PROPOSED BUSINESS STRATEGY FOR AVIATION MRO SERVICE COMPANY IN INDONESIA (PT. XYZ)

• Main Author: Taqy Abdillah, Farros
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/76523
• Institution: Institut Teknologi Bandung

The growth of the economy and tourism industry in Indonesia provides fresh air for the existing aviation industry. PT. XYZ as an MRO company in Indonesia, one of which focuses on aircraft maintenance, could rise again. Because in the last few years it had less significant revenue than before the pandemic era, this is where indepth research is needed to identify and overcome these problems. This research aims to find out how the external and internal conditions of PT. XYZ, knowing how the brand equity of PT. XYZ, and know how to implement it in the future at PT. XYZ through the strategy that has been built. This research uses PESTEL analysis, Porter's Five Forces, Competitor Analysis and Customer Analysis in the external part of the analysis. Followed by Marketing Mix and VRIO on internal analysis. Discussions and business solutions use SWOT analysis and the TOWS Matrix to find strategies and are completed with the QSPM Matrix to determine which strategy should be implemented first. At the end of this research, a long-term implementation is formed to oversee the strategy that has been built. In customer analysis, an open qualitative interview was conducted with the Top 20 Customers from PT. XYZ. From the results of external and internal analysis obtained several strengths, weaknesses, and opportunities of PT. XYZ includes strategic location and complete facilities as strengths, some inconsistent service quality due to unclear information as weaknesses, and opportunities for technological advances that have not been processed by the company. The conceptual framework for brand equity in this research, which is processed by analyzing customers through interviews, is in line with the theory put forward in related journals. The author also finds that in the field of b2b services, customer experience is very important in their decision to reuse or not use the service. In this research, several implementations are carried out related to the best strategy, namely the use of technology as a solution to the company's communication problems with customers. This long-term implementation is given for 12 months, and it is hoped that the company can carry out this to improve their brand equity in the quality department to improve customer expectations. By having strong brand equity, the company will be able to reach a bigger market and gain more awareness from fellow perspective customers through feedback that has been given by customers of PT. XYZ before.