marketing strategy/ strategi pemasaran - mandala-tiger airline
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Mandala Air Marketing Plan - The Second Life1
Mandala Air Marketing Plan - The Second Life2
Mandala Air Marketing PlanThe Second Life
Mandala Air Marketing Plan - The Second Life3 Mandala Air Marketing Plan - The Second Life3
Overview :Mandala Air
Situation Analysis : •Macroeconomic environment•4 Cs analysis : Change, Consumer, Competitor, Company
•SWOT Analysis
Marketing Segmentation, Target
Market, and Positioning
Marketing goal and objectives Marketing Strategies
and Tactics
Resources allocation and budgets
Controls – progress measurement and
monitoring
Comprehensive Mandala Air Marketing Plan Framework
Analysis Marketing Objectives
Marketing Strategy
Implementation
Action Plan
Evaluation
Consumer Insight
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2
3
4
5
6
7
8
9
Mandala Air Marketing Plan - The Second Life4
Executive summary
• Mandala Air was once a glorious airline in Indonesia, in January 2011 they stopped their operation due to bankruptcy.
• Because of the future prospect in Indonesia airline is quite good, Saratoga Group bought 51% share of the airline, pledged with Tiger Airways 33%.
• Sandiaga Uno, co-founder and chief executive of private equity firm Saratoga Group and Chin Yau Seng, Tiger’s chief executive, are very optimistic about the Indonesian market and ready to compete with established budget airlines
Mandala Air Marketing Plan - The Second Life5
About Mandala Air
April 17, 1969 Established. The founders were Col. Sofjar, Maj. Gen. Raden Soerjo, Adil Aljol, Maj. (Air Force) Soegandi Partosoegondo, Kasbi Indradjanoe and Darwin Ramli
12
5
May 2011• Tiger Airways acquire a
33 % stake, Saratoga Group 51 % of Mandala.
• Mandala Airlines focus on Low Cost Carrier market
Jan 13, 2011Mandala Airlines temporarily stopped flying all of their fleet due to debt problems.
4
June 2012Rebranding the new Mandala Tiger Plane Appearance
April 5, 2012First domestic route, based in Jakarta and Medan
April 20, 2012First international destination when it launches the Medan-Singapore route.
May 2012• Mandala created a
special niche among Indonesia's low-cost carriers by creating an image as a safe airline.
3
6
Mandala Air Marketing Plan - The Second Life6
Situation Analysis : 4 Cs Diamond
Economy Soc-Cul
Tech
Market
Pol-Leg
Change• IT is expand very fast, Social Media Revolutions • Internet become very popular
• Social Media Phenomenon• People with high mobility
• The growth of the aviation industry doubled from Indonesia's economic growth average 20% -21% per year.• Low cost carrier (LCC) service more attractive to suck 80% market share.•Target of middle-class people of Indonesia increased by 7 million people each year.
• Aviation Law. • The rules on Law No. 1, 2009 on Aviation, • Aviation regulation and government policy • The increase in aviation fuel prices
Economy Soc-Cul
Tech
Market
Pol-Leg
Change
Mandala Air Marketing Plan - The Second Life7
Situation Analysis : 4 Cs Diamond
Economy Soc-Cul
Tech
Market
Pol-Leg
Change
Situation Analysis : 4 Cs Diamond
Economy Soc-Cul
Tech
Market
Pol-Leg
Change
Customer
• Customer more educated• Customer have many
choices• Customer more demanding
and difficult to satisfy.
Company
• Company is value-decider• The must existing competence
analysis for the company.• Company have several choices
that is go/invest, no no/hold, harvest and divest.
Competitor
Mandala Air Marketing Plan - The Second Life8
Macro Economy Indicator Data
Population 240 millionGDP growth (%) 6,5 %GDP per capita (US $) 3600Exchange rate per US$ 8500Poverty Number 14,6%
Macro Economy Indicator Data
Net Capital Inflows (Million) 22.64
Increase Economic Growth 7 %
Indonesia’s Income Per capita prediction 2030 (US$)
10,000
Economic Growth ASEAN 6,9%
Macro Economic
The Fourth Cluster Driving Growth : food and beverages industry, Textiles, textile products, and footwear industry, electronics and electronic components industry, and transportation equipments and automotive components industry.
