Business strategy is an action that is constantly increasing, and is carried out based on the perspective of what customers expect in the future. Thus, strategy almost always starts with what can happen rather than what happens to achieve long-term goals to be achieved and find the company's position in the industry so that the company can protect itself against competitive pressures.Several studies have analyzed the external environment using PEST analysis and Porter's five strengths and using the internal environment through business functions. Then perform a SWOT analysis and matrix it so that it can produce several alternatives in developing a business strategy.