UD. Kopral is a business entity engaged in the plastic production industry. The selection of appropriate marketing strategies will greatly assist the company in competing and excelling. The objective of this research is to develop a SWOT strategy, identify the measurement strategy, and determine alternative strategic objectives based on the QSPM for UD. Kopral. The research aims to understand the type of SWOT strategy and assess turnover. The methods used include SWOT and QSPM. The use of the SWOT Matrix is justified by its ability to quickly, effectively, and efficiently identify opportunities relevant to development, decision-making, and the expansion of the organization's vision and mission. QSPM is an instrument used to conduct an objective assessment of various alternative options. The result of this research is that the strategy employed is turnover, which is located in quadrant III. The strategy in quadrant III is the Weakness-Opportunity (WO) strategy.