Mandala Air Marketing Plan - The Second Life9
Competitor Analysis
Airlines in average
Competitor Analysis
Existing Airline Value Curve
Price Food Lounge Choices of Seat Class
Hub Connecti
vity
Low Price
Fast Departure from Cities
Comfortable
Baggage Included with
Ticket Price
Airlines in average
v
Mandala Air Marketing Plan - The Second Life11
Market Share
Airline Frequency share
Capacity share
Domestic routes
Lion Air 38.9% 45.5% 92Garuda Indonesia 20.9% 21.6% 38
Batavia 12.7% 10.7% 55Sriwijaya Air 9.8% 8.8% 39Merpati Nusantara 7.4% 5.9% 41
Mandala Airlines 3.0% 3.0% 17
Indonesia AirAsia 1.6% 1.8% 6
Source: OAG Max Online for w/c 10 January 2011
12
SWOT Matrix AnalysisStrength • Shares own Mandala Saratoga
Capital (51%), Tiger Airways (33%), concurrent credit 15%, and the old shareholders Cardig and Indigo (1%)
• Safe and reliable flights
Weaknesses• Service resource is limited by
lower costs Limited human resources Situation.
• Brand is vital for market position and developing it is always a challenge
• Mandala routes are limited.Opportunities• The growth of the aviation industry average
of 20% -21% per year.• Service low cost carrier (LCC) more
attractive to suck 80% market share.• Increased tourism sector
Treats• High fuel price decreases yield• Aviation regulation and government policy• The increase of in the customer's
requirements of higher-quality products / services
Mandala Air Marketing Plan - The Second Life
Strength/ opportunities (SO)• Increase Market Share • Increase Sale & Revenue • Expand current customer rewards
program to build customer loyalty.
Weaknesses/ opportunities (WO)
• Build Strong Mandala Brand• Increase the Route• Focus on service, speed and
departure point-to-point.
Strength/ Treats (ST)• Expand brand recognition as top
low-cost air carrier• Focus on the importance of safety,
security, and service.• Offer the most competitive price
Weaknesses/ Treats (WT)• Increase load capacity • Initiate employee rewards
program for productivity and customer retention.
• Create expanded strategy
Mandala Air Marketing Plan - The Second Life13
Mandala Air Consumer Insight
3% 5% 5%8%
11%
13%18%
37% KoreaLondonPhilipineAustraliaHongkongBangkokKuala LumpurSingapore
4% 4% 4%4%
4%
4%
4%
4%4%7%9%
9%
9%
13%
13%
BalikpapanBanjarmasinJambiJayapuraLampungSingkawangSoloTanjung PuttingLombokSampitDenpasarMakasarSemarangSurabayaYogyakarta
Within a year, have you ever
travel?
Customer’s Profile
29%
36%
14%
21%1-3 time/year
4-8 time/year8-12 time/year
>12 time/year
Domestic Destination International Destination
100%YES
How many times a year do you
travel?
What was your destination?
1 2
3
Mandala Air Marketing Plan - The Second Life
Airplane100%
Airplane79%
Own Vehicle 13 %
Bus/Travel 7%
Train 1%
Airline’s Profile
What kind of transportation do
you use?
For Domestic Destination
International Destination
1
Mandala Air Marketing Plan - The Second Life
Airline’s Profile
3%3% 3%
5%
14%
14%30%
30%Batavia Air
Kalstar
Singapore Airlines
Sriwijaya
Lion
Mandala
Garuda
Air Asia
What airlines do you use to travel?
Why do you use this airlines?
79 % because of the Price75 % because of the promo65% because of the Route Hub57% because of the airlines provide food57 % because of the punctual time25% because of the comfort8 % because of the Lounge availability
Yes38%
No46%
I don’t Care15%
Do you aware about the type of the plane? (ex. Airbuss, boeing etc)
Where do you Buy the tickets?71% Online | 29% Travel Agent
Airplane100 %
2
3
4
5
Mandala’s Brand Awareness
Yes100 %
Have you heard about Mandala
Air?
No25%
Yes75%
News 53 %
Internet 47 %
Have you flight using Mandala Air?69% Yes | 31% No
18% Good Service18% Good Pilot (Landing)14% Easy & quick to do reservation online14% Clean and Comfort16% Fare Price14% Punctual
Why?
Have you flight using Tiger Air?36% Yes | 64% No
25% Service Not Good18% Using old Plane18% Bad Interior12% Bad Turbulence
Why?17% Cheap Price6% Good Service
Are you aware that now Mandala is operating again?
