWOT, IFE (Internal Factor Evaluation), and EFE (External Factor Evaluation) matrices. The analysis reveals that while Epson’s internal strengths support its growth, adaptive external strategies are required to capitalize on market opportunities and mitigate threats. Recommended strategies include product diversification into projectors, scanners, and industrial robots; strengthening digital presence through e-commerce and online services; and adjusting pricing with bundled offers to remain competitive. 

Keywords: SWOT, business strategy, PT Epson Indonesia, innovation, sustainability, digitalization.

ABSTRAK

Penelitian ini bertujuan untuk menganalisis posisi strategis PT Epson Indonesia menggunakan pendekatan SWOT (Strengths, Weaknesses, Opportunities, Threats). Sebagai bagian dari Seiko Epson Corporation Jepang, PT Epson Indonesia memiliki keunggulan kompetitif melalui teknologi inovatif seperti EcoTank, reputasi merek global, dan jaringan distribusi yang luas. Namun, perusahaan juga menghadapi sejumlah tantangan signifikan, seperti persaingan dari produsen lokal dan global, perubahan perilaku konsumen akibat digitalisasi, serta fluktuasi nilai tukar mata uang asing. Penelitian ini menggunakan metode deskriptif kualitatif dengan pendekatan studi kasus. Data dikumpulkan melalui telaah literatur, dokumen internal, serta penyusunan Matriks SWOT, IFE (Internal Factor Evaluation), dan EFE (External Factor Evaluation). Hasil analisis menunjukkan bahwa kekuatan internal Epson mendukung pertumbuhan perusahaan, tetapi perlu ditunjang dengan strategi eksternal yang adaptif untuk memanfaatkan peluang pasar dan mengatasi ancaman. Strategi yang direkomendasikan meliputi diversifikasi produk ke sektor proyektor, scanner, dan robot industri; penguatan kehadiran digital melalui e-commerce dan layanan daring; serta penyesuaian harga dan penawaran bundling agar lebih kompetitif. 

Kata Kunci: SWOT, strategi bisnis, PT Epson Indonesia, inovasi, keberlanjutan, digitalisasi.