Rini Setiawati Primary Author Peppy Fachrial Additional Author Ria Widiarti Additional Author

The purpose of this study is to determine internal, external factors and strategy formulation in increasing sales of the company's General Cargo commodities. PT Citilink Indonesia created a new concept called Cargo Service Center (CSC), which is a regular cargo sales channel with a com-patible and accessible counter concept. By using the SWOT analysis method the results are obtained, the company is in the first position before Lion Air and Air Asia (CPM matrix) and IE Matrix shows the company's position in cell V that is hold and maintain or stabilize, with a total factor score internal strategy (2.45) and total external strategy (2.78), the com-pany's position is illustrated in quadrant II. The results of the IE, SWOT 4-K and BCG matrix analysis have two Alternative Strategies, namely: Market Penetration and Product Development. In the QSPM Matrix us-ing the Product Development strategy, the strategy of adding commodity types gets a total attractiveness value of (5.66) as priority I followed by a strategy of increasing the capacity of the freighter with a total attractive-ness value of (5.42) as priority II.