Marketing Plan PT Angkasa Pura I (Persero)
NOVRIHANDRI (Adv.: B.M. Purwanto, Dr., M.B.A.), B.M. Purwanto, Dr., M.B.A.
Tujuan penelitian adalah bagaimana menyusun Perencanaan Pemasaran PT Angkasa Pura I (Persero) secara keseluruhan atau korporasi dan mengharapkan dokumen tersebut menjadi pedoman dalam segala aktivitas pemasaran dalam perusahaan. Adapun cara penelitian yang digunakan adalah dengan melakukan analisa secara deskriptif kualitatif dengan menggunakan data primer dan sekunder melalui
grup diskusi fokus. Grup melakukan identifikasi atas lingkungan baik lingkungan eksternal dan lingkungan internal yang dapat mempengaruhi perusahaan. Setelah
itu, grup diskusi fokus merumuskan faktor-faktor kunci keberhasilan dan melakukan analisa SWOT. Penelitian ini dilanjutkan dengan melakukan analisis kesenjangan antara hasil analisis dengan target perusahaan sehingga ditetapkan
strategi pemasaran yang sesuai. Strategi pemasaran dirinci dalam program kerja pemasaran yang dibuat secara periodik dan bertahap serta berkesinambungan. Dari penelitian ini disimpulkan bahwa perusahaan harus membuat dokumen
perencanaan pemasaran dan dalam pelaksanaannya harus berkoordinasi dengan unit lain yang direview secara periodik. Strategi pemasaran yang bisa diterapkan di
perusahaan adalah: (1) perbaikan pelayanan yaitu antrian, terpadu dan fasum (2) intensifikasi produk yaitu diferensiasi tarif dan peningkatan kapasitas produksi (3) integrasi bisnis portofolio yaitu kelola CIP Lounge, parkir, terminal kargo, departement store, (4) perbaikan proses bisnis yang berbasis ICT yaitu MUCS, PSC System, CRM dan Internal Record System, (5) melakukan diversifikasi yaitu membangun hotel, tempat rekreasi, wahana olahraga, dan restoran franshice (6) melakukan ekspansi berupa airport city di bandara Juanda-Surabaya. Semua strategi ini dapat dicapai terutama dengan meningkatkan kualitas sumber daya manusia dan meningkatkan investasi dengan menggunakan skala prioritas.
The objectives of this research are first, on how to organize Marketing Plan of PT Angkasa Pura I (Persero) as whole or as incorporation and expecting from such documents to become the guidelines in every marketing activities of the company. The method that this research utilized is by conducting a descriptive and qualitative analysis by using primary and secondary data in a focused group discussion. The groups conduct identification of the environment which includes both external and internal environment which can influence the company. Afterwards, the groups will formulate the key success factors and execute the SWOT analysis. This research then will be continued by creating an analysis towards the gap between the results of the analysis and the company targets which
therefore the proper marketing plan will be set. The marketing strategy is itemized into marketing program which is made periodically, gradually and sustainably.
And the research showed that company must establish marketing plan documents and during the process there must be a coordinated work of every unit which will be reviewed periodically. Marketing strategies which can be executed
by the company are: (1) enhancement of the service which is the queuing line, integrated and availability of public services, (2) intensification of products which is differentiation of tariffs and improvement of the production capacity (3) business portfolio integration which is the management of CIP Lounge, car park, cargo
terminal, department store (4) Improvement of the business process that are ICT based, such as MUCS, PSC System, CRM, and Internal Record System (5) Execute diversification which is to establish hotel, recreation area, sport centre, food court, and franchised restaurants (6) expansion as in airport city in Juanda Airport Surabaya. The entire strategies can be achieved primarily by enhancing the quality of human resources and improving investments by using the priority scale.
Kata Kunci : Marketing Plan Document, Environment Analysis,Key Success Factors, SWOT Analysis,Marketing Strategy, Marketing Program, PT Angkasa Pura I (Persero), Dokumen Perencanaan Pemasaran, Analisa Lingkungan, Faktor- Faktor Kunci, Analisa SWOT, Strategi Pemasaran,
