Swot analysis to determine competitive strategies at PT Pelni (persero) Surabaya branch

Abstract

Amidst the continuous evolution of technology and the escalating trends in marketing strategies, transportation companies such as PT Pelni Surabaya Branch must remain innovative and creative to uphold their competitiveness. PT Pelni has encountered revenue fluctuations with a tendency to stagnate, prompting the need for strategic interventions to enhance income. The research methodology employed in this study is descriptive, utilizing secondary data and observational findings. Data analysis methods encompass IFAS, EFAS, and SWOT analyses. The research findings indicate that internal factors have a weighted score of 2.625, while external factors have a weighted score of 2.375, suggesting promising business prospects. Based on the analysis, PT Pelni (Persero) falls within the first quadrant, specifically the aggressive strategy quadrant. The aggressive quadrant signifies a favorable situation (Muhammad, 2018), wherein PT Pelni effectively harnesses its strengths to capitalize on all available opportunities.