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Currently, Lion is in big trouble. The aim of this research is to analyze the application competitive strategy of Low Cost Carrier (LCC) taken by Lion in business competition of scheduled commercial air transport services in Indonesia. Through measurement of market concentration : Concentration Ratio (CR), Index (HHI) and number of equal sellers Lion has won the competition as the largest market share holder since 2007 until now. Its success is because Lion is able to successfully cope with five competitive forces (Porter) : (1) buyer, (2) suppliers, (3) substitution, (4) newcomers, (5) rivalries, with LCC strategy. LCC can last long but not forever. The evolution of the value industry of the LCC strategy of excellence declined, pushing a heavy burden for Lion. Urgent need of strategy or other new business model, with strategic partners (domestic and foreign) to maintain and even improve company performance in the framework of Sustainable Competitive Advantage (SCA).

ANALYSIS OF LION AIR'S COMPETITIVE STRATEGY IN BUSINESS COMPETITION FOR SCHEDULED AIR TRANSPORT SERVICES IN INDONESIA