This study investigates operational strategies to enhance efficiency and business performance in the coal trading industry, focusing on PT. Sinergitas Bara Borneo in Kalimantan. Founded in 2023, PT. Sinergitas Bara Borneo aims to refine its logistical operations, particularly its hauling processes, to bolster business performance. The research addresses critical operational challenges faced by PT. Sinergitas Bara Borneo, especially in the hauling process, through a comprehensive case study approach. Discrepancies between expected and actual hauling figures in Samboja and Dondang regions highlight the need for improvement in Samboja's operations. Existing literature predominantly explores general aspects of coal trading, leaving a gap in understanding the hauling process's specifics. This research employs qualitative research design, utilizing interviews and analyticial tools like SWOT, IFA, EFA, and PESTLE analyses to assess internal and external factors influencing PT. Sinergitas Bara Borneo's Strategy. Findings underscore the strategic importance of hauling operations, emphasizing the need for efficiency, cost-effectiveness, and compliance with safety and environmental standards. Internal and external challenges call for proactive strategies to enhance operational resilience. Key findings include the identification of strategic priorities for operational enhancement, highlighting the imperative of optimizing time, routes, and costs in the hauling process. Moreover, the analysis underscores the pivotal role of resource allocation and maintenance optimization in driving productivity and increasing production capacity. Ultimately, the research aims to provide actionable insights for PT. Sinergitas Bara Borneo and contribute to scholarly knowledge in coal trading operational management.