Formulasi Strategi Bersaing Pada PT Aviastar Mandiri Dalam Menembus Pasar Bisnis Air Charter
Abstract
This thesis is written to measure Strenghts, Weaknesses, Opportunities and
Threats using SWOT matrix. This research is held in PT Aviastar Mandiri,
Jakarta. The research datas are token based on the company decission makers. The
research variables are dividing by two kinds of strategic factor variables; those are
internal strategic factor variables and external strategic factor variables.
The results from the research shown that the company has strengths on
internal strategic factors such as; company reputation, quality ofservice, ability to
understanding other company/competitor, ability to distribute service,company
human resource quality, operating location There are four strategic factors which
are includes on the company weakness such as service prices, aircraft variation,
product service variation, and promotion. The opportunities for the company
shown on the external strategic factors are business market condition wich
changing from time to time, consumer loyality, aviation technology in advance,
competition on service prices, license implemented by liaison departement of the
country. On other hand, the company have five external strategic factors; which
are includes on threats, many aviation companies plays in air charter business,
Inflation, political condition in the country, promotion held by competitor.
The company business positions shown on the research with SWOT
diagrams is shown on the first quadrant with value [(2, 97), (3, 00)] based on
management perception. The strategies that suggest can be used for the company
on this position is growth oriented strategy. Strategies wich are suit the
formulations for competittive strategy at the company are concentrating on
horizontal strategies and diversivication growth strategies using conglomerate
growth strategy.
Based on the company internal and external strategies, factors average
value are [(2,97),(3,00)]. The alternative strategies which suit for the company
based on SWOT matrix analysist is using S-0 Strategies. These strategies means
company strategies step using the companies strength to maximilize companies
opportunity.
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- Management [4527]