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PROPOSED STRATEGY FORMULATION AND IMPLEMENTATION FOR XYZ BANDUNG HOTEL AND TOWERS

USULAN FORMULASI DAN IMPLEMENTASI STRATEGI UNTUK XYZ BANDUNG HOTEL AND TOWERS

Master Theses from JBPTITBPP / 2018-01-25 14:42:38
Oleh : ANDRE SANDRO GUNAWAN (NIM : 29115585), S2 - MBA-ITB
Dibuat : 2018, dengan 1 file

Keyword : Hotel, Qualitative Research Method, Quantitative Research Method, Strategy Formulation, Strategy Road Map, Implementation Plan

Based on the initial observations and interviews, the author deduces that XYZ Bandung Hotel and Towers is currently facing the challenge of declining sales and is unable to reach the owner’s expectations in 2017. Although this is a five-star establishment and are managed by professionals in the industry, the Hotel still does not have a suitable business strategy to work with. The Hotel often relies and are limited to the strategy and goals set by the XYZ Brand and the area team every month without adding creativity and making it suitable for their own target market. This puts the Hotel in a difficult situation where it is hard for them to maximize their chances to reach their target market and compete with other establishments. If this is not addressed urgently, XYZ Hotel will continue to fall from the pecking order and is in serious doubt to be able to succeed in the industry. Hence, the objective of this research is to provide the Hotel with a more suitable set of strategies that will help them to improve their business performance and generate profit. The formulation of these strategies will cover the three level of strategy in a company which consists of business-level, corporate-level, and functional level strategy.

In this research, the writer used the qualitative research method and quantitative research method. The primary data was obtained through focus group discussions and interviews with a number of hotel personnel and also through observation from the author’s period of internship. While, the secondary data was compiled from the available data given by XYZ Bandung Hotel and Towers. The sources of quantitative data came from online questionnaires which involves people who had experience using five-star hotels services in Bandung. The research started with the analysis of internal and external business environment which used numerous tools namely, PEST analysis, Porter Five Forces Model, Competitor analysis, and customer insight for examining the external environment, while Business Canvas Model and Resource Based approach are used to determine the internal conditions of the hotel. This process was then followed by a root-cause analysis using Ishikawa’s Fishbone diagram. These analysis result were used as inputs in SWOT analysis and quantified using the IFE, EFE, and SFAS evaluation to determine the hotel’s corporate-level strategy using the IE matrix. Then, the author determined the hotel’s business-level strategy with Hitt’s Five Generic Strategies and functional-level strategies using the TOWS matrix. These results are then translated into a proposed strategy roadmap and implementation timeline which spans through a four-year period.

From the analysis, the author concluded three underlying causes that needs to be prioritized: (1) Over-dependency towards corporate / travel customer groups; (2) The hotel implemented an inappropriate business strategy; (3) Tired brand and sub-par quality offered to the customers. The strategy formulation stage in this research stated that the best direction for the hotel is to focus on market development and product development strategies. The hotel will also be better if they position themselves in the market by using the focus differentiation strategy in their business-level strategy and implement a set of functional strategies that will support them.

Deskripsi Alternatif :

Berdasarkan penelitian awal dan wawancara yang telah dilakukan, penulis menyimpulkan bahwa XYZ Bandung Hotel and Towers sedang menghadapi tantangan berupa penurunan penjualan dan kegagalan mencapai ekspektasi dari pemilik hotel pada tahun 2017. Hotel ini tidak memiliki strategi bisnis yang sesuai untuk dilaksanakan. Hotel XYZ terlalu sering bergantung dan dibatasi oleh tujuan dan strategi yang ditetapkan oleh merk XYZ dan area team setiap bulannya. Problema ini menempatkan perusahaan di posisi yang sulit dimana mereka sulit untuk memaksimalkan peluang yang ada untuk menggapai target pasar mereka dan bersaing dengan hotel lainnya. Jika tidak segera ditanggapi, Hotel XYZ akan terus memburuk dan sangat diragukan untuk berhasil di industri perhotelan Bandung. Maka, tujuan dari penelitian ini adalah untuk menyediakan sebuah rangkaian strategi yang lebih sesuai kepada hotel untuk membantu mereka meningkatkan kinerja bisnis dan pendapatan mereka

Penelitian ini menggunakan metode penelitian kualitatif dan kuantitatif. Penelitian ini dimulai dengan melakukan dengan menganalisa aktor internal dan eksternal hotel. Faktor eksternal dianalisa menggunakan PEST, Porter Five Forces Model, analisis pesaing, dan analisis pelanggan, sementara faktor internal menggunakan Business Model Canvas dan pendekatan Resource Based. Tahap Analisa diakhiri dengan analisis akar permasalahan menggunakan fishbone diagram. Hasil analisis ini kemudian digunakan dalam penyusunan SWOT yang kemudian dikuantifikasi menggunakan evaluasi IFE, EFE, dan SFAS sebagai dasar dalam menentukan strategi level korporasi menggunakan matriks IE. Lalu, penulis menentukan strategi level bisnis menggunakan lima strategi generik dari Hitt dan menentukan strategi fungsional menggunakan TOWS matrix. Hasil dari penentuan strategi ini kemudian dituangkan ke dalam sebuah rencana implementasi dengan rentang waktu empat tahun.

Dari hasil analisis, ada tiga masalah mendasar yang harus diprioritaskan yakni: (1) ketergantungan berlebih terhadap grup perusahaan atau travel; (2) Perusahaan mengimplementasi strategi bisnis yang kurang tepat; (3) Merk yang memudar dan kualitas hotel di bawah standar. Tahap formulasi strategi dalam penelitian ini menyatakan bahwa arah terbaik untuk hotel adalah untuk berkonsentrasi pada strategi pengembangan pasar dan produk. Hotel XYZ juga akan lebih baik jika memposisikan diri mereka menggunakan strategi focus differentiation pada level bisnis mereka dan mengimplementasikan serangkaian strategi fungsional yang telah disarankan untuk mendukung strategi – strategi di atas.

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