Abstract: Food and beverage industries in the fast moving consumer goods sector is growing rapidly in Indonesia. Effective marketing strategies are required particularly for a new company in face of intense competition from rivals. Freshbrew Mels Beverages is a newcomer in the glass packaged tea beverage industry. The aim of this study is to identify current marketing at Freshbrew Mels Beverages, analyze internal and external factors affecting the company's marketing, and develop alternative marketing strategies. This research involved comprehensive interviews of company management and an evaluation of a competitor company. By using CAP-CSP (Company Allignment Profile Competitive Setting Profile) analysis and industry competition analysis, the research showed Freshbrew Mels Beverages’ current marketing activities were inadequate in an industrial environment with competition of medium intensity. The subsequent formulation of alternative marketing strategies for Freshbrew Mels Beverages was based on a marketing mix (4P) developed using SWOT analysis and QSPM analysis, with the latter used to determine priority of the alternative strategies. This study provided Freshbrew Mels Beverages with seven alternative marketing strategies with the following priorities: 1) penetration pricing strategy; 2) product differentiation strategy; 3) event promotion strategy; 4) direct selling strategy; 5) product design strategy; 6) strategic distribution coverage; 7) non - store retailing strategy.