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\\GARUDA INDONESIA :BECOME LEADING AIRLINE
By :Ciu Heny Meiria
Edith LavindriTjiang Mei Ling
IssuePlaces 2nd position in the Indonesian airlines in term of number of passengers
BackgroundOldest flight company, owned by government have full support from the government
Analysis
Analysis Stage
EKSTERNAL ANALYSIS
INTERNAL ANALYSIS
OPPORTUNITIES THREAD
STRENGHT WEAKNESS
Alternative Strategies
Recommended Strategy
STRATEGIC ISSUE
RecommendationsDevelop
C i T i L i N K
Cost Leadership & Differentiation for G a r u d a
Garuda Indonesia’s s Road Map
ROAD MAP FOR DEVELOP CITILINK
STRATEGY MAP OBJECTIVES MEASUREMENT
Financial • Profitability• More Passengers
• Market Value•Seat Revenue
Customer • Flight On Time• Low Prices
• FAA On Time Arrival Rating•Customer Rating
Internal • Fast Ground Turn Around • On Ground Time• On Time Departure
Learning & Growing • Ground Crew Alignment • % Ground Crew Trained• % Holiday Package
Ground Crew
Alignment
Fast Ground
Turn Around
Flight On
Time
Low Prices
More Passengers
Profitability
Cost Leadership
Cost Leadership
DifferentiationDifferentiation
Use young planes
Use young planes
Implement IT
Implement IT
holistic marketing
holistic marketing shuttle bus with
e-check inshuttle bus with
e-check in
Priority
Passenger
ProgramPriority
Passenger
Program
Cooperation
tourism
board in all
over foreign
countries
Cooperation
tourism
board in all
over foreign
countries