International Journal of Management and Applied Science, ISSN: 2394-7926 Volume-3, Issue-8, Aug.-2017 http://iraj.in MANAGEMENTINNOVATION STRATEGY TO FACE THE COMPETITION OF DOMESTICCOMMERCIAL FLIGHT BUSINESS IN INDONESIA CASE STUDY: GARUDA INDONESIA AIRLINE S. RENDY ARDIANSYAH Department of Engineering Management, University of Birmingham, Birmingham, United Kingdom E-mail: [email protected] Abstract- Innovation is an essential part to be done bycompanies in order to survive for the tight competition in business industry. Being innovative does not just creating new product using the expertise of market researchers, and product developers. It also involves using capabilities of everyone in organisation to achieve the process that help new product to reach the market effectively and efficiently. Garuda Indonesiabecomes one of many companies that successfully innovate in their core business. They do a good innovation in their marketing strategy as well as in the company's management structure. In thispaper, a review of selected innovation strategy has been undertaken by Garuda Indonesia that can provide a competitive advantage and sustainability in the global market. Based on the literature review, a framework has been developed with key factors/enablers that determine the resilience and competitiveness of innovation strategy of Garuda Indonesia. This framework has been empirically studied by collecting data from annual report, and data from company. It involves a sample of competitor and provides further insight into the key characteristics associated with resilience and competitiveness of Garuda Indonesia airline that are influenced by advances in operations strategies, technology and globalisation. Finally, a detailed summary of findings and conclusions are presented. Keywords- Innovation; resilience; competitiveness; strategy. I. INTRODUCTION Indonesia recorded growth turn out to be a very promising business. This case then used by the other Innovation can be defined as the process of airline competitors including Lion Air to take developing, creating, and implementing the new advantage of the Garuda Indonesia's bad reputation technologies, products and services which results with a massive expansion plan to get the majority of value [1]. Companies should generate innovation to market share. Based on data from State-owned keep its value in global market. Some of them forget corporation that provides services operator of airports the importance of innovation including Garuda in Indonesia, PT. Angkasa Pura, the number of air Indonesia as Indonesian airline company. Back from passengers in Indonesia has increased year by year to eighties, after separated from the KLM Dutch airline over 25 million in 2005 and continues to grow [3]. company, Garuda Indonesia received benefits from This research will address how is the competitive the government to do concession of monopoly in the position of Garuda Indonesia to competitors and aviation industry. As a result, in 1982 Garuda whatinnovation strategies are used to make Garuda Indonesia became the 2nd best airline in Asia Indonesia rose again. afterJapan Airlines as well as being the largest and influential airline in the southern hemisphere. II. METHOD However, since the Indonesian government issued ministerial decree no.11/2011 and particular In this study, the data collection system is done using deregulation about air transportation and initial secondary data. The data source comes from operational procedures in 1999 [2], the development corporate and online data. Data collection is done in of commercial aviation industry is becoming stages according to the sequence of data which want increasingly widespread. Garuda Indonesia as to process first. For internal data of Garuda Indonesia national Indonesia airline can no longer dominate the Airline, the research group prioritizes the internal market for aviation services industry. A large number report source of the company because it will be of private airlines companies operating in Indonesia trusted and valid, while the idea for data related such as Lion Air, Sriwijaya Air, Adam Air and others external factors affecting the company derived from automatically enter and create a tight competition in the discussion group of researchers. Data obtained commercial flight business sector. Indirectly, this from an indirect source is used but sought by its case affected the position of Garuda Indonesia in supporting information as an example of another severe conditions. The situation was getting worse by more reliable site to validate the data obtained. the Asian crisis that hit Indonesia in the last two Data processing is done in stages in accordance with decades, a series of accidents suffered by Garuda the sequence of steps in conducting analysis of Indonesia, and the ban on flights to the European corporate strategy include three crucial steps: Union in 2007. In contrast from the problems structural analysis and positioning which consists of experienced by Garuda, the air transport sector in five forces analysis of Porter, and TOWS analysis; Managementinnovation Strategy to Face the Competition of Domesticcommercial Flight Business in Indonesia Case Study: Garuda Indonesia Airline 7 International Journal of Management and Applied Science, ISSN: 2394-7926 Volume-3, Issue-8, Aug.-2017 http://iraj.in Innovation strategy implementation which includes Carrier industries in Indonesia. Meanwhile, Garuda “seven S” model, and Innovation on trategy Indonesia only able to occupy the second position [6]. development which using Ansoff matrix; and Thirdly, the threat of product substitution. Product Identified the needs of the innovation aims to substitution of Garuda Indonesia is air transport determine the needs of customers who will serve as services of sea and land transportation. Customers the basis for making / designing products. Identified prefer products replacement like train, car or bus for the needs of the design is made to clarify the short-haul routes, while the product replacement like boundaries in developing management. Strategy ship chosen by considering lower cost. Fourthly, applied by the company then processed into Grand bargaining power of suppliers. Garuda Indonesia has Strategy.The analysis given for each step considers a variety of suppliers including PT. Angkasa Pura to quantitative, qualitative and related data to the firm. support operations, Pertamina company for fuel, The results that have been obtained in the form of while the engine used by the fleet of aircraft data from observation. manufactured by CFM International between Rolls- Royce in the UK, and General Electric in the United III. RESULT States. Lastly, bargaining power of buyers. Garuda Indonesia as the premium airlines will focus on two A. The Structural Analysis and Positioning of categories of customers both domestic and Garuda Indonesia international. Garuda Indonesia for its own domestic To be competitive in the aviation industry bothinside market focus on middle-class customers by providing and outside the country, determining weaknesses, Full-Service Company. For international routes, each strengths, opportunities, threats, and strategies year Garuda Indonesia earned substantial profits from become crucial [4]. At this stage, I use the model of the Indonesian pilgrimage to middle east. Porter's five forces to analyse the competition of 2) TOWS Analysis Garuda Indonesia which is a widely used approach to Marketing audit is a systematic, comprehensive, develop a strategy in many industries and TOWS independent and always takes place on a regular basis Analysis to identify factor that affecting the company. in a company. Recommendations and solutions to improve the company's performance will be 1) Five Forces Analysis generated through this activity [7]. In this part, I tried The competitive strategy aims to establish the to implement Garuda Indonesia’s marketing audit profitable and sustainable position against the forces using a TOWS analysis. TABLEI TOWS ANALYSIS that determine industry competition [5]. Garuda Indonesia's business strategy in the competitive WEAKNESS STRENGTHS 1. Garuda Indonesia always 1. Perform continuous promotion in aviation industry can be analysed using five forces depends on automatic system to various ways such as social analysis approach. Firstly, competition among run its business. If something media promotions to increase error occurred on the system, sales. existing companies. The increasing number of business processes will be 2. Improve and expand the role of domestic and international airlines that operate disturbed. each individual worker to be able 2. Technical factor such as the to become a mentor so that indicating strong competition in this industry. limitation of cabin crew which productivity can be maintained. Domestic airlines include Air Asia, Sriwijaya Air, make more delays on flight. 3. Always innovating to produce value added products. Lion Air, Wings, Merpati. There are also several 4. Customer relation management international airlines, such as Singapore Airlines, becomes the main focus. Cathay Pacific, JAL, KLM. To respond to 5. Implement booking engine features to facilitate customers. competition among airlines Garuda Indonesia carries out operational activities byimplementing OPPORTUNITIES W-O S-O 1. Develop the new fleet with 1. Recruited many cabin crew in 1. International media promotion standardized only on Full-Service Carrier, but they advanced technology to save fuel order to avoid