Garuda Indonesia aims to become the leading airline in Indonesia. It currently holds the second position but has the full support of the government as the oldest flight company in the country. The document recommends that Garuda Indonesia pursue a strategy of cost leadership and differentiation by developing its Citilink subsidiary. It provides a roadmap for Citilink to focus on objectives like low prices, on-time flights, and fast ground turnaround to increase profitability and passengers.

1. \\ GARUDA INDONESIA : BECOME LEADING AIRLINE By : Ciu Heny Meiria Edith Lavindri Tjiang Mei Ling

2. Issue Places 2 nd position in the Indonesian airlines in term of number of passengers Background Oldest flight company, owned by government  have full support from the government Analysis Analysis Stage EKSTERNAL ANALYSIS INTERNAL ANALYSIS OPPORTUNITIES THREAD STRENGHT WEAKNESS Alternative Strategies Recommended Strategy STRATEGIC ISSUE

3. Recommendations Develop C i T i L i N K Cost Leadership & Differentiation for G a r u d a Garuda Indonesia’s s Road Map

4. ROAD MAP FOR DEVELOP CITILINK Ground Crew Alignment Fast Ground Turn Around Flight On Time Low Prices More Passengers Profitability STRATEGY MAP OBJECTIVES MEASUREMENT Financial Profitability More Passengers Market Value Seat Revenue Customer Flight On Time Low Prices FAA On Time Arrival Rating Customer Rating Internal Fast Ground Turn Around On Ground Time On Time Departure Learning & Growing Ground Crew Alignment % Ground Crew Trained % Holiday Package

5. Cost Leadership Differentiation Use young planes Implement IT holistic marketing shuttle bus with e-check in Priority Passenger Program Cooperation tourism board in all over foreign countries