Analysis of PT Borneo Enterprisindo Strategy to Increase Competitiveness in the Event Organizer Industry to Achieve Competitive Advantage

Abstract

PT. Borneo Enterprisindo is a subsidiary of Kaltim Post Group which is owned by Jawa Pos. This company provides event organizing and event production services. This research is crucial due to the important role event organizers play in the modern economy, especially in the entertainment sector. The purpose of this research is to conduct an in-depth analysis of PT. Borneo Enterprisindo using strategic analysis tools such as IFE, EFE, IE, SPACE, and Grand Strategy. The research method used is descriptive qualitative, using direct interviews with relevant sources to collect information and secondary data is used to complement necessary data. The analysis result shows that PT. Borneo Enterprisindo has internal strength, but still needs to improve some weaknesses in asset management and long-term capital development. Despite being in a great position externally, the company must be able to consider the risk involved. Based on the IFE and EFE matrix, the company will need to optimize its potential. According to the SPACE and Grand Strategy, the company is in the appropriate position to implement diversification strategy, product development, and market penetration. Hence, with the right strategy, PT. Borneo Enterprisindo can strengthen its position in the market and achieve stable growth.