摘要：This study analyzed PT PQR's external conditions and strategic factors that arose, analyzed PT PQR's internal conditions, formulated alternative strategies for PT PQR, and determined strategic priorities for PT PQR. The strategic planning phase began with an external analysis that developed with a PEST analysis and Porter's Five Forces. Later on, we performed an internal analysis. The strategic business planning performed I-E and TOWS matrices and the Quantitative Strategic Planning Matrix (QSPM). The external analysis results identified growth, customer loyalty, and ATPM competition as opportunities, while exchange rate fluctuations, import policies, and newcomer meetings were the challenges. The internal analysis results found product quality, competitive selling prices, and production capacity as the strengths, while low productivity, workplace accidents, and the quality of human resources were identified as weaknesses. The IE matrix combined IFE value of 2,346 and EFE value of 2,178 to position PT PQR in quadrant V. Therefore, the strategy was to hold and maintain. The eight alternative strategies for PT PQR were product development strategy, market development, improvement in production management, HR development, Quality management implementation, development of higher capacity machines, inventory management, and improvement of Production Operation Standards (SOP). Market development strategies with new ATPM market development and product development strategies with diversified furniture products were two priority strategies that were complemented by short and long term action plans in implementing these strategies.
