PROPOSED MARKETING STRATEGY FOR AVIATION MRO COMPANY (STUDY CASE: PT GMF AEROASIA TBK)
The COVID-19 pandemic caused an unprecedented period of financial and operational instability, which had a significant effect on the aircraft maintenance, repair, and overhaul (MRO) industry. For MRO company, preparing a successful recovery from the pandemic's harmful effects is currently...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/79900 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The COVID-19 pandemic caused an unprecedented period of financial and
operational instability, which had a significant effect on the aircraft maintenance,
repair, and overhaul (MRO) industry. For MRO company, preparing a successful
recovery from the pandemic's harmful effects is currently the most pressing
business challenge. The battle for market share among MRO is fierce, and the road
to recovery is still challenging. The post-pandemic environment has transformed,
necessitating a departure from conventional corporate practices. The evolving
behaviours of manufacturers, suppliers, customers, and competitors underscore the
necessity for the industry to proactively adjust. Marketing plays an important role
in addressing this challenge and managing the interactions and relationship
especially between MRO and customers.
The business issue faced by GMF are how to achieve the revenue target and bounce
back to the pre-pandemic performance. A comprehensive internal and external
analysis is necessary. Data and information collected are analysed using several
frameworks such as VRIO, Porter's Value Chain, STP, and Marketing Mix to
evaluate the internal company's capabilities and competitive advantages,
meanwhile PESTEL, Porter's Five Forces, Customer Analysis, and Competitor
Analysis is used to provide macro-environment insights, market forces, customer
behaviour, and industry rivals. Integrating these findings using SWOT and TOWS
frameworks helps GMF in formulating appropriate business and marketing strategy
to focus on market segment with significant potential value and profitability and
leverage sales by creating innovative offers for every element in Marketing Mix.
Quick win initiatives are crucial to identified by deploying the strategy into
implementation plan to achieve the optimal result with current limited resources.
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