Aryo Indra Djati MBA Dosen Pembimbing 1 Naafi Mahmudah Pengarang

This study aims to determine a deep understanding of Business Strategy of AJB Bumiputera Branch Ciledug. This study is qualitative, based on the external and internal analysis. The methods is used is PESTLE (Political, Economics, Social, Technology, Legal and Environment), Five, Porter, Competitive analysis, Value Chain, Strategy Diamond, 7P's Marketing Mix, BUsiness Model Canvas and SWOT analysis. This study is using firm premium acquisition, observation, interview, and a number of agents to determine the advantage possessed by AJB Bumiputera 1912 Branch Ciledug. Based on the study, there are several areas that need to be improved. The information technology should be utilized allows company developed, the sales are more focused on the featured product to win the competition and increase the company's sales.