Track: Industrial Management
Abstract
The main purpose of this research paper is to analyse PT Asuransi Astra Buana adopted strategy. The study was conducted based on an interview with the Vice President Marketing and reviewing secondary data in the form of numerical data and statistics annual report. This paper has shown that cost leadership strategy can result in a great performance meanwhile differentiation strategy benefited also for sustainable companies. In this paper, authors use Porter's Generic Strategies which are distinguished by three categories; cost leadership, differentiation strategy and focus strategy. This study shows that one or two strategies can be implemented in one company to achieve competitive advantage.