Perumusan strategi bersaing pada grand Malabar Hotel

Wardiman, Ivan Godang (2021) Perumusan strategi bersaing pada grand Malabar Hotel. Masters thesis, IPB University.

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The industrial revolution 4.0 has had many impacts on all existing industries. This change must be taken seriously by every industry in order to survive, including the hotel industry. The number of hotels in Indonesia during 2015-2019 is always increasing, including hotels in the city of Bandung. As a result, fierce competition cannot be avoided due to the proliferation of hotels in Bandung. The purpose of this study is to determine the factors that become a competitive arena for the hospitality industry in Bandung, to know the competitive position of the Grand Malabar Hotel, and to formulate a commercially viable idea implemented by Grand Malabar Hotel. This research was conducted at the Grand Malabar Hotel in October - November 2020. This research used qualitative and quantitative approaches. The data used consists of primary and secondary data. The method used is the Importance-Performance Analysis (IPA) method and the Blue Ocean Strategy (BOS). The BOS method is further divided into the four principles of BOS and analysis tools such as a strategy canvas, a four-step framework, and the ERRC-Grid scheme. The results of this study suggest that there are 13 competition factors analyzed. These factors include: room cleanliness, room facilities, hotel facilities, good breakfast, offering appropriate prices, adequate parking, strategic location, hotels active in online media, friendly hotel employees, responsive employees, offering online reservation, offering fast check-out, and building design. After analyzing using the strategy canvas, it was found that Grand Malabar Hotel was competing closely with its competitors. This indicates that the Grand Malabar Hotel is entering into the red ocean, so a new strategy is needed. The idea of the BOS formulation at Grand Malabar Hotel aims to help the hotel get out of the fierce competition in the hotel industry in Bandung. Strategy formulation begins with three initial principles of BOS. The three principles, namely: reconstructing industry boundaries, focus on the big picture, not on numbers, and reach beyond existing demand. Then proceed with the IPA approach and the four-step framework and the ERRC-Grid scheme. From this framework, it is found that the factors that must be eliminated are the breakfast buffet factor, room facilities, namely safe deposit box (SDB), and hotel facilities such as car rental, bicycle rental, and luggage storage. The factor that must be reduced is the price factor offered. Factors that must be improved include room cleanliness, being active in online media, offering fast check-out, hotel design, friendly employees, responsive employees, offering online reservations. Factors that must be created include the factor of cooperating with travel, creating a hotel website, information on tourist attractions, using IoT, kiosk for self check-in, and rooftop cafe.The BOS plan that was carried out had to provide an idea that was feasible to be implemented by Grand Malabar Hotel, so the final step was to test this idea using the fourth principle of BOS, namely the right set of strategies. This test can answer the four questions that are indicators of the feasibility of the BOS idea, so that the formulation of a competitive strategy using BOS is commercially viable. The initial step that Grand Malabar Hotel must do is to eliminate, reduce, and improve the factors that have been analyzed, the reason is that it is not difficult and does not require large costs. What must be done after that is to create new factors according to their priorities based on the analysis results.

Item Type: Thesis (Masters)
Uncontrolled Keywords: blue ocean strategy (BOS), hotel, importance- performance analysis (IPA), inovasi nilai, strategi bersaing blue ocean strategy (BOS), competitive strategy, hotel, importanceperformance analysis (IPA), value innovation
Subjects: Manajemen Strategi
Depositing User: SB-IPB Library
Date Deposited: 25 Mar 2022 07:23
Last Modified: 25 Mar 2022 07:23

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