ANALISIS STRATEGI BISNIS PT GENTA LAMPUNG MAKMUR KOTA BENGKULU DALAM MEMPERTAHANKAN POSISI BERSAINGNYA

Abstract

This study aims to analyze the business strategies implemented by PT Genta Lampung Makmur in Bengkulu City in an effort to maintain its competitive position. PT Genta Lampung Makmur is a company engaged in Transportation, and plays an important role in the regional economy.
This Method research uses a qualitative approach. The qualitative approach was chosen because it allows researchers to gain an in-depth understanding of the business strategy analysis of PT Genta Lampung Makmur Bengkulu City in maintaining its competitive position. This approach allows for a broader exploration of the experiences and perspectives of relevant stakeholders.
The results showed that PT Genta Lampung Makmur has implemented a number of business strategies to maintain its competitive position in Bengkulu City. Aggressive marketing strategy, product diversification, and superior customer service are the main points in their strategy. In addition, effective human resource management and prudent financial policies also contribute to maintaining the company's competitiveness.
Keywords: Business Strategy Analysis, Competitive Position.