Mandala Air Marketing Plan - The Second Life18
Netnography
The Power of STP to Win The Mind Share…
Mandala Air Marketing Plan - The Second Life20
Marketing Strategy & Competitive Positioning
Travelers Promo Lovers Shopaholic Value Added
Seeker
Value Added Seeker
Low Price – High Value
Segmentation Targeting Positioning
Mandala Air Marketing Plan - The Second Life21
Marketing Goals & Objectives
Communicate the New
Mandala Values and Commitment
Build a strong Mandala
Brand
Open new route with lower costs
IncreaseMarket Share
Increase Sales &
Revenue
Create Mandala New
Experience
Mandala Air Marketing Plan - The Second Life22
Marketing Mix 4 Cs Strategies and Tactics
Set the price to be affordable. Below Full Service and average Low Cost Carrier Airways.
Open New Route, • new route • Full Service Route
Travel Agent, Online, Smartphone Application
360 degree Communication
Cost Consumer Convenient Communication
Mandala Air Marketing Plan - The Second Life23
consumerModel Primarily point-to-point routes
Locations Mandala operated scheduled services to 3 international and 17 domestic destinations
Focus Cities Daily flight between Jakarta and Medan. International destination : Kuala Lumpur in Malaysia & Medan-Singapore.
Indonesia : Jakarta - Soekarno-Hatta International Airport [Hub]; Medan - Polonia International AirportSingapore : Singapore Changi AirportMalaysia : Kuala Lumpur – Kuala Lumpur International Airport
Other routes that have been approved include Jakarta-Singapore and Singapore-Denpasar (Bali)-Jakarta.
Terminated destinationsHong Kong - Hong KongIndonesia - Balikpapan, Banjarmasin, Batam, Bengkulu, Denpasar/Bali, Jambi, Kupang, Padang, Pangkal Pinang, Pekanbaru, Semarang, Surabaya, Tarakan, Yogyakarta.Macau - Macau Average Stage Length : 5 hours
Mandala Air Marketing Plan - The Second Life24
Consumer New Route
New Route
• Medan – Singapore – Raja Ampat/Wakatobi
Full Service Airlines Route
• Medan – Bali
Not Favorite Route
• Medan - Maluku
Situational Analysis
Strategy Clock (Pricing Strategy)
Mandala
In-flight service– Mandala Airlines is give choices of seats class service airline. It had a buy on board service offering food and beverages
for purchase by passengers, but no in-flight entertainment. Seats were reserved and allocated during check-in. Free in-flight magazines or newspapers and blanket were provided during flight.
– Mandala Airlines had a baggage are included in the flight price about 20 kilos. Priority passengers also benefit from better seat locations (at the front of the aircraft), free lounge access and free food and beverages (both in lounges and during flight).[
• Ancillary Fees : Reservation changes, baggage limitations, frequent flyer point sales, concession
Mandala Air Marketing Plan - The Second Life26
Convenient (Ticketing Strategy)
Mandala web site website for customers
to book and pay for tickets electronically.
Mandala Bye-Pass® airport self-service
kiosks Mobile Web program
Travel agency web sites (e.g. Travelocity,
Expedia)
Corporate booking agencies
Traditional travel agencies
In line with current airline practice, Mandala
Airlines utilized an electronic ticketing and an e-payment system.
The airline had a 24-hour call center
Mandala T.T.MTicket Teller Machine
Mandala Air Marketing Plan - The Second Life27
Mandala Air Marketing Plan - The Second Life28
Marketing and Brand Position
Customer Leadership
Clarification
Core Area
Marketing Vision
Mandala Air = “LCC Airline” Icon
Marketing Expertise & Organization
Product Leadership
Maximize Marketing Efficiency
Brand Leadership Premium
Brand Strategy Platform...
Brand TargetValue Added Seeker
Brand Essence Everyone already fly
Brand Positioning
Low Price – High Value
Brand PersonalityActive, Dynamic, Modern
Airlines in average
Price Food Lounge Choices of Seat Class
Hub Connecti
vity
Low Price
Fast Departure from Cities
Comfortable
Baggage Included with
Ticket Price
v
NEWThe differentiations of Mandala Air than the competitor…
Mandala Value Curve Proposed
Co creation
Mandala ExperienceMandala Check and Go
Conversation
Mandala lovers
Communal Activation
• Mandala Lovers’ Near You! • Mandala Lovers’ with You! • Mandala Lovers’ with Community
Campaign
Recent "All You Can Fly" promotions
allowed consumers to buy a monthly pass
for unlimited travel to Mandala destinations. Mandala believes half of the buyers had not flown them before.
