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1. COMPANY OVERVIEW
Merpati Nusantara Airlines is an air transportation service provider, based in Indonesia. It primarily
provides passenger, cargo transportation, and charter flight services. The company offers scheduledpassenger services to more than 25 destinations in Indonesia, as well as scheduled international
services to East Timor and Malaysia. The companys services include booking service, flight
information service, baggage service, seat reservations, travel information services and inflight
services. MNA operates through a fleet of Modern Ark60; Cassa 212; De Havillan Canda-6; and
Boeing 737-500, 737-400, 737-300 and 737-200 aircrafts. Its subsidiaries include PT. Mega Kargo, PT.
Prathita Titian Nusantara, PT. Turangga Titian Nusantara, and PT. Wisata Titian Nusantara. MNA is
headquartered in Jakarta.
2. LIST OF COMPETITOR
MNAS COMPETITORS
LION AIR
GARUDA INDONESIA
CITILINK
SRIWIJAYA AIR
AIRASIA
TIGERAIR MANDALA
BATIK AIR
WINGS AIR
3. CASE OF MERPATI NUSANTARA AIRLINES
Once Indonesias second largest airline, Merpati is now number seven domestically
CAPA >> Aviation Analysis >> November 1st, 2013
Merpati is one of Asias oldest airlines, having launched services over a half century ago in 1962. The
carrier was part ofGaruda from the late 1970s to late 1990s but has been independent since 1997.
Garuda has been transformed over the last decade while Merpati, after an initial period of
expansion around the turn of the century which saw it even launch flights
toMelbourne andPerth inAustralia, has languished. After being Indonesias second largest airline
for a long period, Merpati has seen itsmarket share steadily drop over the past several years.
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Merpatis current annual passengertraffic base is slightly more than 2 million, giving it less than a
3% share of Indonesias domestic market. In 2007 and 2008, Merpati captured over 7% of the
Indonesian domestic market. Over the past five years, Indonesias domestic market has doubled in
size while Merpatis passenger traffic has dropped by roughly 15%.
Lion Air and two other new entrants, Batavia andSriwijaya,quickly expanded after launching in theearly part of last decade and were all larger than Merpati by 2006, based on annual passenger
numbers.Indonesia AirAsia, which is mainly an international operator, became a larger domestic
carrier than Merpati in 2008. Another twoLCCs, Garuda subsidiaryCitilink and Lion regional
subsidiaryWings Air,overtook Merpati in 2012.
Merpati is currently the seventh largest domestic carrier, behind Lion, Garuda, Sriwijaya, Wings,
Citilink and IndonesiaAirAsia.Tigerair Mandala and Lions full-service subsidiaryBatik Air are
currently smaller than Merpati but are new carriers which are growing fast and will probably
overtake Merpati in the domestic market by the end of 2014, assuming Merpati survives.
Top 10 domestic carriers in Indonesia ranked by seatcapacityRank Airline Total Seats
1 JT Lion Air 860,978
2 GA Garuda Indonesia 417,590
3 SJ Sriwijaya Air 203,196
4 IW Wings Air 127,686
5 QG Citilink 123,480
6 QZ Indonesia AirAsia 84,960
7 MZMerpati Nusantara Airlines 67,292
8 ID Batik Air 31,500
9 IL Trigana Air 27,662
10 RI Tigerair Mandala 25,200
Source: CAPACentre for Aviation &Innovata
Note: Capacity figures are not exact. Some Merpati small turboprop routes are excluded from the figures.
While there are huge growth opportunities in Indonesias domestic market, which is the worlds fifth
largest with over 70 million annual passengers, the market could benefit fromconsolidation.
Competition is intense andyields are low. Most of the countrys domestic carriers, particularly the
smaller and medium-size operators, continue to be unprofitable.
Batavia, which mainly operated on trunk routes with a fleet of 737s, A320s and A330s, collapsed in
early 2013. Other airlines were able to quickly fill the void. The market would benefit from further
consolidation.
