Strategy Analysis of Business Development Through the Competitive Positioning Analysis Method in the Laboratory of Perum Jasa Tirta II

Abstract

This study aims to identify the business development strategy of the Perum Jasa Tirta II Laboratory and formulate a company strategy in positioning itself in the market through competitive positioning analysis. This research method is descriptive qualitative using data sources derived from primary and secondary data, data collection methods derived from observations and interviews. The analysis results were tested using source triangulation with SWOT analysis using EFAS and IFAS. From the research results, it was found that the Perum Jasa Tirta II  Laboratory  is in the position of WO (Weakness-Opportunity) where there are opportunities that can be used to develop a business, but on the internal side the company faces problems due to weaknesses in the company, so the strategic direction of the Public Corporation Laboratory is Jasa Tirta II is a ‘Turn Around Strategy’ which requires management to constantly make improvements and refinement of internal problems in order to provide support for long-term business development. To achieve this, the development strategy carried out is to change the marketing strategy by reviewing it by analyzing existing opportunities, for example increasing marketing with social media, adding and increasing workforce skills to face new competitors, increasing product development innovation and maintaining quality. products and updated analysis technology.