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THE MARKETING STRATEGY ANALYSIS OF GARUDA INDONESIA IN GAINING LOST MARKET AFTER COVID-19 PANDEMIC (INTERNATIONAL FLIGHT)
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The Covid-19 Pandemic has threatened all industries in the world, especially the aviation industry. One of the best full-service Airlines in Indonesia, Garuda Indonesia, was also affected by the Covid-19 pandemic. In 2019, Garuda Indonesia experienced a decrease in market share, and during the Covid-19 pandemic, Garuda Indonesia had a revenue decrease of almost 90%. The focus of this research is to find out the marketing strategies implemented by Garuda Indonesia, and the impact of the marketing strategy to gain back the market. The methods used in this research are the SWOT analysis, PESTEL analysis, Porter's Five Forces, and Porter's Generic Strategy. The source of data comes from various studies conducted before and Focus Group Discussion (FGD) with commercial or marketing experts of Garuda Indonesia. This research found that the marketing strategies affect the number of markets that can be achieved. Then, Garuda Indonesia can conduct intensive strategies which include market penetration, market development, and product development
Nabila Aysca Fakhira - Personal Name
Ayu Saleha Faisal - Personal Name
Tito Warsito - Personal Name
Indriyati - Personal Name
Ayu Saleha Faisal - Personal Name
Tito Warsito - Personal Name
Indriyati - Personal Name
digital
2622-5778
NONE
electronic file
English
ITL Trisakti
2020
Jakarta
GROSTLOG 2020
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