The industry 4.0 revolution era, the hotel competitive rivalry competition, and the covid-19 pandemic are challenges for every industry to compete, especially the hospitality industry. Faced with this situation, a strategy is needed in winning the competition. This study is aimed to formulate a competitive strategy at the Grand Malabar Hotel in the midst of fierce competition in Bandung hospitality industry. This study uses primary and secondary data collected through observation, questionnaires, interviews, literature studies and related journals. This study combaines quantitative and qualitative approaches at the same time to optain optimal results. Importance-Performance Analysis (IPA) and Blue Ocean Strategy (BOS) are used as the methods of this study. The result of this study shows that currently the Grand Malabar Hotel is entering into red ocean. There are 13 competitive factors analyzed, 3 of which must be eliminated, 1 factor must be subtracted, and 7 factors must be increased. The nnovation has been made by creating 6 factors, including: (1) cooperation with travel agents, (2) creating hotel website, (3) information on tourist attractions, (4) utilization of IoT, (5) self service check-in kiosks, (6) rooftop cafe. The strategy formulation has been tested and commercially feasible to be implemented by Grand Malabar Hotel. Keywords: Blue ocean strategy (BOS), competitive strategy, hotel, importance-performance analysis (IPA), value innovation.
The rapid development of the retail industry has led to increasingly high competition. Marketing strategy is something that must be done by every industry to maintain and increase revenue and protect consumers. This study aims to analyze and test the product, price, location or distribution, and promotion variables on consumer purchasing decisions at Alfamart Teluk Kuantan. This research includes quantitative research and uses a questionnaire method to obtain data. Data analysis used multiple regression analysis and T test and F test. The results based on the T test found that the promotion variable had a significant effect on consumer purchasing decisions, while the product, price, and distribution variables had no effect on purchasing decisions at Alfamart Teluk Kuantan. The F test found that the four variables simultaneously affect consumer purchasing decisions at Alfamart Teluk Kuantan. Keywords: Alfamart, marketing mix, purchasing decisions Abstrak Berkembangnya industri retail secara pesat menyebabkan persaingan yang semakin tinggi. Strategi pemasaran merupakan hal yang wajib dilakukan oleh setiap industri untuk mempertahankan dan meningkatkan pendapatan serta menjaga konsumen. Penelitian ini bertujuan menganalisis dan menguji variabel produk, harga, lokasi atau distribusi, dan promosi terhadap keputusan pembelian konsumen di Alfamart Teluk Kuantan. Penelitian ini termasuk penelitian kuantitatif serta menggunakan metode kuesioner untuk memperoleh data. Analisis data menggunakan analisis regresi berganda dan uji T dan uji F. Hasil berdasarkan uji T diketahui bahwa variabel promosi berpengaruh signifikan terhadap keputusan pembelian konsumen, sedangkan variabel produk, harga, dan distribusi tidak berpengaruh terhadap keputusan pembelian di Alfamart Teluk Kuantan. Uji F menemukan bahwa keempat variabel secara simultan mempengaruhi keputusan pembelian konsumen di Alfamart Teluk Kuantan. Kata kunci: Alfamart, bauran pemasaran, keputusan pembelian,
This study aims to analyze the performance of PT Astra Agro Lestari using the balanced scorecard and strategy map. Researchers use secondary data through the company's annual report and literature review. The results obtained, starting from a growth and learning perspective, have three strategic objectives and KPIs. Then the internal business process perspective has 5 strategic goals and KPIs. From the customer perspective, it has 3 strategic goals and KPIs. From a financial perspective, it also has 3 strategic goals and KPIs. Furthermore, each prepared strategy is visualized through a strategy map.
The impact of this pandemic is most felt by the hotel and tourism indus-try. Almost all hotels in Indonesia have experienced a decline in revenue due to this pandemic. Hotel is a type of necessity for everyone who travels or travels. Hotel is a company managed by hotel management by providing services such as rooms, food, drinks for people who travel and are able to pay a reasonable amount according to the services provided without any special agreement in advance. The purpose of this study is to develop alternative strategies and priority strategies for ABC hotels, this study uses a mix method approach with quantitative and qualitative approaches. The result obtained is that there are 10 strategies formulated to be implemented in the next 5 years. This strategy is divided into 3 stages, namely the competency strengthening stage, the growth stage, and the performance improvement stage which is compiled in a strategic architecture. The conclusion is that the current external conditions are less favorable for ABC Hotels due to the COVID-19 pandemic. So it is necessary to design another strategy to face conditions like now
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