Garuda as one of full services airline companies saw that the industry situation had been changed compared to the previous years. Competitive pressure made the Garuda’s management revise their strategy that had been executed for years. The effectiveness of the strategy execution had emerged as the main issue.
On the other hand, Lion Air as a new entrant in the industry saw that the crisis occurred in Indonesia gave them a new opportunity to grab the price sensitive segment. Lion Air’s management at the same time considered to improve their strategy to increase their market share.
Course Major: Crafting and Executing Strategy
Related Topics: Evaluating a Company’s resources, Capabilities, and Competitiveness
Teaching Note Availability: Air War in Indonesia: Garuda Indonesia and Lion Air [Teaching Note]