Analisis Lingkungan Bisnis Sebagai Dasar Penetapan Grand Strategy Pada Hotel Gajah Mada Graha, Malang.

Prima, Dian (2011) Analisis Lingkungan Bisnis Sebagai Dasar Penetapan Grand Strategy Pada Hotel Gajah Mada Graha, Malang. Sarjana thesis, Universitas Brawijaya.

Abstract

This research is in the field of strategic management that discusses the analysis of the companys business environment, both internal and external environment in order to capture a strategic decision to achieve company goals. The selected research Gajah Mada Graha is the Hotel, Malang. Gajah Mada Graha Hotel is a national private company engaged in hospitality services. The increasingly sharp competition currently causing the need for environmental analysis to determine strengths, weaknesses, opportunities, and threats faced by Hotel Gajah Mada Graha to be able to determine appropriate strategies to minimize weaknesses and overcome the threat through the power possessed and opportunities facing . The factors analyzed in the form of internal factors that include the functions that exist within the company, that is: human resource functions, marketing functions, operational functions, and financial functions. In addition, also analyzed the external environment, including distant environment, industry environment, as well as the operational environment. Factors internal and external are analyzed and assessed using an analysis tool EFE to know the opportunities and threats facing the external environment as well as IFE analysis to determine the strengths and weaknesses faced by the company based on the environment by giving weight and rating of each threat and opportunity faced. In accordance with the formulation of the problems raised, the author uses the External Internal matrix for further analysis based on the results of EFE and IFE. The matrix is intended to determine industry attractiveness and business strength Gajah Mada Graha Hotel. In addition, the authors add TOWS matrix analysis in order to facilitate determining the direction of implementation of the strategy. Based on these analysis tools, the intensive strategy with a focus on market development, product development and horizontal integration is the most appropriate strategy to be applied at Gajah Mada Graha Hotel. Namely to introduce the product or service that already exists into new geographic areas. Such as expanding marketing channels is still limited. The result of that strategy formulation should be followed up with the implementation process was conducted on the strategy outlined at all levels through planned activities.

Item Type:	Thesis (Sarjana)
Identification Number:	SKR/FE/2011/823/051501746
Subjects:	600 Technology (Applied sciences) > 658 General management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Endang Susworini
Date Deposited:	09 Mar 2015 15:15
Last Modified:	19 Oct 2021 12:46
URI:	http://repository.ub.ac.id/id/eprint/105888

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