Abstract :

: Rest Area play an important role in the road network as they offer drivers of small and heavy vehicles as well as passengers to rest or the opportunity to pray, use restroom, buy drink or food. Al-Mahdiyyiin rest area located in Limbangan Jalan Raya Bandung – Tasikmalaya Number 17. People who come to this are mostly going towards garut, Ciamis, Tasikmalaya, Pangandaran, East Java and central Java. This rest area has an of more than 1,1 hectares. The facility there is a large parking lot, clean mosque, Sundanese restaurant, coffee shop, guesthouse lodging, multipurpose building and toilet. The purpose of this research is to formulate a business strategy for Al-Mahdiyyiin rest area in orde to accelerate its business growth. Determining the right new business strategy for Al-Mahdiyyiin requires external and internal analysis that can be used as a basis that can lead to a goal. VRIO used in this study to internal resources and PESTEL analysis for understand external factor. To find right strategy, SWOT and TOWS analyses were used to help company determine an effective business strategy. The analysis resulted in a differentiation strategy that can optimise Al-Madiyyiin’s resources such as procuring new facilities and tenants, improving service quality and redesigning the layout of Al-Mahdiyyiin rest area.

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Keywords :

Business Strategy, differentiation strategy., Internal and External Analysis, Rest Area, SWOT and TOWS.

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