PROPOSED CORPORATE AND BUSINESS STRATEGY TO INCREASE OCCUPANCY RATE OF BOBOCABIN KINTAMANI BALI

• Main Author: Gema Danishwara, Anandito
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/77514
• Institution: Institut Teknologi Bandung

Indonesia is a country in the form of an archipelago with a very large population. The hospitality and tourism business is one of the potential businesses to run in Indonesia because it offers the beauty of nature from the country. Therefore, the hotel business is a quite profitable business in Indonesia, because the market never runs out and always increases along with the growing population in this country and even from abroad. Bobobox Indonesia is an innovative company engaged in the hotel business that combines technology and modularity design. To meet the market demand, which is quite large, Bobobox Indonesia opened branches in several strategic locations, namely Bandung and Solo. Until now, Bobobox Indonesia has successfully opened a new branch in Kintamani with Bobocabin as a product focused on giving new experience through camping with a brand-new experience with combining technology IoT and compact facility. Assisted by several analyzes to help researchers in making marketing strategies and business strategies, the author used external analysis such as PEST, Porter 5's Forces, and Competitor Analysis. Then internal analysis such as Resource and Value Chain Analysis, as well as STP Analysis, Marketing Mix, SWOT Analysis and TOWS Matrix. Until now, Bobocabin Kintamani was a local tourist who was curious about the glamping experience, so that Bobocabin Kintamani must be able to increase sales by looking for a new target market. The marketing strategy and business strategy that has been proposed by the author can be a tool for companies to be able to implement it within the scope of the company's own business and are expected to increase sales and consumer loyalty to Bobobox Indonesia.