PROPOSED BUSINESS STRATEGY FOR PT GARUDA MAINTENANCE FACILITY AEROASIA TBK. POST COVID-19 PANDEMIC STRIKE (STUDY CASE: CUSTOMER FLYINGHIGH AIRLINES)

• Main Author: Aditya, Satwika
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/65792
• Institution: Institut Teknologi Bandung

Covid-19 Pandemic which restrict people movement activity, lead to high impact on business travelling, leisure travelling, and to airline operator. Travel restriction cause cash flow disturbance in airline operator and cause them to hold payment to its vendor like GMF AeroAsia. GMF AeroAsia as an aviation MRO company which support aviation industry, in providing service maintenance of aircrafts from planning, engineering, base maintenance, line maintenance, component services, and engine maintenance. GMF AeroAsia serve many customers worldwide, one of its customers, Flyinging High Airlines, an LCC airline operator in Indonesia (name is disguised), also face significant problem due to travel restriction from Covid-19, they are pushed to keep their aircraft serviceable to maintain its operation, but they also insufficient of cashflow to support its operation. This research will focus on conducting proposed business strategy for GMF AeroAsia with focus on Customer Flyinghigh Airlines to maintain GMF AeroAsia runs well and Customer Flyinghigh Airlines ‘s aircraft serviceable. Research will defining external analysis by conducting PESTEL analysis for checking political economic sociocultural technology ecological and legal aspects, Porter Five Force analysis for checking every possible threat from outside company, Competitor Analysis for checking GMF AeroAsia’s competitor in region, and Customer Analysis for checking Flyinghigh Airlines condition specially during pandemic. Next step is defining internal analysis by performing Resource-Based-View analysis to check resources of GMF AeroAsia for competition in market, VRIO Framework analysis for checking competitive advantages level, Segmenting Targeting Positioning analysis to check GMF AeroAsia market in the competition, and Porter Value Chain analysis for checking GMF AeroAsia internal business process to run its business. Internal and External Analysis will be based on defining SWOT Analysis and defining strategy by defining Root-Cause Analysis and formulating TOWS Matrix and Diamond Diagram as business strategy. GMF AeroAsia as a market leader for aviation MRO in Indonesia, has its strength on its vast facility, sophisticated tools and equipment, skilful manpower, well-known & reputable MRO. It comes from long history of GMF AeroAsia in Indonesia once still part of Garuda Indonesia group. Since its spin-off and stand as an independent company, GMF AeroAsia grow to be a big company from all continents worldwide. GMF AeroAsia competitor comes mostly from regional market in Asean, East Asia, and South Asia. Research from external analysis and internal analysis synthesized to SWOT Analysis to get exact strength, weakness, opportunity, and threat in GMF AeroAsia. Later on based on SWOT Analysis, research will checking its root cause analysis and constructing TOWS matrix to make strategies for GMF AeroAsia to compete in market again after Covid-19 Pandemic, specifically to support Customer Flyinghigh Airlines. Propose business strategy for GMF AeroAsia, specifically focus on Customer Flyinghigh Airlines are (1) Preparing tripartite agreement of GMF AeroAsia – Customer – Lessor for financing support of aircraft maintenance, (2) Evaluating business contract between GMF AeroAsia and vendor to smoothen material flow management, (3) Proposing to Customer Flyinghigh Airline for additional passenger to cargo aircraft conversion to meet with market needs, and (4) Evaluating GMF AeroAsia – Flyinghigh Airlines current business contract. Suggested business strategy implementation needs high commitment in internal GMF AeroAsia and customer Flyinghigh Airlines for sure.