PROPOSED MARKETING STRATEGIES AND IMPLEMENTATION FOR THE GRAND HOTEL PREANGER IN ORDER TO FACE THE HOTEL INDUSTRY COMPETITION IN BANDUNG

• Main Author: DESIRIANTI (NIM : 29109084); Pembimbing Akademik : Ir. Riawan B. Paramarta, MM; Dr. Reza Ashari, NITA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/19065
• Institution: Institut Teknologi Bandung

The tourism industry can not be separated from the hospitality industry. Hotels can be used as a means of supporting the success of the tourism program. Advancement of tourism and the uniqueness of the city of Bandung has been successful in attracting tourists to visit Bandung, and even an increase in each year. It is used as an opportunity by investors to invest their funds to built new hotels in Bandung. Grand Hotel Preanger as a pioneer of five-star hotel in West Java that has a high historical value, once has been the pride of the city of Bandung hotel. However, over time, competitors began to appear and hit the market share held by the Grand Hotel Preanger. The consequence is not achieving the revenue target in the last 3 years (2009-2011). This is a major issue facing the Grand Hotel Preanger. <br /> <br /> <br /> Based on this, researchers conducted an analysis of external and internal conditions, competition analysis, and analysis of consumer perceptions associated with brand equity, which is then used to develop an integrated marketing strategy for Grand Hotel Preanger. <br /> <br /> <br /> <br /> This study will provide an alternative solution proposed in the form of improved product quality and integrated marketing strategies to increase sales performance so as to achieve a predetermined earnings targets. Improvements in the quality of products made by renovating the lobby, restaurant, swimming pool and 44 units of the executive rooms to be more exclusive. Product quality improvements and facilities necessary to meet the needs of consumers that are tailored to market trends as a form of affirmation for the desired positioning. The concept of marketing strategy well adapted to market trends, as well as keen in taking advantage of opportunities. With the theme of The Reborn of Grand Hotel Preanger expected to bring big name Grand Hotel Preanger to return the hospitality industry to thrive in Bandung. <br /> <br /> <br /> Implentation proposed as a business solution in the form of a renovation project, human resource plan, and schedule planning activities needed to carry out the implementation plan in 2012- 2013 to improve the sales performance of Grand Hotel Preanger Bandung in order to achieve the desired revenue target. The addition of resource requirements for renovation projects submitted to the winning bidder. For the implementation of marketing strategy, carried out by optimizing the functions of each department as well as additional sales representatives to be placed in Jakarta. <br />