PROPOSED MARKETING STRATEGY FOR GARUDA INDONESIA AND CITILINK

• Main Author: AYUWARDHANI (NIM : 29109055); Pembimbing: Dr. Mustika Sufiati Purwanegara; Dra. Krisnati Desian, OKKY
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/19102
• Institution: Institut Teknologi Bandung

The world's aviation industries develop very rapidly. Growth of domestic airline passengers increased 25.8%, from 19.96 million passengers in June 2010, to 25.1 million passengers in June 2011.While in the international aviation market, the number of <br /> <br /> <br /> passengers is growing by 17%, from 4.49 million passengers in June 2010, to 5.3 million passengers in June 2011. The numbers of airlines are also increasing. Currently, there are 16 airlines with the categories of full service, medium, and no frill (LCC), in Indonesia. <br /> <br /> <br /> Business issues that are found on Garuda Indonesia and Citilink today is the decline in market share of Garuda Indonesia, and the market share of Citilink also not <br /> <br /> <br /> yet reach the desired target. <br /> <br /> <br /> This final project focuses on designing marketing strategies of Garuda Indonesia and Citilink. In order to designing an appropriate strategy, then an analysis of external and internal factors that affect the development of Garuda Indonesia and Citilink brand was conducted. External analysis is done using PESTEL Framework approach, Porter's Five Forces, and also by analyzing business competition in the national and international aviation industry. From the results of the analysis, the root cause that triggered the decline of Garuda Indonesia’s market share and unachieved Citilik's market share, was found. It is inappropriate of the marketing strategy. From the research, recommendation of marketing strategy was generated. The recommendation of marketing strategy is expected to increase Garuda Indonesia and Citilink's market share, by improving STP (Segmenting, Targeting, Positioning) strategy, which also supported with designing service marketing mix strategy (7P's) of Garuda Indonesia and Citilink.