STRATEGI PEMASARAN JASA ANGKUTAN UDARA DENGAN MENGGUNAKAN ANALISIS SWOT PADA PT. GARUDA INDONESIA DI UPBU FRANS SEDA MAUMERE

Abstract

This research aims to (1) identify and analyze the factors that become the strengths, weaknesses, opportunities and threats of PT Garuda Indonesia at UPBU Frans Seda Maumere. (2) to know the Internal and external factors of PT Garuda Indonesia at UPBU Frans Seda as consideration material to define the policy of the company. (3) to find out alternative best marketing strategy for PT Garuda Indonesia. The population in this study is from internal and external factors of the company. The sample of the study consisted of 4 people from the company and 50 passengers. Data analysis includes data collection stage (external and internal evaluation), analysis Stage (SWOT matrix, external Internal matrix), decision-making phase.

Based on internal and external analysis of the company and Cartesius diagram can be obtained that the main strategy of PT. Garuda Indonesia is the Growth strategy where PT. Garuda Indonesia can develop by Make use of local events and better promotions. Based on the SWOT matrix then can be deduced some development through consideration of internal and external factors of the company that can be beneficial to the progress of PT. Garuda Indonesia

Keywords: internal analysis, external analysis, SWOT analysis