Business strategy formulation at Melia Purosani Hotel Yogyakarta using quantitative strategic planning matrix (QSP Matrix) approach

FAHMI, Mohammad, Dr. Harsono, MSc

2004 | Tesis | Magister Manajemen

Dalam beberapa periode terakhir persaingan antara pengelola hotel meningkat tajam disbanding dengan tahun tahun sebelumnya. Ketatnya persaingan ini didorong oleh semakin bervariasi nya pelayanan yang diberikan oleh pengelola hotel, dimana hotel saat ini bukan hanya menawarkan kamar untuk bermalam, lebih dari itu mereka juga mencoba memberikan nilai tambah lainnya dari kamar tersebut. Industri pariwisata merupakan sektor usaha yang berkembang pesat dan memiliki masa depan yang cerah di Indonesia. Dimulai awal tahun 80’an saat ekonomi Indonesia bergeser kearah pertumbuhan. Hal ini juga membuka peluang untuk mengembangkan dan mengelola berbagai jenis prasarana untuk mengimbangi perkembangan tersebut. Melia Purosani sebagai salah satu perusahaan yang bersaing didalam industri hotel di Yogyakarta juga mengalami dan menghadapi permasalahan yang serupa. Untuk itu, analisa ini dibuat guna membantu pihak manajemen hotel Melia Purosani dalam mencetuskan berbagai kebijakan melalui berbagai alat analisa yang secara umum disebut Quantitative Strategic Planning Matrix (QSPM). QSPM melibatkan analisa lingkungan luar dan dalam perusahaan yang berpengaruhs secara langsung terhadap kelangsungan sektor usaha perhotelan. Hasil akhir dari QSPM menghasilkan 2 pilihan kebijakan stratejik yaitu (1) Pengembangan pasar, dan (2) Pengembangan Produk guna meningkatkan penjualan dan laba perusahaan. Hasil akhir ini diharapkan dapat digunakan sebagai masukan bagi pihak manajemen hotel Melia Purosani dalam penyempurnaan kebijakan stratejik dimasa mendatang. Analisa lanjutan sangat diharapkan dengan memperluas dan menambah factor-faktor luar dan dalam perusahaan serta menggunakan berbagai alat analisa kebijakan stratejik lainnya.

Lately, competition among hotel businesses is increasing compared to those of previous years. This competition is urged by more complex services provided by the hotel, where the high quality of services becomes not only the main reason for consumer’s pursuit, but also the added value. Tourism industry is a business that moves aggressively and has a bright future in Indonesia. Beginning in early 80's when national condition has shifted to economic development, it is also opening the chance to develop and manage various required medium and infrastructures, in order that the development can be well and continuously performed. Consequently, hotel industries are trying to reposition and re-examine their market target by shifting to domestic market, in their effort to re-increase their occupancy rate. Year by year from 1997 to 2002 Indonesian tourism recover both foreign and domestic tourist are increasing. Domestic tourist was the one that increased significantly and have back to the number of year 1997 even more. Meliá Purosani as one of the player in hotel industry also experienced and faced the same problem. Therefore this analysis is conducted in order to help hotel management in generating several competitive strategies through several analysis tools called Quantitative Strategic Planning Matrix. QSPM include the analysis of external and internal analysis that directly influences the hotel business. The result of QSPM generates three most reasonable strategies which are (1) Market Development and (2) Product Development of Meliá Purosani in order to increase room occupancy and profit of company. These result findings is expected to be able to be used as an input for Melia Purosani hotel management in effort to increase and complete strategy in the future. A further research is expected by expanding, adding other influenced factors, and use of other strategic management analysis tools.

Kata Kunci : Strategi Bersaing,Industri Hotel, Strategic Formulation, QSPM