BUSINESS STRATEGY FOR THE SUSTAINABLE GROWTH OF AIRCRAFT MAINTENACE, REPAIR, AND OVERHAUL (MRO) COMPANY IN INDONESIA STUDY CASE: PT. GMF AEROASIA TBK
The improvement in global GDP growth and the digitalization era are affecting the global industry performance including aviation industry. Higher air travel demand lead to the increasing number of aircraft and Maintenance, Repair, and Overhaul (MRO) activities. The global MRO market growth will be a...
Saved in:
| Main Author: | |
|---|---|
| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/30050 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The improvement in global GDP growth and the digitalization era are affecting the global industry performance including aviation industry. Higher air travel demand lead to the increasing number of aircraft and Maintenance, Repair, and Overhaul (MRO) activities. The global MRO market growth will be at approximately 3.8% compound annual growth rate (CAGR) over the 10 year period (from 2017-2027) and this opportunity creates higher competitive landscape especially in Indonesia MRO business. Purpose of this paper is to seek and identified MRO business strategy for the sustainable growth in Indonesia market. The identification and analysis of fundamental MRO business of PT GMF AeroAsia using an extensive literature review, observation, interview and experts group discussion. <br />
<br />
The proposed strategy adopted from the SWOT analysis based on PESTLE, Porter’s Five Forces, and Resources Based View (RBV). Based on the quantification of SWOT analysis, it shows the GMF current position in the stability strategy. The stability shows a strategy chosen by a firm by retaining its current strategy at the corporate level and continues to focus on the current product and market. Development of differentiation strategy using Porter’s generic strategy becomes the key to support GMF’s sustainable growth in Indonesia market. The differentiation strategy originates from cost advantage and business expansion. Besides providing analysis of cost drivers to optimize company’s performance, the analysis of differentiation strategy to be the total solution MRO provider lead to the tendency of cooperative strategy through strategic partnership to expand the market penetration and product/service development. <br />
|
|---|