Industry competitive analysis of low cost airlines in Indonesia

REZA, Mohammad Faizal, Ertambang Nahartyo, Dr.,M.Sc

2005 | Tesis | Magister Manajemen

Penelitian ini dibuat, bertujuan untuk memberikan gambaran menyeluruh mengenai industri penerbangan di Indonesia. Terutama perusahaan penerbangan yang mengaplikasikan Low Cost Strategy, dimana akhir-akhir ini industri penerbangan di Indonesia mengalami krisis yang diakibatkan oleh faktor eksternal perusahaan. Oleh karena itu dalam kaitannya dengan tujuan peneliatian yang ingin mengetahui industri penerbangan di Indonesia, khususnya perusahaan penerbangan yang mempraktekkan Low Cost strategy, penelitian ini ingin mengupas le bih jauh faktor -faktor eksternal tersebut, sejauh mana pengaruh faktor eksternal terhadap industri penerbangan. Fenomena low cost strategy adalah fenomena baru dalam industri penerbangan di Indonesia, pada awal pelaksanaannya, strategi ini sangat berhasil, akan tetapi, pada awal tahun 2005, setelah terjadi krisis harga minyak, beberapa maskapai penerbangan yang mempraktekkan Low Cost strategi mengalami kerugian yang besar, sehingga mereka beramai-ramai menaikkan harga tiket mereka. Untuk mengidentifikasi masalah didalam dunia penerbangan, penelitian ini menggunakan sumber data sekunder, untuk melakukan pengamatan terhadap industri penerbangan secara menyeluruh di Indonesia, data sekunder digunakan karena data ini memberikan tingkat obyektifitas dan independensi tersendiri. Setelah datayang terdapat padasumber sekunder didapat, data-data tersebut diklasifikasikan menurut kerangka analisis yang diambil dari teori yang ada, seperti mengidentifikasi kekuatan yang ada dalam industri , mengidentifikasi driving forces, key success factors, opportunity and threats dalam industri penerbangan di Indonesia. Pemain baru dalam dunia penerbangan di Indonesia, yang mengimplementasikan strategi low cost terjebak ditengah-tengah krisis minyak dan masalah-masalah lain yang ada didalam industri, mulai dari masalah peraturan dan kebijakan pemerintah, hingga masalah internal dalam perusahaan, penelitian ini hanya menitik beratkan pada permasalah eksternal perusahaan, yang sekiranya dapat menjawab permasalahan yang timbul didalam industri penerbangan.

This research has its purpose, to give overall illustration about airline industry, especially to airlines, which applied low cost strategy, their vulnerability to factors, which classified as macro environmental factors, excluded from company environment. This research also tries to identify factors that influence the airline industry, and focused on problems, which occurred lately to airline industry in Indonesia. The implementation of low cost strategy is new to Indonesia airline industry. In the beginning of its implementation, it was showing great profit, and great future prospect. But after those strategy run for successful four years, the problems were occur, which triggered one of them, by the increased world oil price. To identify overall problems to Indonesia airline industry, this research was doing secondary sources data analysis, in order to do observation of airline industry. The secondary data was used because it gives independent and objective perspective regarding the issues. In doing industry analysis, this research absorb all information provided by secondary data and classified those data into analytical framework which provided by theories available. Identify the driving forces, the key success factors, find out the opportunity and threats available to Indonesia airline industry and doing strategic analysis. The new entrants in Indonesia airline industry, who tried their fortune in this industry by relying in low cost strategy, seemed to be trapped in the middle of troubles. They already applied for low cost strategy, leased their aircraft, applied for flight approval and aircraft operator certificate, recruiting the flight crew. But in the process, they got many hard problems to be solved, which can be classified as external problems, that out of their control. Therefore, it is important to do external environment analysis before a business entity decides to enter one industry. As already mentioned before, this research tries to figure out Indonesia airline industry with its problems from many perspectives with data provided by secondary sources.

Kata Kunci : Strategi Bisnis,Industri Pembangunan,Low Cost Strategy, Industry Analysis, Airline Industry, Low Cost Strategy, Low Cost Airline, Low Cost Carrier