Citilink Airlines

Sindikat 5 : 1. Sufian Tan 2. Martadinata 3. Reza Pala 4. Rohimat Effendi 5. Meilina Marsinta

What is Citilink??
Garuda Indonesia group for low cost carrier company and their service quite good compare to other low fare cost One of Strategic Business Unit of Garuda Indonesia to be an independent airlines operator after securing an air operator certificate (AOC) grom regulator in July 1st 2012 Tag arlines : Enjoy Simplicity Low cost point to point in Indonesia Archipelago

 Direct competitor is : Lion Air; Air Asia and Late Mandala Only has 9 Domestic Route through Indonesia such as Jakarta to Medan; Denpasar; Surabaya; Banjarmasin; Makasar; Medan;Pekanbaru; Padang; Yogyakarta

SWOT Analysis
N O

Strength

Weakness

Threat

Have a backbone name as 1Garuda Indonesia group

The route as not much than Other airlines has so other low fare airlines many route Other airlines has a promotion price and programme Fuel Fluctative price

Only give a fare for only sit, if carry baggage must pay extra money 2Cheaper than air asia Have a well trained staff, land, Extra money also to get some food and drinks 3airways staff
4

Easily pay with credit card

Will remove to halim perdana kusuma, Jakarta airport

Oportunity Indonesia geography push to use airlines to cross around Only 2 air low fare airline with increasing amount passenger year by year increasing domestic passenger amount Has own operator certificate to be independent spin off Garuda Indonesia

Nice plane and well maintanance take this 5 comfortable with a standart soft seat and clean room 6Nice timeline

Indonesia Airlines Passenger in recently 3 years

Tahun All Passenger Domestic Passenger Abroad

(million person)
2009 2010 2011 43,62 53,4 62,3 35,6 43,77 51,5 8,02 9,63 10,8

Avarage increasing rate : 20.3 %

Domestic Passenger
60 50 40 30 20 10 0 1 2 3

Tahun 2009 2010 2011

Domestic Passenger Data in 2011

Tabel perolehan jumlah penumpang penerbangan domestik 2011
No 1 2 3 4 5 6 7 8 9 10 Total Maskapai Lion Air Garuda Indonesia Sriwijaya Air Batavia Air Merpati Wings Air Indonesia Air Asia Trigana Air Service Kalstar Aviation Travel Express Air Penumpang 24,97 juta 18,70 juta 7,38 juta 6,75 juta 2,18 juta 1,98 juta 1,30 juta 727.857 579.196 316.000 60.039.293 Pangsa pasar (%) 41,59% 22,82% 12,30% 11,25% 3,64% 3,32% 2,18% 1,21% 0,96% 0,55%

Sumber Kementrian Perhubungan Maret 2012

Comparation Between Low Fare Airline

Airlines Lion Air Air Asia Citilink Amount of Passenger Domestic Founded (million) Route year 24,597 5,57 0,288 69 30 9 1999 2004 2009

Comparation Between Type of Aeroplane

Keterangan Kapasitas tempat duduk Berat Max Lepas Landas Jarak Jelajah Max Kecepatan Max A 320 - 200 150 - 180 78.000 kg 5.900 km 871 km/jam Boeing 737 - 300 85 - 189 65.000 kg 5.650 km 780 km/jam

Citilink airline goal in 2015

Operate 50 airbus A320-20, 40 domestic route and Open international Route to carry 17 millin passenger

To do to reach the goal in 2015

Go public to Bursa Efek Indonesia Marketed by invited public participation via facebook and twitter Remodeled the interior, redesigned ticket office, and upgrade the website Cooperate with PT. Bank Mandiri to supply ticket for credit card holder with special price (juli 2012-2013) Increase flight frequent from 56/days to72 /days Cooperate with BNI to create a private label in travelling card used by travel agent to pay the ticket online so help the financial report of travel agent

 What have been the key success factors for the airlane?
The Strong brand image and quality of Garuda Indonesia as a sister company Customer insight
Customer access Fast services Competitive price Market potential is grow up, and people chose to flying than grounding Indonesia economy improvement

Using Garuda Investment

Qualified human resources Similar office Maintenance Infrastructure
Berlanjut ke halaman berikutnya

 What have been the key succes factors for the airlaine? (Continue)
Can Create brand image as quality as Garuda Brand Name
Flying in time Satisfy services form Air crew and officer Security

Do Operational efficiently
Use effective source and type of plane to safe the investment. Easy payment (web, atm, credit card)) Frequently 9 route Use efficiently and effective aeroplane (Air Bus A 320)

 Where is the airline vulnerable? What should it watch out for?

Customer satisfaction; what the customer really need for flying Price competition in market ; Another competitor has more than 9 routes Fuel fluctuative price Cost of operational and maintanance of the plane Trust of Brand Image of customer for new comer airline Indonesia climate and geography condition, to make flying comfortable

 What is recommendation will you make to senior marketing executives going forward? Still keep the Marketing strategy do as plan What should they do with is marketing?
Still keep the brand image as Garuda Indonesia sister company. Use Customer Testimony by promoting and advertising They should keep the good quality of services as good as their brand image as one part of Garuda Indonesia With easy payment by website; reservation, ticketing Flying Partner Member as Garuda to give easy and cheaper flight, and extra services

Thank You For Flying With Us