PROPOSED ALTERNATIVE BUSINESS STRATEGY TO INCREASE SALES IN LINE MAINTENANCE (CASE STUDY OF PT. GARUDA MAINTENANCE FACILITY AEROASIA TBK.)

• Main Author: Telaumbanua, Alfred
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/75837
• Institution: Institut Teknologi Bandung

The COVID-19 pandemic significantly impacted the line maintenance business unit at Garuda Maintenance Facility (GMF) Aeroasia. GMF's financial situation has been volatile in recent years, influenced by the overall economic conditions and turbulence in the aviation sector. In response to the challenges, GMF implemented various efficiency programs to stabilize the company and increase sales. Although sales started to improve in 2022, overall financial performance has not seen as significant growth as expected. This research aims to identify the dominant external and internal factors that influence sales in GMF line maintenance, as well as recommend and propose alternative strategies for management to be implemented for achieving sales targets in 2024. The research methodology involves qualitative analysis, utilizing primary data from internal sources, external sources, and other supporting documents during the period 2018-2023, as well as secondary data obtained through interviews to validate and strengthen the primary findings. The comprehensive situational analysis incorporates both external factors, assessed through PESTEL analysis, Five Porter Forces analysis, and competitor analysis, as well as internal assessments, including internal strength analysis and stakeholder analysis. These analyses have uncovered findings that necessitate the development of effective strategies. Each finding will be assigned a rating based on its importance, utilizing secondary data. Once rated, the strategy formulation process will involve the application of the TOWS matrix. The researcher has formulated two alternative strategies to increase sales in line maintenance. The first strategy is an offensive approach that leverages GMF's competitive advantage by offering specific maintenance tasks at the apron and limiting competitor or customer movement during urgent requests. The second strategy involves offering competitive maintenance and attractive package prices.