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Strategy for Optimizing Idle Land to Increase Non-Aeronautical Revenue: A SWOT and VRIO Approach

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The decline in air traffic at Adisutjipto Airport, Yogyakarta, following the opening of Yogyakarta International Airport calls for revenue sources that do not depend on passenger volume. This study analyzes the existing condition of idle land, the internal and external factors influencing its optimization, and the company’s resource advantages, and then formulates a strategy for optimizing idle land to increase non-aeronautical revenue. A descriptive qualitative approach was employed in a single case study of the 4,945 m² Babarsari idle land owned by PT Angkasa Pura Indonesia, Adisutjipto Yogyakarta Branch Office. Primary data were obtained through semi-structured interviews with nine purposively selected informants; secondary data came from the partner selection document and the highest and best use (HBU) study. The data were analyzed through reduction, display, and conclusion drawing using weighted strengths, weaknesses, opportunities, and threats (SWOT) analysis, value, rarity, imitability, and organization (VRIO) analysis, and a value creation assessment. Data trustworthiness was tested through triangulation, member checking, and an audit trail. The results show that the land has clean and clear legal status, that the company’s strategic position lies in SWOT Quadrant I (+0.88; +1.68), and that four of the six resources generate sustained competitive advantage. Corporate reputation and the stakeholder network have not yet been utilized because organizational readiness, particularly specific regulations for land outside the Airport Master Plan (AMP) and communication with the community, is still being developed. The sports center alternative with integrated commercial facilities ranks highest on four of the five value creation indicators, although its net present value is lower than that of office space. These findings indicate that strategy selection depends not only on financial performance but also on organizational readiness and stakeholder relationships. Actual revenue realization will be evaluated once the business activities are in operation. The study recommends strengthening internal regulations, accelerating the cooperation process, and developing an asset utilization strategy that considers economic potential, implementation readiness, and business sustainability.

Proposed Business Strategy Improvement for Project Management Consulting Form (Study Case: PT ABC)

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PT ABC is a service company in the field of project management, established in 2005. It operates with three main businesses: project management training, project management applications, and consultancy services. Project management is a crucial element for executing projects effectively within a company. In various industries, there is a growing demand for knowledge and consultation on how to manage projects efficiently, leading to the emergence of companies specializing in project management consultancy, such as PT ABC, to address these challenges. This research aims to uncover the root problems of the company to identify implementable solutions. Several analyses are employed in this study, including General Environment Analysis, Industry Analysis, and Competitor Analysis for external insights. For internal analysis, resources analysis, value chain analysis, marketing mix, and STP analysis are utilized. The study then progresses to map SWOT analysis and TOWS analysis. From these analyses, weaknesses and strengths of the company are identified, guiding the formulation of appropriate strategies to compete in the market. The research reveals that PT ABC possesses several strengths that have enabled the company to endure over time. Noteworthy strengths include its reputation and a skilled human resource pool in project management, garnering attention in the project management industry. Additionally, the company has a competitive advantage through technological innovation in its application, setting it apart from competitors and providing potential added value when maximized. However, there are areas for improvement, such as refining the application products and establishing a dedicated marketing team to focus on promoting all of PT ABC’s products rather than just one.