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Case Studies | Business Management | Indonesia | Volume 6 Issue 12, December 2017 | Popularity: 6.9 / 10
Development Strategy of PT XYZ in the Inflight Catering Industry
Martiana Kartika Dewi, Bonar Sinaga, Setiadi Djohar
Abstract: Strategy is a process of determining a plan that focuses on the organization long-term goals, accompanied by the preparation of a way or an effort that must be done in achieving the goals. The objectives of this research were (1) analyzing the advantages of PT XYZ Unit Jakarta (CGK) for company development (2) analyzing and formulating the right business development strategy for PT XYZ Unit Jakarta (CGK). The research used case-study method (observational case study) and IFE and EFE analysis for the preparation of IE Matrix to obtain alternative strategy. Selection of strategy priorities by using Quantitative Strategic Planning Matrix (QSPM). The results showed that PT XYZ is able to provide good response to companys external and internal factors. An alternative strategy result at the matching stage was the intensive strategy of market penetration, market development, and product development or integration strategy that is backward integration, forward integration and horizontal integration. The result of QSPM matrix showed that priority strategy to PT XYZ is developing one-stop service packages that matched to companys condition and being developed to be one of business development strategy. PT XYZ long term strategy was developing markets for the non-aviation sector as the inflights catering market was captive and requires a long period to develop.
Keywords: Strategic Planning, IFE, EFE, IE Matrix, QSPM, Inflight Catering
Edition: Volume 6 Issue 12, December 2017
Pages: 26 - 33
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