STRSTEGI BERSAING PADA INDUSTRI PERHOTELAN KELAS BINTANG TIGA DI PROVINSI DIY

ALIF NURROKHMAN, C. Budi Santoso, Dr.,M.Bus

2016 | Tesis | S2 Manajemen

Penelitian dilakukan untuk mengidentifikasi dan menyusun strategi bersaing yang tepat untuk dilakukan oleh Wisma MM UGM dalam mengatasi persaingan pada industri perhotelan kelas bintang tiga di Provinsi DIY. Analisis linkungan industri perhotelan kelas bintang tiga di Provinsi DIY didasarkan pada Porter Five Forces Analysis untuk melihat intensitas persaingan, yang kemudian akan mampu mengevaluasi strategi bersaing Wisma MM UGM dalam menghadapi kekuatan persaingan pada industri perhotelan kelas bintang tiga di DIY. Alternatif strategi dirumuskan menggunakan pendekatan Porter Generic Strategies untuk dapat bertahan dan meraih keunggulan dalam industri perhotelan kelas bintang tiga di DIY. Berdasarkan hasil penelitian disimpulkan bahwa kekuatan yang relatif paling berpengaruh yaitu ancaman pendatang baru (3,50), persaingan diantara pemain yang ada (3,42), serta yang ketiga yaitu kekuatan daya tawar pembeli (3,35). Analisis internal menunjukan bahwa Wisma MMUGM tidak berada pada posisi yang lebih baik dari pesaing dalam hal keunggulan bersaing. Agar Wisma MMUGM dapat bertahan menghadapi persaingan di Industri perhotelan bintang tiga di DIY, Wisma MMUGM sebaiknya melakukan strategi generic focus pada segmen pembeli yang berhubungan dengan aktivitas akademis seperti seminar,pelatihan, try out dsb dengan membentuk divisi tersendiri ataupun kerjasama lembaga terkait. Kata Kunci: Strategi Bersaing, Wisma MMUGM,Industri hotel bintang tiga, Porter Five Forces Analysis, Porter Generic Strategies

The research was conducted to identify and develop the right competitive strategy to be done by Wisma MM UGM in overcoming the competition in the three star hotel industry in DIY Province. The analysis of the three-star hotel industry environment in DIY Province is based on Porter's Five Forces Analysis to see the intensity of competition, which will then be able to evaluate Wisma MM UGM's competitive strategy in facing the competitive power in the three-star hotel industry in DIY. Strategic alternatives are formulated using Porter's Generic Strategies approach to survive and gain excellence in the three-star hotel industry in DIY Province. Based on the research result, it is concluded that the most influential strengths are the newcomer threat (3.50), the competition among the existing players (3.42), and the last is the bargaining power of the buyer (3.35). Internal analysis shows that Wisma MMUGM is not in a better position than competitors in terms of competitive advantage. In order to survive the competition in the three-star hotel industry in DIY, Wisma MMUGM should perform generic focus strategy on the buyers segment that is related to academic activities such as seminars, training, try out etc. by forming its own division or cooperation of related institutions. Keywords: Competitive Strategy, Wisma MMUGM, Three-star hotel industry, Porter's Five Forces Analysis, Porter's Generic Strategies

Kata Kunci : Competitive Strategy, Wisma MMUGM, Three-star hotel industry,