This study aims to measure the performance of Sritex through financial performance measurement methods using profitability analysis (Net Profit Margin, Return on Equity, and Return on Assets) to see a representation of the
company's performance in recent years, but also accompanied by the actual condition of the company. Seen from several sources of articles on the internet to harmonize and conclude the company's performance so far. The output of
this research is a formulation of a new business strategy that can be used to improve the company's performance to achieve above-average returns as well as strong competitiveness at the global level. Based on the calculation, it is
known that the Net Profit Margin, Return on Asset and Return on Equity tend to decrease every year. Therefore, several new proposed strategies have been formulated. These include implementing a cost leadership strategy in the
company's exports, diversifying its business and product differentiation. Cut production costs by building or acquiring subsidiaries to produce their own raw materials. And do mass production so that the logistics costs will be cut by itself.
Keywords
Business Strategy, Performance Measurement, SWOT Analysis, Profitability Ratio Analysis, Textile Industry