BUSINESS STRATEGY TO MAP AND IMPROVE THE BUSINESS SERVICES OF REST AREA KM 72A

• Main Author: UTOMO (NIM 29115353), RINO
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/30511
• Institution: Institut Teknologi Bandung

According to the Regulation of Indonesian Minister of Public Works on toll road service standards there is a minimum requirement which one of them is to have Rest Areas. Rest Areas perform a critical role in the toll road network as they offer both small vehicle and heavy vehicle drivers as well occupants to rest or opportunity to use the restroom, stretch their bodies, looking for amusement, stop for a meal, sleeping or even take time to work or making a phone call. <br /> <br /> Rest Area KM 72A located in Purwakarta, West Java and operated by PT KBP. The place expected to be the largest and most integrated rest area in Indonesia. PT. KBP previously only focusing on minimum standard and not considering users demand in terms of designing the area. Consequently it raised a concerned about lack of awareness from travellers that passing by and requirement of facilities renovation and expansion. Other than that, there is some management issue, lack of maintenance facilities, low quality service that leads unsuccessful rest area. In order to become more profitable, the management creates business strategy to improve their profitability, such as identify the services that the rest area users wish to obtain when visiting the rest area of KM 72A, and propose the most effective strategy to raise traveller awareness towards rest area KM 72A and improve the profitability. <br /> <br /> Based on research, there are several willingness from certain user in order to improve the quality of rest area. There are several steps, which are 1) Improve the cleanliness of recent toilets and build more chambers. 2) Improve the convenience of the mosque or build temporary mosque. 3) Increase the number of food tenant to give more option of food. From the research analysis using company SWOT, there are several strategy such as: 1) Build new concept of Rest Area KM 72A. 2) Change Management Program. 3) Improve the quality of recent facilities such as Toilets and Mosque. 4) Build new facilities such as Open Park Greenery, New Toilet Chamber, and Hotel. 5) Add the option of restaurant / food tenant. 6) Management review and customer Response.