The competitivenes of industry needs a quality of their human resources. People aspect in organization always treats as an object which should follow the rules that has made. In another fact, peoples or employee are the object that should need waiting for the treatment. The most important thing in service industry is human capital. Therefore, to achieve with more efficient and effectively, organization needs the competence person to do any kind of function.

By competency profiling, all of factors comes from board of management should be clear and can be translated as a business driver and corporate values. In terms of creating basic direction for human capital development, the company tries to change all attributes in static to be a competency attribute to catch up the competitiveness. By create in internal initiative and describe all of the core competences aspects, it has driven the corporate to develop of competency profiling. This modeling based on their design in a concept from the ethos of work, it mentioned as P I N T A R concept, and described into their mapping of core competencies by using the theory of Excellent Performance of Malcolm Balridge. This mapping process has been made as a concrete policy which should be implemented in field. So the goal for management is to focus attention on competencies that really affect competitive advantage. 

This paper used the methodology with description analysis to ensure the approach process can be related to the basic concept and elaborated to the theory based. It had designed for the company which has services as a third party logistics. Currently, the concept has embedded as part of company culture and philosophy to encourage their employee.

Keywords : competitiveness, human resources, core competence, excellent performance, competitive advantage