ANALISIS RISIKO PADA PT. AJI BAKUH ANUGRAH MENGGUNAKAN MATRIKS SPACE

This study aims to analyze the risks faced by PT. Aji Bakuh Anugrah using a fishbone diagram and the Strategic Position and Action Evaluation (SPACE) Matrix to determine the strategic position based on four main dimensions, namely financial strength, industry strength, environmental stability, and competitive advantage. Meanwhile, to analyze the risks in the company using a fishbone diagram. This study uses a qualitative approach with data collection techniques through interviews, observations, and documentation using the triangulation data analysis method. The results of the analysis show that PT. Aji Bakuh Anugrah is in the aggressive quadrant of the SPACE matrix, which indicates the appropriate strategy to be implemented to manage risk and increase the company's competitiveness consisting of market penetration, market development and product development. Identification of external and internal risk factors helps in designing a more effective strategy for the company that is in accordance with the conditions faced. By understanding the company's strategic position through the SPACE Matrix, this study provides strategic recommendations that can help PT. Aji Bakuh Anugrah in facing business challenges and optimizing the company's growth potential.