PROPOSED BUSINESS STRATEGY OF GARUDA INDONESIA AND KLM ROYAL DUTCH AIRLINES CODESHARE

• Main Author: Deta Septana, Akas
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53418
• Institution: Institut Teknologi Bandung

Indonesia is a country that attracts foreign tourists from various parts of the world. This makes airlines have an important role in bringing in foreign tourists. On the other hand, European countries also attract Indonesian tourists to visit there. The national airlines of each country, namely Garuda Indonesia (GA) and KLM (KL) have great opportunities to work on the travel market between Indonesia and Europe. However, due to the limited resources available, it is not possible for the two airlines to operate flights to all Indonesian and European destinations, therefore they need a cooperation between the two airlines which known as codeshare. Codeshare is an effective method to penetrate market without having online flights and currently GA and KL already have a codeshare cooperation agreement covering 20 routes in Europe and several routes in Indonesia domestic, ASEAN and Australia. The purpose of this study is to analyze the current conditions of codeshare cooperation and formulate a good strategy for codeshare GA / KL so that its passenger number could be increased. It is expected that the incremental of passenger will lead to the increase of revenue. The method used is environmental analysis both external and internal to the company which is then outlined in the SWOT analysis and TOWS matrix. After that, the Diamond Strategy concept was used to sharpen the strategy to be carried out. A strategy implementation plan is also provided to provide an overview of the implementation timeframe for the proposed strategy.