| Summary: | This research aims to help the management of GMF AeroAsia in mapping
the position of each unit by using parenting fit matrix, as well as provide guidance
for the management of GMF to formulate effective corporate strategies for
exploiting parenting opportunities to help improve the performance of all business
units in the future. This is because some business units has declined in their
performance.
In this research, the author uses qualitative approach. Data is obtained
through interviews, both to management and business unit management of GMF
AeroAsia. The data obtained is then analyzed by using interactive analysis, ie,
reduction, presentation and verification of data and draw conclusions that are
conducted simultaneously.
Results of the research show that all the business units owned by GMF
AeroAsia experienced a decline in performance, caused because all these business
units are still in the growth stage. Then not all business units owned by GMF
AeroAsia are included in the heartland business area. There are business units that
are in the edge of the heartland business, even a business unit entered into the alien
territory business area. In addition, management of GMF AeroAsia has not fully
owned value creation insight that can be used as a guideline to conduct business
diversification strategy.
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