http://centreforaviation.com/profiles/hot-issues/traffic-and-capacityhttp://centreforaviation.com/profiles/airline-groups/lion-air-grouphttp://centreforaviation.com/profiles/airlines/sriwijaya-air-sjhttp://centreforaviation.com/profiles/airlines/indonesia-airasia-qzhttp://centreforaviation.com/profiles/hot-issues/low-cost-carriers-lccshttp://centreforaviation.com/profiles/airlines/citilink-qghttp://centreforaviation.com/profiles/airlines/wings-air-iwhttp://centreforaviation.com/profiles/airlines/airasia-akhttp://centreforaviation.com/profiles/airline-groups/tiger-airways-holdingshttp://centreforaviation.com/profiles/airlines/batik-air-idhttp://centreforaviation.com/profiles/hot-issues/traffic-and-capacityhttp://centreforaviation.com/profiles/airlines/lion-air-jthttp://centreforaviation.com/profiles/airlines/lion-air-jthttp://centreforaviation.com/profiles/airlines/lion-air-jthttp://centreforaviation.com/profiles/airlines/garuda-indonesia-gahttp://centreforaviation.com/profiles/airlines/sriwijaya-air-sjhttp://centreforaviation.com/profiles/airlines/wings-air-iwhttp://centreforaviation.com/profiles/airlines/wings-air-iwhttp://centreforaviation.com/profiles/airlines/wings-air-iwhttp://centreforaviation.com/profiles/airlines/citilink-qghttp://centreforaviation.com/profiles/airlines/citilink-qghttp://centreforaviation.com/profiles/airlines/indonesia-airasia-qzhttp://centreforaviation.com/profiles/airlines/merpati-nusantara-airlines-mzhttp://centreforaviation.com/profiles/airlines/merpati-nusantara-airlines-mzhttp://centreforaviation.com/profiles/airlines/batik-air-idhttp://centreforaviation.com/profiles/airlines/trigana-air-ilhttp://centreforaviation.com/profiles/airlines/trigana-air-ilhttp://centreforaviation.com/profiles/airlines/trigana-air-ilhttp://centreforaviation.com/profiles/airlines/tigerair-mandala-rihttp://centreforaviation.com/profiles/suppliers/innovatahttp://centreforaviation.com/profiles/hot-issues/mergers-and-consolidationhttp://centreforaviation.com/profiles/hot-issues/yieldshttp://centreforaviation.com/profiles/hot-issues/yieldshttp://centreforaviation.com/profiles/hot-issues/mergers-and-consolidationhttp://centreforaviation.com/profiles/suppliers/innovatahttp://centreforaviation.com/profiles/airlines/tigerair-mandala-rihttp://centreforaviation.com/profiles/airlines/tigerair-mandala-rihttp://centreforaviation.com/profiles/airlines/trigana-air-ilhttp://centreforaviation.com/profiles/airlines/trigana-air-ilhttp://centreforaviation.com/profiles/airlines/batik-air-idhttp://centreforaviation.com/profiles/airlines/batik-air-idhttp://centreforaviation.com/profiles/airlines/merpati-nusantara-airlines-mzhttp://centreforaviation.com/profiles/airlines/merpati-nusantara-airlines-mzhttp://centreforaviation.com/profiles/airlines/indonesia-airasia-qzhttp://centreforaviation.com/profiles/airlines/indonesia-airasia-qzhttp://centreforaviation.com/profiles/airlines/citilink-qghttp://centreforaviation.com/profiles/airlines/citilink-qghttp://centreforaviation.com/profiles/airlines/wings-air-iwhttp://centreforaviation.com/profiles/airlines/wings-air-iwhttp://centreforaviation.com/profiles/airlines/sriwijaya-air-sjhttp://centreforaviation.com/profiles/airlines/sriwijaya-air-sjhttp://centreforaviation.com/profiles/airlines/garuda-indonesia-gahttp://centreforaviation.com/profiles/airlines/garuda-indonesia-gahttp://centreforaviation.com/profiles/airlines/lion-air-jthttp://centreforaviation.com/profiles/airlines/lion-air-jthttp://centreforaviation.com/profiles/hot-issues/traffic-and-capacityhttp://centreforaviation.com/profiles/airlines/batik-air-idhttp://centreforaviation.com/profiles/airline-groups/tiger-airways-holdingshttp://centreforaviation.com/profiles/airlines/airasia-akhttp://centreforaviation.com/profiles/airlines/wings-air-iwhttp://centreforaviation.com/profiles/airlines/citilink-qghttp://centreforaviation.com/profiles/hot-issues/low-cost-carriers-lccshttp://centreforaviation.com/profiles/airlines/indonesia-airasia-qzhttp://centreforaviation.com/profiles/airlines/sriwijaya-air-sjhttp://centreforaviation.com/profiles/airline-groups/lion-air-grouphttp://centreforaviation.com/profiles/hot-issues/traffic-and-capacity -
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Jakarta to Surabaya capacity by carrier (one-way seats per week): 19-Sep-2011 to 14-Apr-2014
Source: CAPACentre for Aviation & Innovata
Jakarta to Bali capacity by carrier (one-way seats per week): 19-Sep-2011 to 14-Apr-2014
Source: CAPACentre for Aviation & Innovata
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Jakarta to Makassar capacity by carrier (one-way seats per week): 19-Sep-2011 to 14-Apr-2014
Source: CAPACentre for Aviation & Innovata
Merpati also competes in the Surabaya-Makassar market, which is the eighth largest domestic route
in Indonesia and the countrys largest route which does not touch Jakarta. Merpati has two dailyflights on the Surabaya-Makassar route, giving it about an 8% share of capacity.
