Analisis SWOT untuk Menentukan Strategi Kompetitif pada Perusahaan Logistik

Abstract

The logistics sector plays a strategic role in supporting the national economy and, in recent years, has shown growth that significantly surpasses Indonesia’s GDP. The continuous expansion of the logistics market has also triggered increasingly intense competition. PT Linus Trans Indonesia, established in 2019, is a logistics and freight forwarding company that provides land, sea, and air transportation services, as well as warehousing and cargo handling. To remain competitive, the company requires appropriate strategies based on internal and external conditions. This study aims to analyze the internal and external factors of PT Linus Trans Indonesia and to determine the appropriate competitive strategy to be developed using SWOT analysis. The research applies a descriptive method, with primary data collected through observation, documentation, and interviews. The results show that, based on the SWOT analysis, PT Linus Trans Indonesia is positioned in Quadrant I, meaning it is categorized under the Aggressive Strategy. Accordingly, the company is recommended to pursue aggressive growth by expanding services, innovating in technology, and building strategic networks.