All you can Fly
Local Campaign
Where can Fly
Global Campaign
Education & Awareness
Product Experience
Credibility/Image
Relationship
Media GatheringPR Activities
Mandala Tiger Air
“We’re Back”
Exhibition Mandala
Tiger Air Mobile Booth
Advertisement, TVC @
Commercials TV and Youtube
Active at Social Media, Mandala Tiger Air Mail List Developing
affiliate relationships
with banks
Sales : Number of Sales
and Profit
Brand Equity :
Mandala Tiger Air
All
you c
an F
ly
Sales : Number of Sales
and Profit
Brand Equity :
Mandala Tiger Air
360 degree Communication
The following table describes how Mandala's marketing program supports its brand position.
Mandala Air Marketing Plan - The Second Life34
Alternative Recommendation
Social Media Website Mandala Lovers Continue to Stress
Differentiation Leverage Integrated Customer
Service System Target Price Sensitive Customer Brand Ambasador
Mandala Air Marketing Plan - The Second Life35 Mandala Air Marketing Plan - The Second Life35
Period
Controls – progress measurement and monitoring
Mandala Air’s Marketing Performance
Mandala Air Marketing Plan - The Second Life36
thanks…
Mandala Air Marketing Plan - The Second Life37
Appendix
Mandala Air Marketing Plan - The Second Life38
Change
Economy Soc-Cul
Tech
Market
Pol-Leg
• IT is expand very fast, especially in communication • Social Media Revolutions • Internet become very popular• Expand the technology of the website (i.e. iPhone apps, etc.)
• Social Media Phenomenon• People mobility is increase
• The growth of the aviation industry doubled from Indonesia's economic growth average 20% -21% per year.• Low cost carrier (LCC) service more attractive to suck 80% market share.• Domestic aviation market still needs a lot of planes, at least up to 1,000 units considering Indonesia is an archipelago, while from the side of the plane is still defeated by India, China, even Singapore.• Target of middle-class people of Indonesia increased by 7 million people each year.• We have a lot of business sectors that depend on the airline business, such as the tourism sector. • There are 60 million passengers by 2015 and 75 million by 2020. This opportunity is a good market for Mandala with the concept of low cost carrier.• Foreign airlines took the market potential of Indonesia, foreign investment in Indonesia will be the toughest rival for local airlines in Indonesia.
• Aviation Law. Airlines or foreign investor will still be able to build the airline in Indonesia, as long as the majority of shares held by local investors.• The rules on Law No. 1, 2009 on Aviation, the aviation world investment of at least 50 million U.S. dollars is very burdensome and threatening local investors.• Aviation regulation and government policy • The increase in aviation fuel prices
Mandala Air Marketing Plan - The Second Life39
Competitor• When the Asean Open Sky enacted in 2015, the national airline
to compete with the airlines.• Six airlines So Tight Competitors in Asean Open Sky. Three-in-
class airline services is a full service Singapore Airlines, Thai Airways, Malaysia Airlines, while three other carriers in the class cost (low cost carrier / LCC) is AirAsia, Tiger Airways and Jetstar Airways.
• Long haul flight is an trial to get undeveloped market share• Differentiation from traditional LCC model by adding customer
services or operation as full service airline with low fare• Ongoing industry consolidation has opened up prospects for
new routes and airport deals• Full service airlines start cut costs to compete• Entrance of other LCCs• Increase in operation cost in producing value-added services• System disruption due to heavily reliance on online sales • The increase in customer’s requirements of higher-quality
products/services
Mandala Air Marketing Plan - The Second Life40
Customer• Customer more educated and have
many information to take decision.• Customer have many choices• Customer more demanding and
difficult to satisfy.• Customer loyalty is decrease because
a lot of promotion that offer more benefits.
• Customer tend to have more than one mobile phone
• Price- oriented segment is very big, but have low buying power.
Mandala Air Marketing Plan - The Second Life41
Company• Company is value-decider• The others 3C’s must be learned to
see the effect to campany.• The must existing competence
analysis for the company.• Base on the existing competence,
take the stretch possibilities.• Company have several choices that
is go/invest, no no/hold, harvest and divest.
• To decided the choice, depend on company risk attitude
Mandala Air Marketing Plan - The Second Life42
Competitor Analysis 4P’sMandala Air Lion Air Sriwijaya Air Air Asia Merpati
Nusantara Airlines
Batavia Air Citilink
PT Saratoga Investment Group (51%), Tiger Airways(33%),
Kreditur dan pemegang saham lama (16%)
PT Lion Mentari Airlines
PT. Sriwijaya Air PT. Indonesia AirAsia.
