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.