STRATEGY TO INCREASE THE COMPETITIVENESS OF SPBU 54601114 COMPETITIVENESS / COMPETITIVENESS (CASE STUDY OF SPBU SUMBER KURNIA MANDIRI IN BALAS KLUMPRIK SURABAYA SOUTH)

Abstract

Gas stations have become an important tool for the community at this time, this is due to public demand for fuel oil (BBM) which continues to increase from year to year. The increasing needs of the community for fuel have made rapid growth in gas stations, giving rise to business competition. This study aims to describe the conditions of the competitive environment faced and the competitiveness strategy carried out by SPBU 54601114. The method used is descriptive qualitative research object at SPBU 54601114. Data were collected through interviews with collection techniques using triangulation. Data analysis used the SWOT analysis technique by identifying the IFAS and EFAS matrices. The results found that (1) Sumber Kurnia Mandiri gas station management has carried out business functions which include planning, organizing, actuating, and controlling; (2) The company has adequate capabilities and experience related to the gas station business, has regular customers who always use the company's services, and has cooperation with several business actors in various industries; (3) Based on the results of the SWOT Analysis the company needs to diversify its product sales items; (4) thus it can be conveyed that the business development strategy plan is more emphasized on the market development of the business diversification item.