Analisis strategi persaingan PT Garuda Indonesia

NASUTION, Irfansyah, Gudono, Dr. MBA

2009 | Tesis | S2 Magister Manajemen

Kancah bisnis penerbangan Indonesia seperti lomba dayung di sungai berair tenang yang menjelma menjadi kompetisi arung jeram. Perusahaan-perusahaan penerbangan yang tergolong pendatang baru mendongkrak dinamika pasar. Pengguna moda transportasi ini melonjak karena keterjangkauan tarif. Garuda Indonesia yang sebelumnya menguasai pasar, nyaris tergagap membenahi diri di tengah arus perubahan ini. Kondisi industri penerbangan yang sedang mengalami perang harga, mengharuskan Garuda Indonesia menata kembali strategi persaingannya. Pada thesis ini dibahas dan dianalisa strategi persaingan yang dilakukan Garuda Indonesia. Pemilihan strategi dihadapkan pada kondisi industri dan persaingannya, maupun kondisi internal perusahaan sendiri dan posisinya dalam persaingan. Dalam pembahasan dilakukan analisa yang menggunakan kerangka analisis Five Forces Model dan analisa SWOT.. Hasil analisis dalam diagram SWOT menunjukkan Garuda Indonesia berada di kuadran III, yang menunjukkan perusahaan memiliki peluang pasar yang besar, namun di lain pihak menghadapi masalah kelemahan internal. Dalam posisi ini, Garuda Indonesia perlu menerapkan strategi turn around.

Competition of airline business in Indonesia has transformed itself from a rowing competition into a rafting competition in a wild river. New comers in airline business influent market dynamics. The number of passengers has significantly increased due to more affordable ticket prices. Garuda Indonesia, previously market leader, is struggling to straighten up itself in facing this tremendous change in the industry. The tariff war has forced Garuda to re-evaluate its competition strategy to be more competitive. This thesis studies and analyzes competition strategy done by Garuda Indonesia. The selection of strategy is faced to; the condition of the industry and its competition (external conditions) and its internal conditions as well as its position in the competition. In this study Five Forces Model and SWOT analysis are used. The result of analysis, presented in SWOT diagram, shows that the position of Garuda Indonesia is in Quadrant III, which means the company has big opportunity yet is facing internal weakness problem. In this case Garuda Indonesia should implement turn around strategy.

Kata Kunci : Industri penerbangan,Strategi persaingan,Analisa SWOT,Five forces model,Strategi turn around