Currently, the Indonesian government is focusing on the recovery and development of a more advanced, independent and modern agricultural sector. This provides an opportunity for PD. ASH Jaya to develop its business. Therefore, PD.ASH Jaya requires the right business strategy to be able to develop its business.
This study aims to analyze the company's internal and external factors, and formulate alternative strategies based on external and internal conditions and formulate the appropriate strategy for the company using the QSPM Matrix.
The method used in this study is a combination method consisting of qualitative and quantitative descriptive, where quantitative is used to facilitate qualitative. Strategy formulation using IFE, EFE, IE Matrix and QSPM Matrix.
The results showed the IFE Matrix score is 2.71 and EFE Matrix score is 2.91, when the score input to IE matrix, the score indicating that PD. ASH Jaya’s position in IE matrix is in cell 5 which is hold and maintain strategy. The strategy for hold and maintain is market penetration with developing the market by branding for the products and assign the patents for brand and logo, then do product marketing by advertising on tv or internet such as social media in order to dominate the market and compete with similar companies and product development with create new or better products. And the result of QSPM, for market penetration is 6.52, while for product development is 5.94. Viewed from the highest score the priority strategy is market penetration with total score 6.52.
Keywords: Rice, EFE, IFE, IE, QSPM