Strategic Management Using SWOT and QSPM to Increase Crude Palm Oil Sales

Purpose: This study examines how PT Windu Nabatindo Lestari (PT WNL), a Crude Palm Oil (CPO) producer located in Pundu, Central Kalimantan, can strengthen its strategic management practices to raise CPO production and sales through a structured internal and external diagnosis.

Methodology: A qualitative case study design was applied, combining semi structured interviews and questionnaires distributed to the marketing, finance, and production departments with document analysis of company records. Internal Factor Evaluation and External Factor Evaluation matrices were constructed, positioned on the Internal External matrix, mapped onto a Strengths, Weaknesses, Opportunities, and Threats matrix, and ranked using the Quantitative Strategic Planning Matrix.

Results: The Internal Factor Evaluation score reached 3.6 and the External Factor Evaluation score reached 3.3, placing PT WNL in quadrant one of the Internal External matrix, a position associated with growth oriented strategy. The Quantitative Strategic Planning Matrix identified market penetration through improved oil extraction rate as the priority strategy, achieved by educating fresh fruit bunch harvesters and applying enzyme technology.

Conclusions: PT WNL should shift from conventional, fragmented planning toward an integrated growth strategy anchored on harvest quality and processing efficiency.

Limitations: The single case design and cross sectional data restrict generalization to other palm oil producers.

Contributions: The study offers palm oil managers and policy makers an empirically grounded, replicable strategic planning framework linking agronomic practice with corporate strategy formulation.