Dewi Ayu Pramitha Primary Author Tito Wasito Additional Author Imam Ozali Additional Author

Singapore airlines is still favorite among people who considered using airlines easy to reach their destination. Business competition in the aviation industry is very tight., This situation obviously makes the passenger volume is declining. The purpose of this research are (a) To analyze the internal factors (strengths and weakness),(b) To analyze the external factors (opportunities and threats), (c) To determine the position of the company’s on the matrix IE, diagram SWOT and the matrix TOWS or SWOT, and (d) To determine the strategies to increase sales of seats . Research method was using qualitative method with survey and SWOT Analysis as the tools. Based on IE Matrix, this company isin a position relatively excellent. Then,on the result of diagram SWOT is in the Quadrant I which means the company is in an aggressive position, so that it can be concluded that the strategy used for the SWOT Matrix is SO strategy.SO strategy is the strength to take advantage of opportunity that owns by the company. From the results can be found that the suitable alternative strategy for this company is market penetration and product development.