PROPOSED BUSINESS STRATEGY IMPROVEMENT FOR SHARIA HOTEL (CASE STUDY RUBY SHARIA HOTEL)

• Main Author: Fajarwati, Fera
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/50352
• Institution: Institut Teknologi Bandung

Ruby Sharia Hotel is a hotel that adheres to Islamic principles. The number of guests staying at the Ruby Sharia hotel has decreased since 2018 and 2019, causing a decrease in revenue. Ruby Sharia Hotel uses a cost leadership business strategy to attract guests, but hotel activities are still traditional. This research aims to find out internal factors and improve operational activities so that the integration strategy of cost leadership/differentiation can survive, increase sales targets, and compete with competitors. The methodology used is qualitative data obtained from observations, interviews, and literature studies. Conceptual frameworks using internal analysis are resource analysis, capabilities, and core competencies analysis. In the external analysis using general environment analysis, industry analysis, and competitor analysis summarized using SWOT. Then, using TOWS in analyzing the problem. The proposed strategy is the integration of cost leadership and differentiation. The solution for this research is to redesign furniture into a middle eastern concept, collaborate with a restaurant with a middle eastern concept, a gym and spa specifically for women and men and a barrier to maintain the privacy of Muhrim, promote weddings or engage packages with Islamic principles, collaborate with Islamic groups and cooperate with the government. To reduce costs, this is integrated by creating high capacity utilization, developing economies of scale, giving rewards to employees, developing digital marketing, and recruiting outsourcing employees. The researcher provides a blueprint service description to determine the new strategy's operational flow and shows that the implementation plan will be carried out in 2022 after the Indonesian economy is stable. The implementation plan is divided into four categories, namely, research and program development, human resources, finance, and marketing strategies. This implementation is expected to achieve hotel excellence.