Research Paper
Year: 2020 | Month: November | Volume: 7 | Issue: 11 | Pages: 457-464
Strategy Formulation SLIH Hotel Competitiveness in the Hospitality Industry in Bogor
Rohedi Waluyo Sejati1, Harianto2, Bagus Sartono3
1,2,3IPB University, School of Business, Jl Raya Pajajaran, Bogor, Indonesia
Corresponding Author: Rohedi Waluyo Sejati
ABSTRACT
SLIH Hotel is a Business & Leisure Hotel with modern architecture located in the Sentul area. The hotel has 12 function rooms which are used for meetings, incentives, conventions and exhibitions from various organizations and agencies. Not only suitable for business and leisure guests, this hotel is also perfect for people who want to explore the Sentul Circuit. This study aims to formulate a strategy for developing the company's business competitiveness by providing alternative strategies. The data collection methods used in this study are depth interviews, questionnaires, and surveys. Value chain approach is used to analyse the company’s internal environment, whilst the external environmental analysis uses the Five Forces Porter and PEST (Politic, Economy, Social, Technology) approach, and AHP (Analitycal Hierarchy Process) method is used to determine the strategic priority order. The result indicates that SLIH Hotel's main strength is the quality of service and products offered, while the weaknesses are the lack par-stock of linen and the 3-minute release room check system has yet to be implemented. The analysis of the external factors generate the key opportunity for the technology development, while competition is the main factor that threatens the company in the hospitality industry. Based on the results of AHP weighting, there are 7 orders of strategic priority begin with maintaining service quality and adding service value, followed by realisation of room facilities according to SOP (Standard of Procedure), adjustment of company spending budgets to national economic conditions, application of the latest technology to simplify the work system and distribution of products and services as well as revamping the HR system in regard to rights and obligations, adjustment of the organization's work plan according to national political conditions, to uniquely package products and services according to market segments in a certain period, and the invitation to bid for open goods, respectively.
Keywords: Hotel, Value Chain, SWOT, AHP.
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