Lion, Wings, Sriwijaya, Indonesia AirAsia and Garuda also serve the Surabaya-Makassar route. Lion
and Wings control a dominating 62% share of capacity in the Surabaya-Makassar market.
Other smaller trunk routes Merpati competes on include Surabaya-Bali and Surabaya-Bandung.
These are the only other routes Merpati serves among Indonesias top 30 domestic routes.
While Merpati only serves six of the 30 largest domestic routes in Indonesia, four of them are among
its top 10 routes, which shows the significance that trunk routes still have in generating revenues.
Jakarta-Surabaya and Surabaya-Makassar are its largest two routes, according to CAPA and Innovatadata.
Merpati top 10 domestic routes based on capacity (seats): 28-Oct-2013 to 3-Nov-2013
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Source: CAPACentre for Aviation & Innovata
The trunk routes have not been profitable given the intense competition and Merpatis insignificant
size. But the carrier has continued to serve some to provide links to its regional services, particularly
from Indonesias two largest cities of Jakarta and Surabaya, both of which are located in the westernIndonesian island of Java. Merpatis two largest regional bases are Bali and Makassar in central
Indonesia.
Merpati network map
Source: Merpati
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Merpati is Indonesias largest regional carrier by most measures and is now focused on providing a
public service on rural routes that are not commercially viable. Once Indonesias second largest
airline, Merpati has steadily shrunk in size over the past decade and ceded market share as private
airlines grew rapidly. Merpati transported 2.2 million domestic passengers in 2011, making it the
fifth largest airline in Indonesia. It is the only major airline that has recorded traffic declines in recent
years.
Merpati has unveiled a new strategy which envisions growth and restoring some of its former glory.
The carrier tellsAirline Leaderit is seeking to lease 12 737-800s, which it hopes will delivered by the
end of 2013 to replace its ageing 737s as well as pursue growth. The carrier also aims to acquire 20
regional jets, a mix of 50- and 100-seaters which will be used as a combination of replacements for
turboprops and growth.
While Merpati will use the 737-800s to maintain and grow its presence on some trunk routes, the
airline is focused on using these routes to link its hubs and provide connections with smaller
markets. Merpati says growth in its new business plan is focused mostly on the more remote eastern
part of the country. Like Batavia, Merpati is positioned in the middle market, offering frills such assnacks and beverages but an all economy-configuration.
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Merpatis expansion, however, may not materialise if it does not succeed in securing new investors
as part of a possible partial privatisation. Given its relatively weak positioning, interest from
investors could be low. With Garuda interested in expanding regionally and having rejected
approaches from Merpati to partner, the latter could face an even smaller future that relegates it to
subsidised regional routes which cannot be viably served by any private carrier. At one point in theirhistory, Garuda and Merpati operated as a merged entity but were split up in the 1990s.
4. PHOTOS
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FLIGHT INFORMATION
IATA MZ
ICAO MNA
MAIN OFFICE JAKARTA, INDONESIA
FLEET 39
DESTINATION 84
SINCE 1962
TAGLINE THE AIR BRIDGE OF INDONESIA
Source :http://www.wego.co.id/maskapai/merpati-nusantara-airlines-mz
5. MARKET SEGMENTATION, TARGET MARKET, AND POSITIONING
A. MARKET SEGMENTATION
Merpatis market segmentation are junior staff, public officer, administrative elites,
businessmen, higher staff categories, and travelers.
B. TARGET MARKET
Merpatis target market is focused on providing a public service on rural routes. The
airlines new business plan is focused mostly on the more remote eastern part of the
country.
C. POSITIONING
The term of having Business doesnt mean that they are from the big company so
they can go travelling by planes. Theres a lot of Indonesian business person doing
entreprenuership of a small or medium enterprise. Those kinds of business can be
easily found scattered in every province in Indonesia. So, Merpati positioning as the
airlines to support the inter-province business travelers by providing the Largest
Network and Destinations in Indonesia.
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SEGMENTATION
Business Occasion
Travelers
TARGETING
For business
people,
sometimes they
need to go to the
rural areas andonly Merpati
have them
POSITIONING
inter-province
business
travelers