MARKETING STRATEGY ON HOSPITALITY SECTOR DURING COVID-19 PANDEMIC (CASE STUDY PRAMA GRAND PREANGER HOTEL)

• Main Author: Siswananda Putra, Dwika
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/62473
• Institution: Institut Teknologi Bandung

The COVID-19 pandemic first appeared in 2019 in Wuhan, China. The virus began to spread in Indonesia in March 2020. The emergence of the COVID-19 pandemic has made conditions for several business sectors in Indonesia experiencing difficulties, one of which is the Hospitality Sector. The Hospitality sector in Indonesia, especially Bandung, has a hotel called Prama Grand Preanger that is currently experiencing difficulties, the emergence of the COVID-19 pandemic has significantly reduced hotel occupancy rates, causing weak business activities. Prama Grand Preanger Hotel is looking for the right marketing strategy to increase occupancy rates and maintain the hospitality business so that it can be sustainable during the COVID-19 pandemic. This study uses quantitative methods, to assess the external and internal environment of Prama Grand Preanger Hotel. First, perform external analysis using PESTLE, Porter Five Forces, competitor analysis, and customer analysis. Second, perform internal analysis using marketing mix, STP, and resource capabilities analysis of Prama Grand Preanger Hotel. The results of the overall analysis are summarized into a SWOT analysis and used as input to identify the root cause of the business. As a result, the authors found the root of the problem that occurred in terms of internal and external factors from Prama Grand Preanger Hotel which made the gap between the marketing strategies that had been carried out still not in accordance with consumer to intent to stay in the hotel. Then, the writer looks for a solution based on the TOWS matrix approach so it appear alternative solutions which are then divided into nine strategies and can be implemented.