ANALISIS STRATEGI CV BP MUARA NAULI DALAM PERSAINGAN USAHA DIINDUSTRI JASA TRANSPORTASI WILAYAH JAKARTA-LAMPUNG

This study aims to evaluate the performance of the strategy that has been done by CV. BP MuaraNauli, by doing some analysis of the internal and external conditions. Recommendations are also given for the additional strategy to improve the competitiveness of the company. This research is a qualitative case study. The data used in this study is primary data and secondary data. There are two types of analyzes performed in this study, the external analysis of CV. BP MuaraNauli and internal analysis of CV. BP MuaraNauli. External analysis conducted relating to the transportation industry, particularly in the area of Jakarta-Lampung. External analysis is performed using several measuring devices such as Porter's Five Competitive Forces analysis and analysis of Key Success Factor (KSF). Then for internal analysis using internal analysis tools such as, Strength, Weakness, Opportunity, Threats(SWOT) analysis and Resource Based View(RBV).The results showed that the strength of a fleet owned by the company at this time is truly one of the keys to competing in the land transportation industry. However, companies must innovate in terms of variants of the service they provide, to enhance competitiveness, particularly against other modes of transport. This is due to reveal any threats or intense competition between land transport and air transport