FORMULASI STRATEGI BERSAING PT. BINTANG SAMUDRA UTAMA DALAM INDUSTRI PELAYARAN

COMPETITIVE STRATEGY FORMULATION OF PT. BINTANG SAMUDRA UTAMA IN SHIPPING INDUSTRY By: ABDULLAH ABSTRACT This thesis discussed the external and internal environment conditions of PT. Bintang Samudra Utama in the shipping industry. The method used in this study is the case study method (Observational Case Study) with qualitative approach that combines in-out qualitative and quantitative data. Using a SWOT analysis (Strength, Weakness, Opportunity and Thread) and the result entered into quantitative data with QSPM (Quantitative Strategic Planning Matrix), the chosen strategy by PT. Bintang Samudra Utama is market penetration with increasing services to the Principals. The purpose of this research is in order that PT. Bintang Samudra Utama can determine the right strategy to compete with the resources available in the company so that it can survive in the industry. Keywords: Competitive Strategy, SWOT Analysis, QSPM, Key Succes Facto