How to Overcome

the Mistakes?

One case of MBA Thesis

Proposed Business Strategy at

Airport SUPER.

A short description
ASEAN Open Sky Policy
every airlines in ASEAN can have business in
Indonesia with less regulation and rules.

Some problems in Indonesia aviation industry:

lack infrastructure
delays for the most airlines
many overcrowded airports in Indonesia
airport expansion is not easy task
not has enough space to accommodate airplane
parking

Airplane passenger in Indonesia annually grow

15%
Government started to build several airport in
Indonesia

A short description
Financial Performance

Customer profile

Business issue at Airport

SUPER
In area of airport X passenger demand still
continue to growth (based on prediction)

Opportunity can be capture by

airport SUPER to increase
their revenue

Problem Identification
How to maximize revenue
?
for Airport SUPER?
t
c
Can not differentiate
e
r
r
problems/issues,
root
o
c
cause and
it solution.

Is

Create business
strategy in order to
increase Airport
SUPERs revenue.

How to fix it?

I
T
S
I
L
HO
lack infrastructure
C

delays for the most airlines

many overcrowded airports in Indonesia
airport expansion is not easy task
not has enough space to accommodate
airplane parking

What is the conclusion?

Suppose the problem is
correct
The Conclusion:
to much bureaucracy slowed down business
progress
lack infrastructure fail to support increasing
passenger

Jump to solution,
problem is defined
economic instability lead to passenger downturn
based on preferred
and airlines closing its route
solution.
Business Strategies:
Improve service
Create additional service to international
passenger
Collaborate with airlines.

The next mistakes:

Applying the Basic
Business Analysis

Value Chain Analysis

PEST Analysis
Porters Five Forces
SWOT Analysis

Some consideration to do
Porters Five Forces
Analysis:
Who are your respondent?
Are they representative?
How Many?
.

Some consideration to do
PEST Analysis:
Create open-question for each subject related to
your issue

e political factors affect the number of passenger?

your opinion, are technologies will increase the number of
assenger?
.

Some consideration to do
SWOT Analysis:
The outcomes from IA-EA become inputs for SWOT

nternal Analysis strengths and weakness

xternal Analysis opportunity and threat

The mistakes: Applying

the Basic Business
Analysis
Lack of exploration PEST Analysis
Value Chain Analysis
to identify root causePorters Five Forces
from business issues.SWOT Analysis

Strategy Formulation
For each component of SWOT we want to
determine the weight: AHP (Expert Choice)

I-E Matrix

Generate your strategies:

What kinds of strategies in SO
What kinds of strategies in WO
What kinds of strategies in ST
What kinds of strategies in WT

TOWS Matrix

Fail to integrate the methods

Can not justify solution proposed

Business issue
exploration
Research
Question

Availability of Data

Conclusion:

Things to do better
analysis
Integration of your analysis:
What is relation between your method
What kind of output form previous method to be an
input to the next method

Things to improve your

analysis
At issue exploration:
K-T
Use descriptive data
Use inferential statistic

At business solution (choosing the strategies):

Decision analysis:
How to generate alternatives
How to choose the optimal alternatives
AHP
Decision tree

At business implementation:
Business simulation:

SMART
Monte carlo simulation
Systems dynamics
Agent based modeling and simulation

Thanks