Strategic Decision Making Analysis in Responding to Post-Pandemic Market Dynamics: Case Study on FMCG Company (PT Indofood Sukses Makmur Tbk)

Abstract

This study aims to analyze the strategic decision-making of PT Indofood Sukses 
Makmur Tbk in responding to market dynamics post-COVID-19 pandemic. 
Focusing on product diversification, digital marketing, and supply chain 
optimization, the study adopts a descriptive approach using qualitative methods and 
secondary data. The findings reveal that Indofood has successfully adapted by 
launching health-oriented products, expanding distribution through digital 
platforms, and optimizing operational efficiency. However, challenges such as 
dependency on imported raw materials and sustainability pressures remain 
significant concerns. With appropriate strategies, Indofood has the potential to 
strengthen its position in the FMCG industry, both domestically and internationally.