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ABSTRACT:

Indonesia has various local products that can compete in the global market, one of which is Teh Botol Sosro, which is the first beverage brand in Indonesia that has been widely recognized in the global market. As an iconic Indonesian beverage product, Teh Botol Sosro faces various challenges in competing internationally, such as adapting to local market preferences, strengthening the brand, and determining the right distribution channels. The focus of this study is to determine the extent to which PT. Sinar Sosro applies SWOT analysis, namely the strengths, weaknesses, opportunities, and obstacles that occur in the company. This study aims to determine and analyze and explore Teh Botol Sosro's marketing strategy in penetrating the global market, especially for new students of UM Jember in 2024. This study uses a qualitative descriptive method with a case study approach. There are 2 sources of data obtained from this study, namely primary data and secondary data. The primary data of this study are questionnaires and observations. While the secondary data of this study are in the form of industry reports, academic journals, and references in the form of articles or journals related to PT. Sinar Sosro. The object of research is new students of UM Jember in 2024. The results of this study indicate that PT. Sinar Sosro has applied SWOT analysis to its company, because SWOT analysis can help companies understand the strengths, weaknesses, opportunities, and obstacles that occur. By using SWOT analysis, PT. Sinar Sosro can increase product sales and can expand me to global marketing. As well as presenting new flavor variations to attract buying interest, especially for new students of UM Jember in 2024. Teh Botol Sosro is a brand of jasmine-flavored tea produced by PT Sinar Sosro. Teh Botol Sosro is a superior product of PT Sinar Sosro which is sold in various countries outside Indonesia.

KEYWORDS:

marketing strategy, global market, cultural adaptation, SWOT.

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