Garuda Indonesia

Become Leading Airline

Deri A Yusuf 1206333856 Kelompok 4 Kelas Marketing Irma Listianie 1206334171 Lily Siswani 1206334215

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Synopsis

Rute Penerbangan

16 14 12 10
9.9 7.4 7.7

13.8

3.5 3 2.5

3.088 2.362

8.6

8
6 4 2 0

Passenger Domestik
3.2

2.168 1.574 1.072 1.484

2 1.5 1 0.5

2.001 1.21

2.173 1.595

Operating Revenue Passenger Revenue

2.3

2.4

2.3

2.7

Passenger International

2007 2008 2009 2010 2011

0 2007 2008 2009 2010 2011

Problem Identification

Problem Analysis

High quality competitor Delayed flghts Information Technology system sometimes go down Issues of Garuda Indonesia & bad track record about safety airline Rising fuel prices

Innovation & Expansion of Product & Service

Improving the Quality of Existing Service & Product Improving & Maintaining System Periodically Reviewing & Making / Redesign Policies that impact on the Authority, Budget to Anticipate Corruption

Choosing Attractive Market Segment

Select Market-Attractiveness & Competitive-Position Factor

Weight Market Attractiveness & Competitive Position Factor

Assess the Current Position of Each Potential Target Market on Each Factor

Project Future Position for Each Segment

Choose Segement to Target, Allocate Resource

Targeting Strategies
Niche-Market Strategy Involves serving one or more segments that, while not the largest, consist of a sufficient number of customer seeking special benefits from a good or services. Mass Market Strategy 1. It can ignore any segment differences and design a single product and marketing program that will appeal to the largest number of customer 2. Design separate products and marketing for the differing segments Growth-Market Strategy It focus on fast growth market segment, this strategy usually requires strong R&D and marketing capabilities to identify and develop products appealing to newly emerging user segments, plus the resources to finance rapid growth.

Targeting Strategies

Conclusion

The proper application segmentation, innovation, and expansion strategy which seen and read potential market become succesfull factor and Garuda Indonesia achievement. Decision behind Garuda Indonesia involvement strategies depend on: Market segmentation Needs and wants customer Firm capabilities to provide products or services Market potential Market growth Resources Steps in constructing attractive market /competitive position matrix for evaluating and choosing consideration potensial target market segment: Choose criteria to measure market attractiveness and competitive position. Weight market attractiveness and competitive position factors to reflect their relative importance. Assess the current position of each potential target market on each factor. Project the future position of each market based on expected environmental, customer, and competitive trends. Evaluate implications of possible future changes for business strategies and resource requirement then choose the market segment and allocate them.

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