This study aims to analyse and evaluate the Unique Selling Proposition (USP) and marketing strategies implemented by PT MSI, a company engaged in the food and beverage industry. The research explores how a company's USP affects a brand's position in the market and its appeal to consumers. In addition, the study also discusses the marketing strategies used by companies to strengthen their USP and create a competitive advantage. The research methods used include qualitative analysis, with data obtained from in-depth interviews, consumer surveys, and literature studies. The results show that a strong USP, supported by an effective marketing strategy, contributes significantly to the growth and sustainability of PT MSI business. These findings provide valuable insights for companies to develop more innovative and adaptive marketing strategies in the future.