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Research conducted on a profitable freight forwarder (PFF) company in logistics as a service for handling exports and imports. Currently the company as an official vendor of Association of Indonesian Coconut Charcoal Entrepreneurs (Perpaki), with the addition of new competitors and old competitors who are already engaged in the same field, then determining the right marketing strategy is important for company development and solving problems that arise in terms of internal or external. In analyzing the best strategy for the company, criteria are needed to be determined by the Strength, Weakness, Opportunities, and Threats (SWOT) methods. The initial stage of this research is to analyze the Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) matrices in the company as an input stage in determining the validation and reliability test factors that affect the company. Furthermore, to analyze the variables of the strategic factors which will produce weight in each sub-factor, the Analytical Hierarchy Process (AHP) will be used. After weighting the IFE and EFE values are obtained Internal External (IE) matrix and SWOT matrix will be obtained as the second stage, namely matching stage. As a decision stage to provide an objective basis for the selection of the most appropriate strategy, it will be implemented to the Quantitative Strategic Planning Matrix (QSPM) method with input information from the first and second stages.