Strategic Digital Marketing Analysis Using the SWOT Framework: A Case Study on Hisana Fried Chicken’s Competitive Growth

ENGLISH

Abstract

Abstract: The rapid advancement of digital technology has transformed marketing strategies in the culinary industry, making digital platforms essential tools for customer engagement and competitive growth. This study aims to analyze the digital marketing strategy of Hisana Fried Chicken using the SWOT (Strengths, Weaknesses, Opportunities, Threats) framework. The research employs a qualitative descriptive approach through interviews, observation of social media activities, and documentation analysis to identify internal and external factors influencing marketing performance. The SWOT results reveal that Hisana Fried Chicken possesses strong customer engagement and brand visibility on social media, yet faces internal challenges such as inconsistent branding, limited analytical skills, and dependence on third-party delivery platforms. Externally, the company benefits from the growing trend of online food delivery and social media marketing but must address threats such as market competition, changing consumer behavior, and digital platform algorithms. The study concludes that strategic alignment between internal resources and external dynamics is crucial for sustaining competitiveness. The integration of consistent branding, CRM systems, and digital literacy improvement is recommended to enhance adaptability and long-term growth in the evolving digital food industry.