PROPOSED BUSINESS STRATEGY FOR UTARI HOTEL BANDUNG

• Main Author: Zahra, Atya
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/42683
• Institution: Institut Teknologi Bandung

Utari hotel is a non-star hotel located at Dago area, Bandung, West Java. The company operated since 1979 as a traditional inn and expand their service into a Hotel in 1996. In the near future, hotel room supply in Bandung is expected to grow by 3% in 2019 and 4% from 2019 to 2022 (JLL, 2019). On the contrary, number of tourist arrival by air in Bandung reduced by 6.9% y-o-y in 2018 (BPS, 2018). This unbalance supply and demand threatens Utari Hotel business. The purpose of this study is to analyze the external environment and internal of Utari Hotel, to define business strategy for the company and to create implementation plan for the proposed business strategy. Data is collected using mixed methods through interviews to hotel’s stakeholders and questionnaire to prospective customer. Some tools are used in the analysis. External environment analysis use PESTEL framework, Porter’s Five Forces, and Competitor Analysis. Internal analysis use Value Chain, VRIO analysis, and existing Business Model Canvas. Finally, business strategy formulation use SWOT Analysis, Porter Generic Strategies, Strategy Diamond Framework, and new Business Model Canvas. After doing the analysis, using Porter Generic Strategies, the proposed business strategy for Utari Hotel is differentiation by being a star hotel. The implementation plan of business strategy includes renovation, marketing sales force and digital channel, and increase its room rates.