DENTINT VALUE INNOVATION FOR HOSPITALITY INDUSTRY IN REGARDS TO REGULATION AND SUSTAINABILITY (CASE STUDY: GRAND MERCURE HOTEL)

• Main Author: Andersen Thes, Daniel
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/45773
• Institution: Institut Teknologi Bandung

An entrepreneur has characteristics to solve human nature problems and by their capability convert the solution to become products (goods or services) which can be transformed into economic value. Due to the rapid growth of industrialization, many companies produce unrecycled waste. Therefore, the government creates regulation for every business entity must reduce 30% unrecycled waste in 2025. Dentint as a subsidiary from Andersen came up become solution as a brand of eco-green personal care product specialized in dental care products which have superiority low price, innovative but still maintaining customer behavior. As a Start-Up, Dentint market research came up with the hospitality and accommodation industry. In this case, Dentint took Grand Mercure Hotel Bandung which have realized about waste reduction for their sustainability. This research will break the components into two: data collection method and also data analysis method. While data collection using questionaire and interview and data analysis using qualitative analysis. Combining strategic canvas, customer journey analysis, and value proposition of internal company creating reliable data as an input of the next development. New Product development as a real form from value innovation which continued with business model innovation to creating new plot ecosystem. The result from all the process will proposed to hospitality industry around Indonesia while simultaneosly preparing budgeting and resources. The utilization of personal care in a hotel is the second largest turnover after food and beverage. Aside from that, it can increase customer new satisfaction and pride because personal care product is the second aspect which customer can feel using their five scents. Dentint products answer almost every aspect that the hotel needed. Dentint offering replaceable-head toothbrush and non-plastic tube toothpaste. There is no limit to apply the concept to every personal care product such as shampoo, bath soap, conditioner, etc. Every Dentint customer should have a mindset of investing assets to reducing cost in the longterm period. Moreover, it can generate new revenue streams to sell merchandise. Dentint form corporation using business model bait&hook, subscription, and contract which offering solutions in business value, waste management, cost-saving, and new ecosystem in the hospitality industry regarding regulation and sustainability. The objective of innovation creates a competitive advantage to compete with the current player. Creating differentiation using blue ocean strategy by understanding customer's importance and also understanding customer flow from start to end. Nowadays, the trend of reducing plastic movement becomes a mission of government, community, ministry, and awareness about the environment increases. Hopefully, with proper preparation and analyze the risk, the product can accept by market effectively and efficiently not only to generate highest margin profits but also increasing value about environment and shares smile to the world with Dentint products. In the end, Dentint should prepare resource, budget planning, and proposal to offer to hospitality industry which hopefully can create new ecosystem and new customer behavior.