STRATEGI PENGEMBANGAN USAHA AIR MINUM DALAM KEMASAN (Studi Kasus PT. Govinda Tirta, Nyanglan Bangli)

This study aimed (1) to analyze the internal and external conditions of PT. Govinda Tirta, (2) to develop and recommend business development strategies and (3) to finding the priority strategies of PT. Govinda Tirta. The analysis of Business Development Strategies used a matrix of Strength, Weakness, Opportunities and Threats (SWOT), supported by the analysis of quantitative uses a matrix of External Factor Evaluation (EFE), Internal Factor Evaluation (IFE), Internal External (IE) and Quantitative Strategic Planning Matrix (QSPM). The results showed that the weighting and rating value of IFE matrix was 3.2 indicated strong positions and EFE Matrix was 3.29 indicated a strong ability. In IE matrix, the strategy that must be done was to grow and develop a strategy, which consists f an intensive strategies (market penetration, market development and product development), and integrative strategies (backward integration, forward integration and horizontal integration). There were 8 alternative strategies that can be structured to develop businesses of PT. Govinda Tirta. The highest Total Atractive Score value of alternative strategies was promoting with IT based. Keywords: Business Development Strategies, Bottled Water, PT. Govinda Tirta, SWOT, QSPM