PROPOSED BUSINESS STRATEGY FOR JEE BALLROOM GROUP TO ACHIEVE THE PROJECTED SALES IN 2020 AS A WEDDING HALL (CASE: GRAND GALAXY CONVENTION HALL)

• Main Author: Pertiwi Zulfi, Rika
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/51413
• Institution: Institut Teknologi Bandung

Jakarta Event Enterprise (JEE) Ballroom Group is a company engaged in the venue management for various events, especially weddings or wedding halls. Basically marriage is the nature of every human being. As long as there are humans, marriage will always happen. Moreover, Indonesia has a very thick family culture so that a marriage in Indonesia is identical with inviting many people or families. The increasing number of people causes the increasingly limited land raises opportunities for wedding venue needs. This opportunity is taken by JEE Ballroom Group to accommodate the needs of integrated community marriages not only as a venue provider but also as a wedding organizer. One of the wedding venues currently being managed is Grand Galaxy Convention Hall located in the heart of Bekasi City. But over time, the wedding venue is also mushrooming in a relatively fast time, the competition is getting tougher as well as bargaining power from consumers. The revenue of GGCH is exponentially grow from 2015 until 2019, especially for the first 2 years with more than 100 percents growth per year. GGCH’s occupancy rate should be 100% or 160 wedding events per year and JEE targetted to achieve minimun 80% occupancy rate in the third year, but at this time GGCH’s occupancy rate is only 68.75% achieved in the fourth year. GGCH still has to pursue 100% occupancy rate and keep growing. As the company grew, JEE began to feel overwhelmed by HR (Human Resources) because until now HR has only been handled by administrative staff and directors who do not or lack the capacity to select the best people scientifically especially in Marketing and Sales, and this has an impact on sales. To help identify the company's current condition and help provide solutions in business strategies to achieve the projected sales in 2020, this research was conducted by interviewing previous and prospective customers, and commissioner of JEE Ballroom Group by telephone or face-to-face to analyze external and also internal environment. According to both internal and external analysis, the researcher propose to switch the business strategy from Low Cost Focus to Focus Differentiation, propose Functional Strategy, and revised Business Model Canvas.