PROPOSED MARKETING STRATEGY FOR TURBOPROP N219 AIRCRAFT IN AFRICA REGION

• Main Author: Armayrishtya, Zhulvardyan
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/45602
• Institution: Institut Teknologi Bandung

PT. Dirgantara Indonesia (PTDI) is developing N219 aircraft for the national and international aviation industry. This aircraft is currently still in the certification stage. N219 is a turbo propeller (turboprop) aircraft with a maximum passenger seating of 19. The PTDI's N219 aircraft is aircraft for pioneering flights. PTDI wants to sell N219 in Africa's market because the geographical conditions of this region match with the capabilities offered by N219. Political-economic cooperation between Indonesia and Africa's countries also makes Africa a potential market for PTDI. PTDI requires an effective marketing strategy if it wants to compete in Africa because competition in the region is very tight. This research focuses on the formulation of marketing strategies for PTDI. The marketing strategy formulation in this study began by scanning PTDI's external and internal environment using SWOT analysis tools to determine the strengths, weaknesses, opportunities, and threats that exist. Furthermore, the results of the SWOT analysis will be analyzed using the TOWS matrix to determine the alternative strategies for PTDI. The next process in this research is to determine PTDI's business-level strategy by looking at the interaction between PTDI's internal conditions with the market based on segmentation, targeting and positioning of N219 products. The final process of this research is the marketing strategy formulation using the marketing mix 4 Ps. The result of this research is the marketing strategy for PTDI's N219 which includes product, price, promotion and place strategies. In the product strategy, PTDI needs to provide the new certified facilities, recruit more expert staff, maximize the potential of infrastructure and facilities. In the pricing strategy, PTDI needs to conduct advertising campaigns, promotional campaigns, geographic pricing, provide financing schemes, and re-checking the warranty services. In the promotion strategy, PTDI needs to do benchmark with competitors to improve the performance of official websites, active to join world aerospace events, do promotions through website advertisements and third-party magazines. In place strategies, PTDI needs to provide FSR and AOG services in Africa. PTDI also needs to collaborate with affiliates and major OEM companies to provides AoG service supports up to 24/7 and FSR worldwide. PTDI also need to do direct sales to potential countries in Africa. The marketng strategy for PTDI then changed into an implementation plan. This implementation plan will help PTDI increase opportunities to deliver values to customers and in the end helping PTDI to reach its goals to sell N219 in Africa. Not only that, the implementation plan in this research will help PTDI improve its quality in sales and after-sales services.