GLOBAL AVIATION MRO MARKET ANALYSIS TO CREATE GLOBAL EXPANSION STRATEGY, A CASE STUDY ON PT GMF AEROASIA TBK.

• Main Author: Adityo
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/42399
• Institution: Institut Teknologi Bandung

PT GMF AeroAsia Tbk. is a subsidiary company of PT Garuda Indonesia Tbk., focuses in aviation MRO business. It has just recently launched its IPO in 10 October 2017. PT GMF AeroAsia envisioned itself to be one of the Top 10 MRO in the World by 2020. However, with its current capacity, that vision can’t be achieved. PT GMF AeroAsia must grow beyond its home country to capture bigger market: Global MRO Market. To do so, PT GMF AeroAsia must prepare a strategy to enter the Global MRO Market and expand its business operation. This final project was made to analyze global MRO market situation and formulate a strategy for PT GMF AeroAsia to penetrate and gain foothold on the global market. The Author of this report observed and collected data and information from inside and outside of PT GMF AeroAsia in a research program to be able to create this report, in hope as a solution or a suggestion for PT GMF AeroAsia’s vision of being Top 10 MRO in the World. The Author of this final project used combination of RBV and VRIO analysis to analyze GMF AeroAsia’s resources strength and internal capabilities. After that, The Author used Porter’s Five Forces and PESTEL analysis to analyze the global MRO market situation. Using both internal and external analysis, The Author formulized a SWOT analysis for GMF AeroAsia. By completing all those analyses, The Author can then formulate the global strategy using Integration-Responsiveness Framework and entry vehicle using Investment and Control Continuum Framework on every potential target market available. The Author can then decide on the Multinational Enterprise Structure model for GMF AeroAsia’s global management structure. The Author concluded that in MENA region, GMF AeroAsia’s global strategy is Global-Standardization and its entry vehicle is Joint Venture. In Australia region, GMF AeroAsia’s global strategy is Localization Strategy and its entry vehicle is Joint Venture. In East Asia region, GMF AeroAsia’s global strategy is Localization Strategy and its entry vehicle is Joint Venture. GMF AeroAsia’s multinational enterprise structure to support its global expansion strategy is Matrix Structure.