BUILDING A MARKETING STRATEGY FOR PT DIRGANTARA INDONESIA TO STABILIZE AND INCREASE SALES HELICOPTER AREA MILITARY

• Main Author: Imam Mukhofa, M
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/36618
• Institution: Institut Teknologi Bandung

The competition level of companies in the aviation world is getting tougher with the introduction of the free trade era, such as AFTA (Asia Free Trade Area), APEC (Asia Pacific Economic Cooperation), NAFTA (North American Free Trade Area) and the ASEAN Economic Community or MEA. such as Airbus, Boeing, Embraer, Viking, Textron, AW, other Beechcraft (Twin Other) have penetrated the Asian market, especially Indonesia. Some large companies have collaborated both under liaison and collaboration. This is because Indonesia is a very promising international market in the world of aviation with a number of airports reaching 299 in the next five years both civilian & military both international and pioneering which will require a large number of aircraft. The problems faced by PT DI are (delays in delivery according to the contract, after sales support that is still not maximal, handling customer complaints is not fast and inadequate, dependence on foreign parties for mission system configuration (MPA / ASW & Special mission. The purpose of this study is to fulfill sales in accordance with the RKAP set by the Ministry of BUMN, and maintain the stability of sales in order to maintain the brand image. In proposing the right strategy, researchers use internal and external analysis which then produces SWOT. To overcome this problem the SWOT analysis is used to be formulated into several appropriate marketing strategies. The results of PTDI's research developed a strategy to secure short-term prospects, namely getting a contract in 2018, including: completing a large number of warranty claims, openness in readiness to sell aircraft based on the amount and time of delivery, filling all pending items and warranty claims, Support by local companies for Equipment mission systems and build production supply chain management.