STRATEGI PEMASARAN PADA HOTEL BERBINTANG DALAM MENGHADAPI PERSAINGAN ANTAR JASA PENGINAPAN DI KOTA BENGKULU (Studi Kasus Pada Grage Horizon Hotel Bengkulu)

Bunge, Geraldine (2009) STRATEGI PEMASARAN PADA HOTEL BERBINTANG DALAM MENGHADAPI PERSAINGAN ANTAR JASA PENGINAPAN DI KOTA BENGKULU (Studi Kasus Pada Grage Horizon Hotel Bengkulu). Other thesis, University of Muhammadiyah Malang.

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Abstract

The purpose from this research is to know the strategy marketing be efficient to use for Grage Horizon Hotel Bengkulu in face competition inter inn service in Bengkulu With to analysis internal area and externals company. The tools analysis which use for to know the strategy which has made by this company are with can use tools analysis EFAS (External Factory Analysis Summary) and IFAS (Internal Factory Analysis Summary) and then interned to matrix Strength, Weakness, Opportunities, and Threat (SWOT) to get and know the strategy which can apply or make in this company. According the result of this research and discussion can be concluded that Grage Horizon Hotel Bengkulu has score 2.90 in factor internal and 2.40 in factor external it means that the company there is on average position. Grage Horizon Hotel Bengkulu also must maintain and improve which has done. The increase of promotion activity, corporation with government by means of program which have made by government, increase of quality service, that all very good if will be the winner in competition. There is strategy appropriate with Grage Horizon Hotel Bengkulu is strategy penetration market. Service industry hotel grow up and many competitor cannot show certain and different superiority. From the research above can be concluded that competition in tourism industry especially service hotel management will more tight. Where ever the effort agent to compete take consumer with show the superiority which they have. Because of that, from Grage Horizon Hotel Bengkulu must straighten up in order have get many consumer with improve company resources, improve quality product and service and also can see the opportunity which not see yet by another competitor.

Item Type: Thesis (Other)
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Economic > Department of Management
Depositing User: Anwar Jasin
Date Deposited: 02 Apr 2012 07:17
Last Modified: 02 Apr 2012 07:17
URI: http://eprints.umm.ac.id/id/eprint/1639

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