PROPOSED BUSINESS STRATEGY FOR CAPTAIN ELWIN BEACH AS A NEW COMER TO BE ABLE TO SURVIVE AND THRIVE IN WATER-BASED RECREATION IN DUMAI

• Main Author: Aisha Mayangsuri, Putri
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/55784
• Institution: Institut Teknologi Bandung

Currently, the development and growth of cities in several regions in Indonesia looks more advanced, such as the Dumai City. One of the developments that is experiencing rapid development is the tourism sector. In 2019, there was an increase in the number of domestic visitors in Dumai City. This is due to the large number of coastal developments in Dumai City. One of them is Captain Elwin Beach. However, the presence of COVID-19 made the number of visitors to Captain Elwin Beach unstable due to public concerns about the spread of COVID-19. This is a special concern for Captain Elwin Beach to survive and continue to develop in the face of competition as a newcomer. So that the need for a business strategy to support this success. In the framework of strategy formulation, this research was conducted through interviews and direct observation in data collection. The analysis used is a rethinking SWOT to identify the problems that exist in Captain Elwin Beach. The results of the analysis will be formulated into several strategies using the porter's generic strategy method, the diamond model strategy and the business model canvas. As a result, Captain Elwin Beach is more suitable to use a differentiation strategy. This is supported by the capabilities of this beach that are not owned by other competitors, such as a good layout, shady atmosphere, and a gazebo that faces directly to the shoreline. In addition, Captain Elwin Beach must be focused and consistent in providing a value proposition, namely as a one-stop vacation with affordable price and a pleasant experience as a differentiator compared to other competitors. For the short run strategy will be focused on how does the company not run a cashflow deficit even though the pandemic is still ongoing but still comply with health protocols. It can be concluded that strategy formulations for Captain Elwin Beach divided into two phase which are survival and thriving. For survival strategy contains sold the unused assets, collaborate with local speedboat, sell stall rent, providing variety menu and for the thriving strategy are reconstructing the beach, completing beach facilities, providing water rides such as banana boats, canoes and speedboats, establishing partnerships with key partners, conducting joint-ventures with water rides supplier and doing online and offline marketing.