PT ABC is a tire manufacturing company that have domestic and global market share. Currently, it is one of the impacts of the disruption era and the VUCA era, this has from the decline in sales volume in 2020 by -21.6% and also a decrease in revenue -15.9% compared to the previous year. This study aims to determine the company's direction strategy and to transalation strategy using a balanced scorecard. The process in this research is to determine the strategic direction using the TOWS matrix and the grand strategy matrix, determine priority strategies, create strategic themes, create strategic goals and translate them into a balanced scorecard. The results of the strategic direction in this study are customer intimacy, operational excellence, market development, and market penetration. While the results of strategy translation are four strategic objectives and nine key performance indicators in the financial perspective, two strategic objectives and three key performance indicators in the customer perspective, four strategic objectives and eight key performance indicators in the internal process perspective, and two strategic objectives and two key performance indicators from learning and growth perspective

Keywords : Balanced Scorecard, TOWS Matrix, Grand Strategy Matrix, Strategy Direction, Translate The Strategy, Strategic Objectives, Key Performance Indicator