FORMULASI STRATEGI BERSAING DI INDUSTRI PERHOTELAN STUDI PADA HOTEL BARU AMBARAWA

HANADHYTYA H, Sony Warsono, MAFIS., Ak., CA., Ph.D.,

2019 | Tesis | Magister Manajemen

Penulis mengambil objek penelitian di Hotel Baru Ambarawa yang selanjutnya akan disebut HBA. Penulis menyusun tesis ini dengan tujuan untuk memformulasikan strategi bersaing guna membantu meningkatkan pendapatan HBA di tengah persaingan yang semakin ketat. Penulis menggunakan metode penelitian pendekatan deskriptif kualitatif. Adapun alat analisis yang digunakan dalam tesis ini yaitu analisis lingkungan eksternal menggunakan Porter’s Five Forces dan Key Success Factors, analisis lingkungan internal menggunakan analisis Sumber Daya, Kapabilitas dan Kompetensi, analisis SWOT, analisis VRIO dan penentuan strategi menggunakan analisis Lima Strategi Kompetitif Generik. Penulis menemukan bahwa terdapat tiga alternatif strategi bersaing, yaitu strategi low cost provider, focus based on low-cost, dan best-cost provider. Berdasarkan kesimpulan penelitian, strategi yang sebaiknya digunakan oleh HBA yaitu strategi Best Cost Provider. Untuk melakukan strategi ini, HBA diharapkan dapat masuk ke industri budget hotel dengan tetap memastikan harga yang ditawarkan lebih rendah dari budget hotel lainnya namun dengan kualitas layanan dan fasilitas yang setara/lebih baik.

The author took the object of research in Hotel Baru Ambarawa, a “melati” class hotel in Ambarawa, which is then referred in the thesis as HBA. The author compiled this thesis with the aim of formulating a competitive strategy to help increase revenue from HBA in the midst of increasingly fierce competition. The author applied a qualitative approach as research method. The analysis tool used in the thesis is external environment analysis using Porter’s Five Forces and Key Success Factors, internal environment analysis using Resources, Capabilities and Competencies Analysis, SWOT analysis, VRIO analysis and strategy determination using The Five Generic Competitive Strategies. Based on the analysis, it was found that, there are three competitive strategies alternatives, which are low cost provider, focus based on low cost, and best cost provider strategies. Eventually, based on the conclusion of the research, it is recommended that best cost provider is the best strategy that HBA should apply. To apply this strategy, HBA is expected to be able to enter budget hotel industry while ensuring the offered price is lower than other budget hotels but with equal/ better quality in services and facilities.

Kata Kunci : Strategi Bersaing, Formulasi Strategi, Industri Hotel, Hotel Kelas Melati, Five Forces, SWOT, VRIO, Best Cost Provider, Generic Strategies