Analysis of Business Resuscitation Strategy: PT Anugerah Bumi Sinergi in Gresik After Market Expansion Failure

PT Anugerah Bumi Sinergi is a company engaged in coal trading, and in 2023, it attempted to expand into the Gresik area of East Java. However, due to several obstacles, the expansion failed, and the company was compelled to cease operations. This study aims to develop a business resuscitation strategy to revive PT Anugerah Bumi Sinergi following a market expansion failure. The research employs a qualitative approach, using methods including resources analysis and value chain activity, Porter’s five forces analysis, SWOT analysis, and the hexagonal restructuring model. Primary data were obtained through interviews with three informants who are employees of PT Anugerah Bumi Sinergi. The research findings indicate that the market expansion failure in Gresik was caused by a mismatch between the company’s strategy and local market characteristics, limitations in human resources, significant logistical challenges, and cash flow pressures due to delayed payment practices. To address these issues, PT Anugerah Bumi Sinergi formulated a business resuscitation strategy comprising product value repositioning; logistics efficiency through local partnerships and lean distribution; enhancement of human resources capacity; export market diversification; and financial structure reinforcement. This strategy aims to restore the company’s operations and enhance adaptive and sustainable competitiveness.