Abstract
This research aims to analyze the internal resources-based of PT X on the conceptual framework of Value, Rareness, Inimitability, and Organization. Primary data were obtained from the internal workings of PT X as the unit of analysis. The data originated from interviews conducted with selected informants by the researcher. Apart from primary data, this study also incorporated secondary data derived from literature reviews. Categorical analysis was used to dissect interview data and findings from other sources providing information about PT X's competitive advantages. The researcher delineated the results of the VRIO analysis of PT X across aspects such as product quality, product types, marketing, manufacturing, customer experience, digital technology, innovation, human resources and culture, as well as brand image. PT X possesses Sustainable Competitive Advantage in innovation, product quality, customer experience, and brand image due to its unique resources that enable the production of high-quality products for a clearly defined target market of upper-middle-class individuals. PT X is capable of combining these resources with storytelling to strengthen its brand image
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