PT Kaltim Prima Coal is one of the largest coal company in Indonesia, whichs located in Sangata, East Kutai, East Kalimantan. One objective of the company is a producer of coal with high competitiveness whose products are demand by consumers, so it takes a marketing strategy to increase sales and to competeeffectively both domestically and abroad and increase sales volume unstable. The purpose of this research is knowing the opportunities, threats, strengths and weaknesses in exports, knowing the marketing strategy applied by the company and to analyze the appropriate strategy used by companies to increase the volume of export sales. This type of research is descriptive with approach qualitative. The analytical method used is the SWOT analysis (Strenghts, Weaknesses, Opportunities, and Threats), with matrix EFAS, IFAS, IE and SWOT Matrix.The results showed that PT Kaltim Prima Coal use STP strategy and marketing mix. Through SWOT analysis, it's known that the company's greatest strength lies in the quality of products owned by PT Kaltim Prima Coal is assured, while the company's biggest drawback is the requirement to meet sales targets. The biggest opportunity is the company's high market demand in Asian markets, while the threat to company is a competitor from China and the USA with similar products.