Perencanaan Strategi Pemasaran Hotel Berbasis Select-Service Di Kota Malang

Ramadani, Nadifa and Ishardita Pambudi Tama, ST., MT., Ph.D. (2018) Perencanaan Strategi Pemasaran Hotel Berbasis Select-Service Di Kota Malang. Sarjana thesis, Universitas Brawijaya.

Abstract

Case Hotel merupakan salah satu jenis hotel budget non bintang atau select-service, yang dibawahi oleh manajemen perhotelan berskala internasional di Indonesia. Hotel ini mengutamakan business traveler sebagai target pasarnya. Case Hotel yang akan dibuka di Kota Malang merupakan cabang pertama dari chain hotel ini. Sebagai pendatang baru di daerah dengan persaingan bisnis perhotelan yang ketat, perusahaan perlu menyusun strategi pemasaran yang tepat untuk diterapkan. Pada penelitian ini digunakan Strategy-formulation analytical framework yang terdiri dari 3 tahap, yaitu input, matching, dan decision stage. Dimulai dengan identifikasi masing-masing aspek marketing mix Case Hotel, untuk kemudian dijadikan sebagai dasaran kuesioner untuk mengetahui tingkat ekspektasi pelanggan potensial Case Hotel terhadap layanan yang ditawarkan, dan akan dicocokkan dengan kemampuan Case Hotel dalam memenuhi ekspektasi konsumen sebagai dasar dari analisis faktor internal Strengths dan Weaknesses Selanjutnya, dilakukan analisis lingkungan eksternal Case Hotel berdasarkan aspek Politic, Economy, Social, dan Technology (PEST) dan Porter’s Five Forces. Hasil analisis lingkungan eksternal menghasilkan daftar faktor-faktor Opportunities dan Threats. Selanjutnya, pada Input Stage dilakukan penilaian matriks External Factor Evaluation (EFE) dan Internal Factor Evaluation (IFE). Matriks EFE menghasilkan skor sebesar 2,90 dimana perusahaan memiliki kemampuan rata-rata dalam memanfaatkan peluang dan menghindari ancaman eksternal. Sedangkan matriks IFE menghasilkan skor sebesar 3,11 dimana perusahaan memiliki sumber daya internal yang kemampuannya di atas rata-rata. Pada Matching Stage, dilakukan formulasi strategi SWOT yang dapat diterapkan dari masing-masing kombinasi Strength-Opportunity (SO), Weakness-Opportunity (WO), Strength-Opportunity (SO), dan Weakness-Opportunity (WO). Matriks Internal-External (IE) juga digunakan untuk mengetahui kondisi perusahaan berdasarkan penilaian matriks EFE dan IFE, dimana ditunjukkan bahwa jenis strategi yang cocok adalah grow and build. Pada tahap Decision Stage, matriks Quantitative Strategic Planning (QSP) digunakan untuk memilih salah satu alternatif strategi yang tepat diterapkan. Diketahui bahwa strategi yang paling tepat untuk diterapkan oleh Case Hotel adalah intensive strategy dengan skor sebesar 6,91. Intensive strategy yang paling tepat untuk diterapkan sesuai dengan keadaan perusahaan saat ini adalah market penetration strategy, karena sesuai dengan keadaan perusahaan yang ingin mengembangkan pangsa pasarnya di daerah baru. Terakhir, akan diberikan sejumlah alternatif strategi aplikatif sesuai dengan jenis strategi yang sebelumnya telah terpilih berdasarkan penilaian matriks QSP.

English Abstract

Case Hotel is a type of budget non-star hotel or select-service, which is operated under an international-scale hospitality management in Indonesia. This hotel prioritizes business traveler as its target market. Case Hotel that will be opened in Malang is the first branch of this chain hotel. As a newcomer in a region with a tight competition in the hospitality business, the company needs to develop appropriate marketing strategies to be implemented. In this study, Strategy-formulation analytical framework is used which consists of three stages, input, matching, and decision stage. Starting with the identification of each aspect of the marketing mix of Case Hotel, it was then used as the basis of the questionnaire to determine the level of Case Hotel's potential customer expectations towards the services offered, and will be matched with the Case Hotel's ability to meet consumer expectations as the basis for internal Strengths factor analysis and Weaknesses. Next, an analysis of the Case Hotel's external environment is conducted based on the aspects of Politic, Economy, Social and Technology (PEST) and Porter's Five Forces. The results of the external environmental analysis produce a list of Opportunities and Threats factors. Furthermore, at the Input Stage an External Factor Evaluation (EFE) and Internal Factor Evaluation (IFE) matrix is assessed. The EFE matrix generates a score of 2.90 which shows that the company has an average ability to take advantage of opportunities and avoid external threats. While the IFE matrix generates a score of 3.11 which shows that the company has internal resources that are above average. In Matching Stage, a SWOT strategy formulation is applied with the combination of Strength-Opportunity (SO), Weakness-Opportunity (WO), Strength-Opportunity (SO), and Weakness-Opportunity (WO). The Internal-External Matrix (IE) is also used to determine the condition of the company based on the EFE and IFE matrix assessment, which shows that the type of strategy that is suitable is grow and build. At the Decision Stage stage, the Quantitative Strategic Planning (QSP) matrix is used to choose one of the appropriate alternative strategies. It is known that the most appropriate strategy to be applied by Case Hotel is intensive strategy with a score of 6.91. The most appropriate intensive strategy to be implemented in accordance with the current state of the company is market penetration strategy, because it is in suitable with the situation of the company that wants to develop their market share in a new area. Finally, a number of alternative strategies is proposed according to the type of strategy that has previously been selected based on the QSP matrix assessment.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FT/2018/992/051810915
Uncontrolled Keywords: Manajemen Strategi, Marketing Mix, Pemasaran, PEST, Porter’s Five Forces, Strategy-formulation analytical framework Marketing, Marketing Mix, PEST, Porter's Five Forces, Strategy-formulation analytical framework, Strategy Management
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Teknik > Teknik Industri
Depositing User: Budi Wahyono Wahyono
Date Deposited: 07 Jan 2019 07:48
Last Modified: 08 Mar 2022 06:36
URI: http://repository.ub.ac.id/id/eprint/162175
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