MARKETING STRATEGY FOR THEMATIC HOTEL

• Main Author: MUGHNI BUDIMAN 29114408, VALDI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/24605
• Institution: Institut Teknologi Bandung

Oliver&#8223;s Hostelry is a business unit from Maja Group Hotels. Oliver&#8223;s is a thematic hotel <br /> <br /> <br /> <br /> in Bandung that offer a new concept of an accommodation service. Oliver&#8223;s provide <br /> <br /> <br /> <br /> room with unique design on every room. <br /> <br /> <br /> <br /> Since from its first opened on September 2015, Oliver&#8223;s Hostelry found out hard to <br /> <br /> <br /> <br /> reach minimum 40% occupancy on weekdays while the average hotel occupancy rate is <br /> <br /> <br /> <br /> 48.44 percent based on the data from West Java Government (jabarprov.go.id, 2017). <br /> <br /> <br /> <br /> Author found that there are no important issues that facing by every department at <br /> <br /> <br /> <br /> Oliver&#8223;s Hostelry except on their marketing division. <br /> <br /> <br /> <br /> To address the problem, author uses internal analysis, external analysis, SWOT analysis, <br /> <br /> <br /> <br /> and root cause analysis. Internal analysis consists of STP analysis and marketing mix <br /> <br /> <br /> <br /> analysis. External analysis consists of PEST analysis, Porter 5 Forces, and Competitor <br /> <br /> <br /> <br /> analysis. TOWS analysis is uses for map the solution for each SWOT part by match <br /> <br /> <br /> <br /> them one to another. <br /> <br /> <br /> <br /> Author found three solution which are comprehensive social media campaign, sales <br /> <br /> <br /> <br /> promotion, and research and development. These three solution will combined to solve <br /> <br /> <br /> <br /> the problem that Oliver&#8223;s face. <br /> <br /> <br /> <br /> All the strategy that have been set will taking action on January till June 2018. Begin <br /> <br /> <br /> <br /> with spread the information about Bandung city, doing scheduled product photo shoot, <br /> <br /> <br /> <br /> doing social media advertising campaign, create bundling product promotion, give <br /> <br /> <br /> <br /> discount promo, creating big day and national day promo, doing Food & beverage R&D, <br /> <br /> <br /> <br /> and the last is doing main product and program R&D.