FORMULASI STRATEGI BISNIS DANIMPLIKASINYA PADA STRATEGI PEMASARAN DI PURI KELAPA GARDEN COTTAGES SANUR

  • Luh Ayu Andayani
  • I Gusti Ayu Ketut Giantari
  • Putu Gede Sukaatmadja
Keywords: external and internal environment, internal external matrix, business strategy

Abstract

The increasing number of tourists visit will certainly affect other tourism components such as restaurants, travel agents, including hotel business in Bali. This study aims to formulate business strategy and its implications on marketing strategy at Hotel Puri Kelapa Garden Cottages Sanur.Sampleare manager and supervisor level at Puri Kelapa Garden Cottages Sanur, taken by usingcensus method. The data analysis technique used is Internal and External Matrix (IE) for addressing the problem of identifying various strategic factors and formulating marketing strategies. The study found that variables include opportunities the inflation rate, Rupiah exchange rate against USD, tourist visit visa, society culture in the hotel environment, utilization of information technology and communication progress. Variables that consider as threat are, bargaining power of tourists, intense competition between hotels, security stabilit, and local government policies. Furthermore, variables including strengths are, strategic hotel location, special package price that stays more than one week, financial control, access to working capital, friendly employee service, ease of check-in process, and fast complaint handling. Variables that include weaknesses are, completeness of hotel facilities and ability of employees in foreign languages. This study suggested the company to implement intensive strategy through market penetration, market development, and product development in order to increase occupancy rate.

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