Citilink AirlinesSindikat 5 :1. Sufian Tan2. Martadinata3. Reza Pala4. Rohimat Effendi5. 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

NO Strength Weakness Threat Oportunity

1

Have a backbone name as Garuda Indonesia group

The route as not much than other low fare airlines

Other airlines has so many route

Indonesia geography push to use airlines to cross around

2Cheaper than air asia

Only give a fare for only sit, if carry baggage must pay extra money

Other airlines has a promotion price and programme

Only 2 air low fare airline with increasing amount passenger year by year

3

Have a well trained staff, land, airways staff

Extra money also to get some food and drinks Fuel Fluctative price

increasing domestic passenger amount

4Easily pay with credit cardWill remove to halim perdana kusuma, Jakarta airport

Has own operator certificate to be independent spin off Garuda Indonesia

5

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

6Nice timeline

Tahun All Passenger Domestic Passenger Abroad

(million person)

2009 43,62 35,6 8,02

2010 53,4 43,77 9,63

2011 62,3 51,5 10,8

1 2 30

10

20

30

40

50

60

Domestic Passenger

Tahun 2009 2010 2011

Indonesia Airlines Passenger in recently 3 years

Avarage increasing rate : 20.3 %

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

Sumber Kementrian Perhubungan –Maret 2012

Comparation Between ‘Low Fare’ Airline

AirlinesAmount of Passenger

(million)Domestic

RouteFounded

year

Lion Air 24,597 69 1999

Air Asia 5,57 30 2004

Citilink 0,288 9 2009

Comparation Between Type of Aeroplane

Keterangan A 320 - 200 Boeing 737 - 300

Kapasitas tempat duduk 150 - 180 85 - 189

Berat Max Lepas Landas 78.000 kg 65.000 kg

Jarak Jelajah Max 5.900 km 5.650 km

Kecepatan Max 871 km/jam 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