Company Position Analysis Using Porter's Value Chain and PEST (Political, Economic, Socio-Cultural, Technological) In PT. West Java International Airport

Abstract

. The Indonesian aviation industry has very high potential, with a rapid large potential population of 240 million people and very large open market niche, recorded an average growth in aircraft passengers from 2012 to 2016, up to 4.78%, based on data from The International Air Transport Association (IATA). West Java International Airport (PT BIJB) is a Regional Owned Enterprise (BUMD) formed by the West Java Provincial Government through Regional Regulation No. 22 of 2013 was established on 24 November 2014. PT BIJB is responsible for land development of West Java International Airport, as well as developing the Aero city Area which is integrated with the airport to develop the integrated surrounding economy. Based on this fact, it is necessary to conduct an internal and external potential mapping study so that PT BIJB can develop in accordance with management principles, optimize potential and minimize losses. This study used a qualitative descriptive method with in-depth interviews and focus group discussions with related parties in the internal company of PT. BIJB, internal environmental analysis is carried out using Porter's Value Chain Analysis (VCA) and in conducting external environmental analysis, the company uses the PEST (Political, Economic, Socio-cultural, Technological) analysis approach to identify opportunities or threats and their impact on the company's business activities. This research results in simultaneous and comprehensive internal and external factors, for examples the company has the basic capital to run a business in the airport sector and competing with the existing main airport of West Java Province (Husein Sastranegara) as a strength, meanwhile, the limitations of experienced human resources in the airport sector are a weakness. In terms of external factors, including the change in policies for the company's business operations as a result of the Change of the Governor of West Java is a threat and an increase in the potential for passengers and cargo due to the increasing economic capacity of the Indonesian people as an opportunity.