PT. Metro Batavia
Presiden Direktur
Diono Nurjadin Rusdi Kirana Chandra Lie Sardjono Jhony Tjitrokusumo
Joseph Saul
Mulai Beroperasi
17 April 1969, Berenti beroperasi 10 Januari 2011 – 4 April 2012
19 Oktober 1999
2003 6 September 1962
5 Januari 2002 8 Agustus 2008
Aliansi Tiger Airways Wings Air -
Slogan Partner Airlines of Tiger Airways We make people fly
Enjoy Simplicity
Jenis Kelas BisnisEkonomi
-
Program Frequent Flier
Lion Pasport Club
- Merpati EasyFlyer
Lounge Penumpang
Mandala Priority Lion King Lounge
-
Website www.mandalaair.com www.lionair.co.id
www.sriwijayaair.co.id
www.merpati.co.id
www.batavia-air.co.id
Facebook #fans
Merpati airlines # 2.432
Twitter #followers
@mandalaair #8.917@tigerairways #11.467
@tigerairwayssg #14.280
@lionairliners # 2.384
@SriwijayaairSJ #2.703
@Sriwijayaair #1.200
@airasiaid #147.745
@merpati_info # 5.011
@bataviaair #3.242 @citilink #18.154
Twitter tweets @mandalaair #632@tigerairways #352
@tigerairwayssg #1.063
0 @SriwijayaairSJ #18
@Sriwijayaair #2
30.929 6.330 28 8.147
Youtube CitilinkJumlah Armada
11 72 29 33
Kota Tujuan 16 61 36 87
Mandala Air Marketing Plan - The Second Life43
Price
Booking 24 April
2012 (7 – 14 Mei) - pagi
Mandala Air Lion Air Sriwijaya Air Air Asia Merpati Nusantara Airlines Batavia Air Citilink
Jakarta – Denpasar
Promo Rp. 401.000;
Promo Rp. 500.000;
Promo n/a Promo Rp. 379.000;
Eco Promo 0 Rp. 399.090;
Ekonomi
Rp. 643.000;
Ekonomi Rp. 530.000;
Reguler
Rp. 443.90
0;
Flexi Rp. 588.000;
Eco Budget Rp. 716.900;
Business
n/a Business n/a Ekonomi Rp. 698.000;
Eco Medium
Rp. 886.900;
Business - Eco Premium
Rp. 1.266.900;
Denpasar - Jakarta
Promo Rp. 544.000;
Promo Rp. 460.000;
Promo n/a Promo n/a Eco Promo 0 Rp. 399.090;
Ekonomi
Rp. 643.000;
Ekonomi Rp. 530.000;
Reguler
Rp. 443.90
0;
Flexi n/a Eco Budget Rp. 556.900;
Business
n/a Business n/a Ekonomi Rp. 918.000;
Eco Medium
Rp. 886.900;
Business - Eco Premium
Rp. 1.266.900;
Mandala Air Marketing Plan - The Second Life44
Place
Reservation by
Mandala Air Lion Air Sriwijay
a Air Air Asia
Merpati Nusanta
ra Airlines
Batavia Air Citilink
Website (online)
v v v v v v v
Travel Agency
v
AirportPhone
(call centre)
V v v
MobileKantor Pusat
V
Mandala Air Marketing Plan - The Second Life45
Promotion
Mandala Air Lion Air Sriwija
ya Air Air AsiaMerpati Nusantara Airlines
Batavia Air Citilink
Online Promotion
Visaepayment
BcaVisaBank briBniBiiBank sumselVisamaster
VisaMandiriOCBC NISPKlik Bca
BCAMandiriNMOVisaMasterPaypalDiscoverAmerican Express
Mandala Air Marketing Plan - The Second Life46
Service
Mandala Air Lion Air Sriwijaya Air Air Asia Merpati Nusantara Airlines Batavia Air CitilinkBooking v v v v
My Flight v v vFlight Info v v v
Hotels & Tours v vTravel Info v v v
Loyalty Program v v v vCourier vCargo v
Entertainment vOnline Shopping v v
Credit Card vSavers Account v
Corporate v vPromosi v v v
Webbanner v v vservices v v
experience vcar v
asuransi vQuick links v
Web check in vAt the airport v
Situational Analysis
Ansoff Matrix
ProductsExisting New
Markets
Existing
Market Penetration/Consolidation
1
4
Product Development
2
5
New
Market Development
3
Diversification
Situational Analysis• Strategy Clock (Pricing Strategy)
Mandala
49
SWOT Matrix AnalysisStrength 1. Shares owned Mandala Saratoga Capital (51%), Tiger Airways (33%),
concurrent credit of 15%, and the old shareholders Cardig and Indigo (1%).2. Tiger Sandiaga and prepare capital of U.S. $ 250 million.3. Tiger Airways business model adopted.4. Low-cost airline5. Mandala operated scheduled services to three international and 17 domestic
destinations, used a narrow-body fleet of Airbuses.6. The name Mandala is not changed7. Safe and reliable flights8. Tiger Airways, together with its associated airlines, operates a fleet of 32
Airbus A320 aircraft
Weaknesses1. Service resource is limited by lower costs Limited human resources
Situation Could not handle irregular.2. Government interference and regulation on airport deals and
passenger compensation.3. Non-central location of secondary airports.4. Brand is vital for market position and developing it is always a
challenge5. Heavy reliance on outsourcing6. New entrants to Provide the price-sensitive services7. Mandala is still not a good name in the public eye since 2011 had
been frozen.8. The plane is still not much9. Mandala routes are limited.10. Other companies using the LCC business model too.11. New Mandala will penetrate the Jakarta-Medan route. As for the
international flights will start from Jakarta to Kuala Lumpur, Malaysia.
