Analisis Keunggulan Bersaing Berdasarkan Metode Five Forces Porter Pada Hotel Pelangi Malang

Prasasti, Adhelia Kusuma and Dr.Siti Aijah, SE.,MS.,CSRS.,CFP (2019) Analisis Keunggulan Bersaing Berdasarkan Metode Five Forces Porter Pada Hotel Pelangi Malang. Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan mengetahui strategi keunggulan bersaing Hotel Pelangi berdasarkan metode five forces Porter. Penelitian Deskriptif ini menggunakan pendekatan kualitatif. Sumber Data bersumber dari wawancara dengan Public Relation Manager Hotel Pelangi, Malang. Hasil penelitian: 1) Tantangan hotel Pelangi adalah akan hadirnya 2 hotel baru pada 2020 di kota Malang sebagai pesaing baru. Hotel Pelangi harus berinovasi melakukan diferensiasi produk dengan paket Wisata Edukasi Sejarah. 2) Kekuatan daya beli masyarakat pada hotel Pelangi masih 50/50. Masih didominasi tamu lama. Sedangkan tamu baru masih minim. Hal tersebut disebabkan banyaknya jumlah hotel dan keinginan tamu yang dinamis. 3) Peraturan Daerah tentang Cagar Budaya justru membawa peluang bagi Hotel Pelangi, yakni mendapatkan keringanan Pajak dan alokasi anggaran perawatan Gedung. Hal tersebut berkaitan dengan status Hotel Pelangi sebagai Cagar Budaya. 4) Ancaman Hotel Pelangi adalah munculnya guest house. Solusi Hotel Pelangi adalah menghadirkan program-program menarik. 5) Kekuatan daya pemasok di Hotel Pelangi cukup tinggi. Semua bahan makanan dan barang material berasal dari pemasok luar. Hotel Pelangi selektif memilih bahan, terutama bahan makanan. Pertimbangan utama Hotel Pelangi dalam memilih barang adalah dari segi Kualitas dan harga kompetitif. 6) Pesaing utama Hotel Pelangi adalah hotel bintang 3 di Kota Malang. Berdasarkan data 2018, jumlah hotel di kota Malang adalah 60an hotel. Hal tersebut menjadikan industri perhotelan semakin sengit.

English Abstract

This study aims to determine the competitive advantage of the Pelangi Hotel strategy based on method five forces Porter theory. This study uses descriptive method and qualitative as the approach. Moreover, the data were collected from the interviews with the Public Relations Manager of the Pelangi Hotel of Malang. The results of the study show that 1) The establishment of two new hotels at 2020 in Malang city has become a challenge for Pelangi hotel as new competitors. Therefore, Pelangi Hotel need to innovate to by doing soemthing different with their products such as creating Historical Education Tourism packages. 2) The purchasing power of people at the Pelangi hotel are still at 50/50 in which still dominated by the old guests, while new guests are still at the minimum. This is due to the large number of hotels and dynamic guests’ desires. 3) The Regional Regulation on Cultural Heritage brings opportunities for Pelangi Hotel which is to get tax relief and the budget allocation for building maintenance that is related to the status of the Pelangi Hotel as Cultural Heritage. 4) The emergence of the guest houses can be considered as a threat for Pelangi Hotel which can be solved by providing a few interesting programs. 5) The power of supplier financing at Pelangi Hotel is quite high. All of the food ingredients and material goods are coming from the outside suppliers and they also selectively chooses their food ingredients. The main consideration of Pelangi Hotel in selecting goods are based on the quality and competitive pricing. 6) The main competitor of the Pelangi Hotel are the 3 stars hotels in Malang. Based on the data in 2018, there are 60 hotels in Malang that makes the hospitality industry is even more fierce.

Item Type:	Thesis (Sarjana)
Identification Number:	SKR/FEB/2020/16/052003785
Uncontrolled Keywords:	Strategi Keunggulan Bersaing, Five Forces Porter, Hotel Pelangi,Competitive Advantage Strategy, Five Forces Porter, Pelangi Hotel
Subjects:	600 Technology (Applied sciences) > 658 General management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	soegeng sugeng
Date Deposited:	17 Dec 2021 06:25
Last Modified:	28 Mar 2022 07:24
URI:	http://repository.ub.ac.id/id/eprint/187467

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