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Market Attraction and Market Based Strategies for Competitive Advantage in the Aviation Industry
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Abstract: The strategic orientation to face the crisis due to the Covid-19 pandemic is not enough to rely solely on
market capabilities and dynamics driven by incentives from the government. The aviation industry needs a basic
strategy to get out of the crisis and face the new normal by strengthening the attractiveness of the industry. The
advantages that are built on values that become market attractiveness need to be explored so that they become the
basis for developing concepts that serve as frameworks for solving problems. The research objective is to analyze the
attractiveness and market-based strategies to increase competitiveness in the aviation industry. Descriptive research
verification survey of 32 airlines with the observation unit leaders and employees and customers. Data analysis used
variant-based structural equations (Structural Equation Modeling - SEM). The results show that market attractiveness
remains a value for customers to be managed by the company. The implementation of company strategy with customer
focus, competitor intelligence, cross-functional intelligence, and performance implications encourages the excellence
of the company's position in terms of both price and quality, including innovation in providing services to customers.
Keywords:Attractiveness, market-based strategy, competitive advantage,
Suharto Abdul Majid - Personal Name
Ryan Firdiansyah Suryawan - Personal Name
Prasadja Ricardianto - Personal Name
Yosi Pahala - Personal Name
Euis Saribanon - Personal Name
Sonya Sidjabat - Personal Name
Mochamad Arif Hernawan - Personal Name
Abdullah Ade Suryobuwono - Personal Name
Ryan Firdiansyah Suryawan - Personal Name
Prasadja Ricardianto - Personal Name
Yosi Pahala - Personal Name
Euis Saribanon - Personal Name
Sonya Sidjabat - Personal Name
Mochamad Arif Hernawan - Personal Name
Abdullah Ade Suryobuwono - Personal Name
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