MARKETING STRATEGY OF GARUDA INDONESIA TO MAINTAIN THE BUSINESS SUSTAINABILITY IN 2019

Abstract

Garuda Indonesia is a full-service Indonesian airline that becomes peoples’ choice to travel to many destinations. At present, the airline business in the aviation industry is very competitive, therefore every airline needs to use strategy to maintain business sustainability. This study aims to determine the strategies used by Garuda Indonesia through the analysis of internal factors (strengths-weaknesses) and external factors (opportunities-threats), to determine the company's position on the IE Matrix, and SWOT analysis diagrams, to determine the strategy on the SWOT or TOWS matrix and find out the 7P marketing mix strategy used by Garuda Indonesia. This study used a qualitative approach through surveys and used SWOT analysis tools. Based on IE Matrix, Garuda Indonesia is in the Cell V Hold and Maintain. In the SWOT analysis diagram, Garuda Indonesia is in the Quadrant I Growth, which means using the SO (Strength-Opportunity) strategy on the SWOT or TOWS Matrix. From the results of the discussion, it can be concluded that the strategy used by Garuda Indonesia is market penetration and product development.