Strategic Implications of Maintenance-Driven Circularity in the Beverage Industry: A SWOT-Based Case Study

The beverage industry faces increasing pressure to adopt sustainable practices while maintaining operational efficiency, yet the strategic role of maintenance management in supporting circular economy initiatives remains underexplored. This study investigates the integration of maintenance-driven activities within circular business models, using a single-case study of a medium-sized to large Romanian beverage manufacturing plant. A maintenance-focused SWOT analysis was conducted to identify internal strengths and weaknesses-such as predictive maintenance programs, digital maintenance systems, and equipment modularity-alongside external opportunities and threats, including regulatory incentives, Industry 4.0 technologies, market demand, and skills gaps. The results were synthesized into a TOWS matrix to derive actionable strategic options, highlighting four primary directions: leveraging maintenance strengths to exploit opportunities, addressing weaknesses through external opportunities, mitigating threats via strengths, and minimizing vulnerabilities through targeted capability development. Key findings indicate that advanced predictive maintenance, combined with modular equipment and skilled personnel, can extend asset lifecycles, improve resource efficiency, and support circular outcomes. Moreover, cross-functional governance and redesigned KPIs are critical to align operational performance with sustainability objectives. The study contributes theoretically by positioning maintenance management as a strategic enabler of circular business models and empirically by providing a structured framework for translating maintenance capabilities into actionable circular strategies. These insights offer practical guidance for beverage manufacturers aiming to integrate operational reliability, digitalization, and sustainability in a coherent, evidence-based strategy.