ANALISIS STRATEGI PT. GARUDA INDONESIA DALAM MENGHADAPI PERSAINGAN ASEAN OPEN SKY POLICY

Aviation industry is one of industries experiencing sophisticated improvement. It becomes one of prominent reasons for investors to enter domestic aviation business. By the existence of rapid development and abundant of new entering operators, it requires regulations and deregulations managing all operational activities of aviation business such as fare price provisions, flight route opening, flight safety and facilities compliance. Garuda Indonesia is the oldest aviation company in Indonesia and become the icon of local aviation industry. Garuda Indonesia is facing fierce competition both domestically and internationally. It is getting intense due to the fully implementation of ASEAN Open Sky Policy. Hence international aviation companies, especially from ASEAN countries, can enter easily in domestic aviation industry. Moreover it is supported by the condition of Indonesia as one of interesting tourist destination. In order to compete both domestically and internationally, Garuda Indonesia has to utilize its internal resources maximally. It can be done by mapping the existing resources. In this research, internal analysis of resources mapping is conducted by the concept of resource base-theory (Value Chain, Resource Base View, Analysis, VRIO) and external analysis is carried out for supporting factor