T The high growth of the automotive industry has also increased the demand for lubricant usage in the industry. Therefore the competition in fulfilling the demand of lubricant for the automotive industry is progressively increasing. The purpose of this thesis is to desain a strategic plan for PT. Wiraswasta Gemilang Indonesia (WGI), as a producer of lubricant, to keep pace with the high competition in the lubricant industry.The research bef,>uJ.l by collecting internal data from inside the company and also collecting external data which influence the perfom1ance of the company. The next step is to do an environment ! analysis which includes internal environment and external environment of the company. From the environment analysis, the writer is able to identifY the strength factors, the weak factors, open opportunities and threat factors to t he company. After identifying these factors, the writer made questionnaire s t hat were filled by the internal and external staff of the company to categorize the weight and rank of each factors.Concepts of Fred R. David were used in the three phase s that the writer m ade forthe analysis process. An input stage, through Matrix IFE that includes internal stratef,')' factors of the company and Matrix EFE which includes externa l stratef,')' factors of the company. The next phase was matching stage which is applied through Matriks IE and Matriks SWOT. As for the final phase, which is the decision stage that uses Matrix QSPM, the writer decided to use Market Penetration strategy which has the highest score.With these analysis, the writer hopes that PT. Wiraswa sta Gemi lang Indonesia (WGI) can maintain and extend their market share by increasing th e promotional campaign program, increase the quality of their products and services, raise the company's profile, fulfil the needs and pretension ofthe consumers which will result in winning the ongoing competition in fulfilling the lubricant demand for the automotive industry.