PROPOSED MARKETING STRATEGY FOR AEROSTRUCTURE BUSINESS IMPROVEMENT IN PT DIRGANTARA INDONESIA

• Main Author: Saraswaty Putri, Meyta
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/68719
• Institution: Institut Teknologi Bandung

Aerospace is a high technology industry like no other by looking at the product and market complexities. One of important part of aerospace industries is aerostructure which is the name of component, part, or assembly that make up an aircraft's frame. PT Dirgantara Indonesia or PTDI is experienced in aircraft making for decades, that also provides an end-to-end capability on detail part, component manufacturing and assembly based on aerospace industrial qualifications. PTDI is expected to strengthen its aerostructure business and broaden the market to maintain company cash flow. However there has never been any business expansion or marketing strategies that has been formally defined nor developed for aerostructure business for the past 5 years. PTDI needs to develop a holistic strategy to expand the aerostructure portfolio in order to increase revenue and improve aerostructure to make a profitable business in a long run. In order to find the best solution, this study conduct analysis internal and external environment. Tools that used to analyse external factors are Market Analysis, PESTLE, for general environment and also Porter’s Five Forces to assess industry environment and competitor analysis. Secondly for internal analysis the preferred approach are Resource-Based View (RBV), Marketing Mix. All of the tools’ result will be contributing to the development of root cause analysis that led to the proposed business solution. In conclusion the marketing solution proposed by the author is divided into 3 major strategies which are improvement on marketing strategy with new segmentation to expand the aerostructure commercial penetration. Targeting as a Tier 1 companies with Airbus specifications because it is easier for the communality of specifications also to get aerostructure work package with a high enough rate aircraft. and positioning as an end aircraft manufacturer with aerostructure capability. Also improve the marketing tools and marketing research. All these above are the marketing strategy to expand the marketing penetration. Also to have an improvement on facilities, and also to create a new aerostructure organizational task force.