STRATEGY DEVELOPMENT THROUGH SWOT ANALYSIS IN OFFSHORE INDUSTRY

Abstract

The offshore industry, particularly in the vessel chartering sector, continues to expand in line with the growing development of offshore infrastructure and oil and gas exploration. Despite this growth, limited studies have examined how Indonesian offshore support vessel (OSV) companies formulate strategies to strengthen their competitiveness. This study aims to analyze the strengths, weaknesses, opportunities, and threats (SWOT) of PT Pelayaran Nasional Ekalya Purnamasari Tbk (PT ELPI) and to propose strategies that enhance its position in the offshore industry. A mixed methods approach was applied, combining qualitative interviews with quantitative analysis through the Internal Factor Analysis Summary (IFAS) and External Factor Analysis Summary (EFAS) matrices. The results indicate that PT ELPI holds a strong position with internal and external coordinates of 1.56 and 0.80, respectively, placing the company in Quadrant I (Aggressive) of the SWOT matrix. This finding suggests that PT ELPI should implement Strength - Opportunity (S-O) strategies oriented toward growth. Recommended strategies include international market expansion, product innovation, and business diversification, enabling the company to leverage its internal strengths and seize external opportunities to reinforce competitiveness in the global offshore market.