PROPOSED BUSINESS STRATEGY FOR ONLINE TRAVEL RESERVATION “TRAVY” PT ANGKASA PURA II (Persero)

• Main Author: Marta, Jekky
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/42695
• Institution: Institut Teknologi Bandung

PT Angkasa Pura II (Persero) is a State-Owned Enterprises (SOE’s) which is given the authority to manage 16 airports in Indonesia. In response to the development of technology, PT Angkasa Pura II (Persero) carried out an internal transformation of the company. The transformation carried out in the business field in the form of the conversion of conventional business with the initiation of digital business. One of these digital business portfolios is e-commerce. The implementation of e-commerce digital business is carried out by partnering with the Online Travel Reservation business with Traveloka. Technically, PT Angkasa Pura II (Persero) can be used to access the purchase page while still using Traveloka's inventory, while the Integration lies in PT Angkasa Pura II (Persero) accepting the Application Programming Interface (API) from Traveloka. Furthermore, this Online Travel Reservation product from PT Angkasa Pura II (Persero) provides the brand of "Travy”. In the process of planning, Travy is expected to be implemented in order to meet the needs of internal and external of the company, so that it can become the new source of company’s revenue. After undergoing 7 months implementation in the internal and external of PT Angkasa Pura II (Persero), Travy has not reach the target. The achievement of revenue target from Travy approximately 0.02 % of the target. This study uses descriptive qualitative methods. The data which is used in this study is taken from reviewing the external and internal environment. External analysis including General Environment analysis, Industrial analysis, Competitor Analysis, and Customer reffrence. Internal analysis including resource capabilities and Value chain analysis, then created SWOT analysis as a basis for the formulation of Strategy. The strategy determination is based on a five business level strategy called Integrated Strategy. According to the Travy's position in the matrix, it can be concluded that Travy is in a position to carry out the Differentiation Strategy. The initiation of differentiation strategy is Travy for corporate with potetial market PT Angkasa Pura II (Persero) group and other State-Owned Enterprises then Travy for Corporate to accommodate the needs of passengers at airports. The marketing strategy for the new product uses the 7P Strategy namely Product, Process, Price, Place, Promotion, People and Physical evidence Travy For Corporate is targeted to be implemented in all subsidiaries of PT Angkasa Pura II (Persero) and other State-Owned Enterprises until the end of 2020. Travy last minutes ticket is targeted to be implemented at 16 airports until the end of 2021. The projected travy revenue in 2024 is estimated to be IDR 579.564.755.250,-in a year. based on Travy revenue target planning which is IDR 463.003.800.000 in a year, it can be concluded that the business strategy is a good recommendation to be used by PT Angkasa Pura II (Persero)