PROPOSED STRATEGY MARKETING FOR HOTEL INDUSTRY IN PEKANBARU (CASE STUDY: MUTIARA MERDEKA HOTEL)

• Main Author: Noviani Rachmah, Annisa
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/38089
• Institution: Institut Teknologi Bandung

Mutiara Merdeka Hotel is a four-star hotel that was established since 1992 in Pekanbaru, Riau. This long-standing hotel has facilities in the form of 165 rooms, 2 ballrooms, 7 meeting rooms with different capacities and several other supporting facilities. Mutiara Merdeka Hotel preserves traditional Indonesian hospitality services and creates a warm, luxurious atmosphere in its comfortable time to get quality rest. The problem that is being faced by Mutiara Merdeka Hotel is the decrease in occupancy rate which results in a decrease in sales and profitability of the company. The increasing growth of new hotels in Pekanbaru and the incomparability of visitors who come to stay make the hotel industry experience oversupply. With increasingly fierce competition, Mutiara Merdeka Hotel needs a new marketing strategy in order to improve performance and be able to survive in the competitive market. Based on the results of internal analysis, it was found that the strengths of Mutiara Merdeka Hotel are the brand value, strategic location, spacious bedrooms and multi-purpose rooms that can accommodate large capacity. But on the other hand, there are shortcomings such as lack of professionalism and performance of staff in services, property that does not reflect a four-star hotel, and lack of customer acquisition and retention initiatives. The proposed strategy are to renovate buildings, rooms, and facilities to make it look fresher and not outdated and to replace properties that are not feasible. To improve staff service performance, it is recommended to provide training based on their job function at least 1 year and implement programs such as "the best employee of the month". After repairs are made, the new appearance with positioning and new strategies will be marketed through direct and indirect distribution channels. And after that, always active to reply customer reviews on every platform are needed to maintain the performance. The marketing strategy action plan proposal for Mutiara Hotel is free to implement the strategies formulated in the next two years. It is hoped that this plan can help Mutiara Merdeka Hotel overcome the business problems faced and become even better.