Strategi Keunggulan Bersaing Berkelanjutan pada Perusahaan Otobus Restu Jawa Timur. (Suistainable Competitive Advantage Strategy at Autobus Restu Company East Java)

Apriyanti, Apriyanti (2022) Strategi Keunggulan Bersaing Berkelanjutan pada Perusahaan Otobus Restu Jawa Timur. (Suistainable Competitive Advantage Strategy at Autobus Restu Company East Java). Doctoral thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study aims to determine the formulation of a sustainable competitive advantage strategy in PO RESTU. This research was conducted using SWOT analysis through aspects of environmental strategy, marketing strategy, human resource strategy and financial strategy. This research is a qualitative research. Primary data in the form of direct interviews are used to analyze aspects of the environmental strategy, marketing strategy, and human resource strategy. While the financial strategy uses secondary data. Respondents in this study were operational managers, finance managers, HR managers, office staff, crew and customers. The results of this study indicate that the company's strategic environment has several competitors that must be considered, from the marketing strategy by increasing promotions, while from the human resource strategy to further improving skills and the overall financial strategy is in quite good condition. Through a SWOT analysis approach, the resulting value of IFAS is 1.25, EFAS is 1.37, so the IE matrix directs the position to implementing a growth and stability strategy in quadrant 1, which means the company is in a fairly aggressive growth position. The point is that companies must be more active in determining sustainable competitive strategies. From the results of the analysis, a sustainable competitive advantage strategy can be obtained which can be achieved by doing: 1) product innovation by developing something that exists and creating something new continuously 2) the ability to respond quickly to changing market conditions. 3) Implement good organizational culture So that with a sustainable competitive advantage strategy, the company is able to survive long enough as a leader in the world of bus transportation services in East Java KEYWORDS: sustainable competitive advantage, strategic environment, marketing strategy, human resource strategy, financial strategy, SWOT, product innovation, market change, organizational culture

Item Type: Thesis (Doctoral)
Uncontrolled Keywords: sustainable competitive advantage, strategic environment, marketing strategy, human resource strategy, financial strategy, SWOT, product innovation, market change, organizational culture
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HE Transportation and Communications
Divisions: Fakultas Ekonomi dan Bisnis > Doktor Ilmu Ekonomi
Depositing User: 1271800007 apriyanti apriyanti
Date Deposited: 26 Sep 2022 12:28
Last Modified: 26 Oct 2022 07:53
URI: http://repository.untag-sby.ac.id/id/eprint/20154

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