My Tesis MMT ITS

METHOD OF DELPHI, AHP and SWOT FOR DESIGN OF MARKETING STRATEGY FORMULATION

    (CASE STUDY CITILINK - GARUDA INDONESIA)

By:

Beny Purnama 

9109201401

Date of Examination: July 21, 2012  

Abstract

Citilink is a Strategic Business Unit of PT Garuda Indonesia Citilink wherein the first operation on July 16, 2001 where, in the progress up to January 2008, Garuda Indonesia Citilink decided not to operate for a while to reorganize Citilink policy and strategy. With the concept of Low Cost Carrier (LCC) operates Citilink back in September 2008 with a base of operations in Surabaya, with limited personal key assignments as many as 11 employees from various functions Garuda Indonesia responsibilities in the area of  Engineering, Operations, Finance, HR and Marketing. In contrast to Garuda Indonesia, the organization at Citilink does not have the Department of Strategy. Citilink marketing outreach - Garuda Indonesia from 2009 - 2011 shows the increase in load factor is the fulfillment of the available seat capacity, but the beginning of 2012 month of January to April has been a decline in which this would complicate the achievement of the desired load factor. Based on these trends indicate whether the marketing strategy implemented if it is appropriate or needs to be reviewed has been given in addition to the indication for the achievement of revenue targets also do not meet the target of a maximum income of the company. Currently SBU Citilink in the marketing department does not have a standard "framework" of marketing strategy formulation, the researchers used the method for Delphi, AHP and SWOT for the design of marketing strategy formulation with the simulation data management with the results of this study demonstrate the Delphi method, AHP and SWOT can be used as the standard framework of marketing strategy formulation procedures.

Keywords : Delphi, AHP, framework, and SWOT