Analisis Penerapan Blue Ocean Strategy Pada Sofyan Hotels

ATIKA RIASARI, Goedono, Prof., Dr., MBA., CMA., Ak., CA.

2016 | Tesis | S2 Manajemen

yang diterapkan oleh Sofyan Hotels dengan konsep blue ocean strategy dan menganalisis keefektifan strategi yang diterapkan oleh Sofyan Hotels untuk memenangkan persaingan dan terhadap lingkungan bisnis saat ini. Konsep blue ocean strategy Sofyan Hotels diterapkan melalui perubahan konsep dari hotel konvensional menjadi hotel syariah. Metode dalam penelitian ini adalah 25 poin yang akan digunakan sebagai indikator dan instrumen dari variabel A yang merupakan strategi dari perusahaan yang diteliti terhadap variabel B yang merupakan ciri-ciri dari Blue Ocean Strategy. Variabel-variabel tersebut akan dibandingkan kesesuaiannya, setiap poin memiliki bobot nilai yang sama. Pemberian bobot nilai pada masing-masing poin pembanding dilakukan untuk mengukur seberapa besar kesamaan yang dimiliki oleh kedua strategi tersebut Hasil penelitian yang didapat dari membandingkan 25 point ciri-ciri strategi blue ocean dengan strategi perusahaan diperoleh kesesuaian sebanyak 25 poin atau memiliki tingkat kesesuaian sebesar 100% berarti strategi Sofyan Hotels sesuai dengan prinsip strategi blue ocean dan konsep syariah sebagai bentuk dari penerapan blue ocean strategy terbukti efektif dalam persaingan bisnis saat ini. Hotel syariah yang tadinya tidak dilirik oleh pesaing berhasil menciptakan pasar baru bagi Sofyan Hotels yang saat ini telah memiliki 19 hotel dengan 1775 kamar yang tersebar diseluruh Indonesia. Dengan strategi yang diterapkan tersebut, laba Sofyan Hotels tumbuh rata-rata 7,72% per tahun dan berhasil memenangkan Worlds Best Family Friendly Hotel pada tahun 2015.

Sharia industry has developed rapidly in Indonesia, which is predominantly Moslem. Evolution of Islamic products is now expanded to lifestyle, one of them is the hospitality industry. The hospitality industry in Indonesia which has grown more rapid is marked with the massive construction of new hotels in all Indonesian regions that cause many new players to enter, hotels compete against each other to gain market share more widely so that competition in the hospitality industry is becomes more competitive or is called red ocean competition. This research is aimed to identify strategy congruity implemented by Sofyan Hotels using blue ocean strategy concept and analyze the effectiveness of strategy applied towards present business environment. The concept of blue ocean strategy of Sofyan Hotels is implemented through concept changes from conventional to sharia hotel. Method utilized in this research is 25 points which will be used as indicators and instruments of variable A as the investigated strategy of the company towards variable B as the characteristic of the blue ocean strategy. Those variables congruity will be compared, each point has equal value weight. Value giving on each comparator point is done to measure how much balance of both strategies is. Based on the research results, with 25 points congruity or having congruity level of 100% means that Sofyan Hotels strategies are congruent with blue ocean strategy principles. Sharia hotel that was previously ignored by competitor is successful in creating new market for Sofyan Hotels which has had 19 hotels with 1776 rooms distributed in all regions of Indonesia. the profit of Sofyan Hotels has increased averagely 7.72% annualy and was successful to win Worlds Best Family Friendly Hotel in 2015. The strategies applied by Sofyan Hotels are proven as effective towards present business environment.

Kata Kunci : blue ocean strategy, hotel syariah, perhotelan, Sofyan Hotels