FORMULATING NEW ORGANIZATIONAL DIRECTION AND DESIGN TO MAINTAIN THE COMPETITIVE ADVANTAGE: CASE STUDY OF MRO IN PT DI

• Main Author: Irawan, Teten
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/35479
• Institution: Institut Teknologi Bandung

Creating Maintenance Repair dan Overhaul (MRO) business is a promising business. PT Dirgantara Indonesia is a national aircraft industry which also has a special unit for MRO. The development of MRO business requires PTDI to compete by improving the current capabilities and capacities, such as from facilities, licensed manpower, systems, procedures and adequate work organization. The rapid growth of MRO business in the world of aviation is a huge opportunity for PTDI because the company already has some advantages in the field of MRO aircraft. The right strategy to achieve it is by re-designing the organization and adding capability list of MRO in order to implement the MRO business for a wider product so that it is ready and possessing advantages to enter the MRO business in 2020-2026. PTDI is still unable to accurately measure the appropriate capability of MRO to create competitive advantage. A qualitative study in this research focuses on studying and translating the social reality, namely organizational capability and organizational model in PTDI by collecting the data through survey, interview, and benchmarking. The MRO business run by PTDI is considered not optimized yet. There are still several capabilities in which the market has run out, and also many new aircraft but MRO in PTDI does not have the required capability list yet. MRO in PTDI is in Quadrant I which means MRO is in EXPANSION position. It can be concluded that the future development of MRO in PTDI will focus on re-designing the organization to be ready in entering the MRO market, increasing the capabiltas list and the used aircraft, preparing a potential maintenace base, improving the marketing and strategic alliances with OEM companies, strengthening capital by working with banks, improving the information management system, improving the policy of promotion, marketing and pricing, increasing R&D for sustainable improvements, and improving the coordination with customers and authority.