Research · 04/12
SWOT Analysis
Objective
Evaluate Pedasaurus' internal strengths and weaknesses alongside external opportunities and threats to develop an effective digital marketing strategy and improve business competitiveness.
Scope of work
- 01Identified internal strengths and weaknesses.
- 02Analyzed market opportunities and industry trends.
- 03Evaluated competitive threats and market challenges.
- 04Assessed consumer behavior and digital marketing opportunities.
- 05Developed strategic recommendations based on SWOT findings.
The work
Strengths8
- product guarantee (refund if not up to standard)
- unique, memorable dinosaur logo
- brand name differs from competitors
- quality raw materials
- affordable for all segments
- wet and dry basreng variants
- strong potential for digital marketing and viral content
- can expand into many products (mie lidi, makaroni, seblak, sambal, etc.)
Weaknesses7
- new brand, not yet known
- no loyal community yet
- limited promotion budget
- few customer testimonials
- incomplete certifications (halal, PIRT, BPOM) for larger growth
- dependence on certain raw-material suppliers
- limited production capacity as a new MSME
Opportunities6
- Indonesians have a strong snacking ("ngemil") culture (about 2.7–3.15 times per day per surveys)
- most Indonesians like spicy food
- growth of TikTok Shop, Shopee, and Instagram eases MSME marketing
- spicy products can go viral via challenges and food reviews
- basreng can serve as a cracker alternative alongside meals
- wide market segments, from students to workers
Threats7
- many MSME competitors with similar products
- rise of healthy and low-oil food trends
- raw-material price fluctuations (chili, cooking oil, flour)
- marketplace price wars
- competitors may copy products and flavor concepts
- social media algorithm changes may affect promotional reach
- dependence on spicy-food trends that may change
Source slide
Result
Identified Pedasaurus' competitive advantages and key improvement areas, providing strategic insights to enhance brand awareness, optimize digital marketing initiatives, and strengthen the brand's position in the competitive snack industry.