OpportunitiesA. The growth of the aviation industry average of 20% -21% per year.2. Long haul flight to get your trial is an undeveloped market share3. Differentiation from traditional LCC models by adding customer services or as full-service operation with a low fare airline4. Ongoing industry consolidation has opened up prospects for new routes and airport deals5. High fuel prices will squeeze out unprofitable competitors6. Service low cost carrier (LCC) more attractive to suck 80% market share.7. 16 domestic routes and four international routes8. Target the middle class 7 million people each year.9. Increased tourism sector10. 60 million passengers by 2015 and 75 million by 2020.11. Mandala will operate 10 Airbus A320 aircraft.12. Aviation Law. Airlines or foreign investment will still be able to build the airline in Indonesia, as long as the majority of shares held by local investors.13. Expand the technology of the website (ie iPhone apps, etc.)
Strength/ opportunities (SO)1. Increase Market Share 2. Increase Sale & Revenue 3. Expand current customer rewards program to build
customer loyalty.4. Expand freight air portion into former Tiger Airway
and Local areas5. Mandala Airlines utilized an electronic ticketing and an
e-payment system. The airline had a 24-hour call center and a website for customers to book and pay for tickets electronically
Weaknesses/ opportunities (WO)1. Build Strong Mandala Brand2. Increase number of pesawat3. addition Route4. Improve efficiency through the use of aircraft
Airbuss5. Focus on service, speed and departure point-
to-point.
Treats1. Full service airlines cut costs start to Compete2. Entrance of other LCCs3. High fuel price decreases yield4. Accident, terrorist attack, and disaster and affect customer confidence5. Aviation regulation and government policy6. Increase in operation cost in producing value-added services7. System Disruption due to Heavily reliance on online sales8. Asean Open Sky enacted in 20159. Six airlines So Tight Competitors in Asean Open Sky (Singapore Airlines, Thai Airways, Malaysia Airlines, AirAsia, Tiger Airways and Jetstar Airways.10. The regulation on Law No. 1,2009 on Aviation, the aviation world investment of at least 50 million U.S. dollars is very burdensome and threatening local investors.11. Foreign airlines also eyeing the market potential of Indonesia, foreign investment in Indonesia will be the toughest rival for local airlines in Indonesia.12. The increase of in aviation fuel prices13. The increase of in the customer's requirements of higher-quality products / services14. Tiger Airways Mandala proposed name is replaced with the name Tiger.
Strength/ Treats (ST)1. Expand brand recognition as top low-cost
air carrier to eliminate competition. 2. Retain low-cost operating strategy to
remain competitive.3. Focus on the importance of safety,
security, and service.4. Focus on the timeliness5. Offer the most competitive price
Weaknesses/ Treats (WT)1. Increase load capacity to get2. maximum value out of jet fuel.3. Initiate employee rewards program
for productivity and customer retention.
4. Create expanded strategy and growth plan to thwart competition.
5. Reduce the cost of jet fuel that will decrease operational costs
Mandala Air Marketing Plan - The Second Life
Mandala Air Marketing Plan - The Second Life50
Netnography (3)
Mandala Air Marketing Plan - The Second Life51
Netnography (3)
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