STRATEGY FORMULATION FOR A GOLF TRAVEL BUREAU COMPANY BY DEVELOPING POTENTIAL COMPETITIVE ADVANTAGE

• Main Author: Bayu Wicaksono, Fachri
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53669
• Institution: Institut Teknologi Bandung

Coronavirus pandemic has caused most small and medium-scale tours and travel agency entrepreneurs to find difficulties in competing in the market with changes they have not anticipated, including those in Indonesia. One of the problems they encounter, especially the conventional ones, is the shift of consumers’ purchasing behavior to online-based. Regarding the decline in travel ticket sales, the presence of online ticket companies can erode company sales by up to 90 percent of walk-in customers or ticket buyers who come directly to travel agent outlets. This research will use PT Anugrah Dayu Wisata as the object of research and development. PT Anugrah Dayu Wisata is one of the travel agency companies that have the difficulties to adapt to changing market trends in Indonesia. Therefore, PT Anugrah Dayu Wisata needs business development to be able to seize market opportunities and produce sustainable positive impacts. Through this company improvement project, the author creates a comprehensive product concept by focusing on sustainable competitive advantage for PT Anugrah Dayu Wisata as well as other companies engaged in the field of travel. The benefits to be obtained through this development project are to provide solutions for travel agency companies that encounter difficulties adapting to changing market trends in order to survive and have sustainable growth.