PENYESUAIAN STRATEGI PEMASARAN PESAWAT TERBANG N250 DALAM MENGHADAPI PERSAINGAN PASAR GLOBAL

• Main Author: Adhytiawan, Eri
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/4666
• Institution: Institut Teknologi Bandung

<b>Abstrack : </b><p align=\"justify\"> <br /> The market analysis of 46-70 seat aircraft category shows that it will have a good prospect where during the 2002-2017 period, there will be an estimated need for 2574 aircraft : 40%-50% for turbojet and the rest for turboprop. The market share of the N250 which is a turboprop aircraft is 12.28% (316 aircraft). Up to now, 221 the N250s have been ordered : 26 units (firm status) and 185 units (option status). The major competitors of the N250 are the ATR72 manufactured by the AI( R) a joint venture company in Europe, the De Haviland Dash 8Q produced by Bombadier Aerospace located in Canada, and the Emb 145 built by the Embraer, an aircraft company supported by Brazillia government. <br /> <br /> Although through the technology side the N250 is better than the competitors, it does not make sure that the N250 will win the global competition. The purpose of this research is to analyze the weight factor of the variables needed by customers and find out the value of those variables of the N250 and its competitors. The factors identified are Performance Factors (Max. range, Short Take Off/Landing, Hot/High Capacity, Seating Capacity, Cargo Capacity, Climb Rate, Ceiling, Power, Cruise Speed, and Cabin Noise Level); Relationship Factors (Reputation, Experience, Reliability (Schedule), and After Sales Support); Financial Factors (Cost per Seat Mile, Direct Operation Cost/hr, Initial Price, Leasing/Mfg Financing, Resale Value, and Offset/Countertrade); Common Fleet Equipment Factors (Common Airframe, Common Engines, and Common Avionics); and Manufacturer Training Factors (Pilots Training and Mechanics Training). <br /> Research methods are empirically and the explanatory is using hipotesis. Data aquisition is done through questioner using Liken Scale as measurement equipment. The data is processed to get the average values. <br /> <br /> The Results of this research show that the N250 has strenghts and weaknesses. The weaknesses of the N250 are enable in Reputation, Schedule, After Sales Support, and Leasing/Mfg Financing. Through the present the N250 condition and strategy, the N250 will not win the competition. That\'s why, it is necessary to improve the strategy based on Strenghts-Weaknesses and Opportunities-Threats analysis used Pakal matriks. The new strategy improved uses the focus - advantage cost strategy \" competitive price and lowest operating cost \" and by doing industrial aliances like nontraditional contract, equity investments or jointventure.