ABSTRACT : During the COVID-19 pandemic, several MRO (Maintenance, Repair, and Operations) industries faced challenges in maintaining and increasing their sales. Similarly, GAT as one of MRO company in Indonesia experienced difficulties in improving its financial performance despite implementing various efficient methods. In order to stimulate sales and achieve the revenue target set by management, researchers aimed to identify the internal and external factors that could impact the company’s sales performance and develop alternative business strategies. The research process involved conducting a situational analysis (external and internal analysis) and stakeholder analysis to gain a comprehensive understanding of the company’s current position and the interests of relevant parties. SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis was conducted to identify key factors that significantly influenced the business. These factors were then rated to determine the dominant ones. By formulating strategies based on the identified factors, the researcher aimed to devise effective approaches to increase sales and improve its financial performance. The alternative business strategies would be tailored to address the company’s internal strengths and weaknesses, as well as external opportunities and threats. This analysis and strategic approach could potentially help the MRO Company overcome its challenges and achieve its sales goals.

KEYWORDS – Aircraft, Aircraft Maintenance, Aviation, Business Strategy, MRO, SWOT