PROPOSED MARKETING STRATEGY FOR PT GARUDA INDONESIA (PERSERO) TBK. TO DEVELOP THE CORPORATE SEGMENT IN DOMESTIC MARKET

• Main Author: ROSYADA (NIM: 29111019) Pembimbing : Ir. Alibasjah Inggriantara, SE, MM., AMRINA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/17914
• Institution: Institut Teknologi Bandung

PT Garuda Indonesia (Persero) Tbk or Garuda Indonesia is the national full service airline with the service that reflects the best and genuine Indonesian hospitality. As majority of the Garuda Indonesia’s passangers is the business traveller, one of segment that particularly manage by Garuda Indonesia is the corporate segment, which Garuda Indonesia offered the Corporate Sales partnership with special fare and other benefits. Despite having 27,5% revenue growth from this segment, the revenue from the corporate segment was below the target, which only 65% of the target. The failure to achieve the target is become the business issue faced by Garuda Indonesia in business for corporate segment. This condition is also supported from 14% of corporate partners that never used Garuda Indonesia services in 2012 and did not provide any revenue for Garuda Indonesia.In exploring the business issues faced by Garuda Indonesia in business for corporate segment, there are some analysis conducted, which are: PEST analysis, Porter’s 5 Forces analysis, customer analysis, STP analysis, marketing mix, and financial analysis. These analysis the identified 4 root causes of the problem, which are: Garuda Indonesia were less selective in establishing partnership with corporates, the payment for direct channel must be “cash and carry”, the shortage of the corporate sales executives, and less coordination among Garuda Indonesia Branch Office in doing socialization and company visit to corporate partner that has many branches in various cities One of method used for formulating the business solutions is by benchmarking with the corporate banking of Bank Mandiri. This research resulted to 5 business solution, through the proposed marketing strategy that consists of: 1) optimizing the personal selling fuction to ensure the implementation of corporate sales partnership is already worked to all corporate partners so the corporate partners are expected to increase their frequency of business travel using Garuda Indonesia service 2) managing relationship with customer so it can last for the long term and can provide the mutually beneficial relationship among Garuda Indonesia and corporate partners 3) managing the salesperson as the part of Garuda Indonesia that interact directly with the coporate partners 4) implementing grace period of payment for ministries corporate partners so more ministries want to cooperate with Garuda Indonesia through corporate sales partnership 5) adding the new destinations through providing the short route flight that will be favorable for the corporate partners.The implementation plan is done by elaborating these strategies into several programs, including personal selling, event and experience, direct marketing, account plan implementation, recruit more corporate sales executives, training, coordination meeting, bonus, award, grace period implementation for payment from direct channel, and.opening new destinations route.