Analisis SWOT Dalam Merumuskan Strategi Kompetitif Pada Industri Jasa Maritim: Studi Kasus Pada PT XYZ

Abstract

The maritime industry in Indonesia plays a crucial role in supporting the distribution of goods and
domestic and international mobility, in line with the increasing volume of exports, imports, and the
growth of national maritime transportation. However, companies in this sector still face various
challenges, such as intense competition, limited infrastructure, and difficulties in adapting to
technological advancements. This study aims to analyze internal and external factors at PT XYZ and
design a competitive strategy suitable for the company's long-term development. The research method
employs a descriptive qualitative approach, utilizing primary data obtained through observation and
interviews with informants. The analysis was conducted using the IFAS and EFAS matrices to determine
strengths, weaknesses, opportunities, and threats, which were then summarized through SWOT analysis.
The research results are expected to produce optimal strategies to enhance the company's
competitiveness while strengthening its contribution to national maritime development.