Marketing Strategy of Trans Lampung Utama Ltd. after Raden Inten II Lampung Airport Becomes an International Airport

Abstract

This study aims to see the factors that affect the marketing strategy of Trans Lampung Utama Ltd. service products after Raden Inten II Airport has been an international airport. The frequency of flight traffic, passenger volume, and other economic impacts arise as the cause of Raden Intan II Airport becomes an International Airport is a very strategic issue that might be a business opportunity for transportation companies. This study used a descriptive research design to analyze the appropriate alternative marketing strategies for Trans Lampung Utama Ltd. after Raden Inten II Airport becomes an international airport. The data were taken from a direct interview from the Directors and managers and periodic reports including financial reports, operational reports, RKAP (Work Plan and Budget) and realization of RKAP (Work Plan and Budget) and other publications relevant to this research. The research analysis used the SWOT analysis approach, QSPM (Quantitative Strategic Planning Matrix), and Grand Strategy. The results show that the work plan contained in the RKAP of Trans Lampung Utama Ltd is suitable to the results of SWOT analysis, QSPM (Quantitative Strategic Planning Matrix), and Grand Strategy of Trans Lampung Utama Ltd. This proves that the strategies resulted from the analysis can be applied in the company's business development.