OF TSUNAMI ON SALES PERFORMANCE
By:
Rayi Sastradiwirya 11503034
BACHELOR’S DEGREE In
BUSINESS ADMINISTRATION
FACULTY OF BUSINESS AND COMMUNICATION
SWISS GERMAN UNIVERSITY The Prominence Tower
Jalan Jalur Sutera Barat No. 15, Alam Sutera Tangerang, Banten 15143 - Indonesia
July 2019
Revision after the Thesis Defense on July 9th, 2019
STATEMENT BY THE AUTHOR
I hereby declare that this submission is my own work and to the best of my knowledge, it contains no material previously published or written by another person, nor material which to a substantial extent has been accepted for the award of any other degree or diploma at any educational institution, except where due acknowledgement is made in the thesis.
Rayi Sastradiwirya
__________________________________________
Student Date
Approved by:
Fiter Abadi, MBA
__________________________________________
Thesis Advisor Date
Dr. Nila K. Hidayat S.E, M.M
__________________________________________
Dean Date
ABSTRACT
SRATEGIC MANAGEMENT ANALYSIS OF 3-STARS RATED HOTELS AND RESORTS IN ANYER: A CASE STUDY OF THE IMPACT OF
TSUNAMI ON SALES PERFORMANCE By
Rayi Sastradiwirya Fiter Abadi M.B.A. as Advisor
SWISS GERMAN UNIVERSITY
The aim of this paper is to determine the SWOT Analysis of the 3-stars rated Hotels and Resorts in Anyer which is Patra Comfort Anyer, Nuansa Bali Hotel, Anyer Cottage, and Allisa Resort, to develop an appropriate strategy for 3-star rated hotels and resorts in Anyer regarding the condition after the Tsunami hit Anyer. This research adopted the descriptive qualitative approach. The result is coming from both primary data which is coming from in-depth interview with the hotel representatives and secondary data coming from journal, news, and field observation. Findings show that with the current condition of the hotel, the appropriate strategy to choose is Market Penetration. In conclusion, a set of suggestion was given to solve problems that might come from external and internal factors. Also, the best strategy was recommended in order to support Hotel’s sustainability in current condition.
Keywords: Strategic management, Strategic planning, SWOT Analysis, 3-stars rated hotels, Hotel.
© Copyright 2018 by Rayi Sastradiwirya
All rights reserved
DEDICATION
I dedicate this work for Allah S.W.T , my beloved parents who always give their endless support on my decisions in any conditions for whatever reasons, and my
late grandma, who passed away before I am writing this thesis.
ACKNOWLEDGEMENTS
First of all, I would like to express my sincere gratitude to Allah SWT, for giving me all the best thing I could possibly get in my life. Also, I would like to thank both of my parents, Denny Prasetya and Enin Juwarni, all my family in Cilegon especially my Grandparent for their unconditional love, continuous pray, support, understanding not only for accomplishing this thesis but they have been my main spirit in life. I would also like to thank my sister Reine Denientya and my brother Ramadhan Wiradisastra for being a supportive sibling.
I would also like to show my biggest appreciation to my thesis advisor Mr. Fiter Abadi M.B.A for all the encouragement, critics, guidance, motivation, and life lesson during developing this thesis. I would like to thank you for your time, attention and support up to completing this thesis. For Michael D. McNeil thank you for the constructive advice.
I would also like to thank all my bestfriends, Bagas Permana, Debby Cynthia, Stella Febrilian, Joshua Tamaro, Jason Fadelie, Michael Armando, and Rakly Tadashi that has been a support system and a positive influence to my life. I would also like to thank Arya Stark, for giving me hope and motivates me for what she did on Winterfell. And to my present girlfriend Farras Sasqia Putri, for her continuous help, support, and advice.
Last but not least, thank you to International Business Administration classmates that has been through the same pain and joy, you all make me happy and also Swiss German University fellow students who have also supported me, thank you for all the support.
Table of Contents
STATEMENT BY THE AUTHOR ... 1
ABSTRACT ... 3
DEDICATION ... 5
ACKNOWLEDGEMENTS ... 6
CHAPTER 1 - Introduction ... 11
1.1 Background ... 11
1.2 Research Problem ... 17
1.3 Research Question ... 18
1.5 Significance of Study ... 18
1.6 Scope and limitation ... 19
Chapter 2 – Literature Review ... 20
2.1 Framework of Thinking ... 20
2.2 SWOT Analysis ... 20
2.2.1 Internal Analysis ... 22
2.2.2 External Analysis ... 23
2.3 Evaluating Strategy ... 25
2.3.1 Internal Factor Evaluation Matrix ... 27
2.3.2 External Factor Evaluation Matrix ... 28
2.3.3 Internal-External Matrix ... 30
2.3.3.1 Retrenchment ... 31
2.3.3.2 Divestiture ... 32
2.3.3.3 Market Development ... 33
2.3.3.4 Product Development ... 33
2.3.4 Strength-Weakness-Opportunity-Threat (SWOT) Matrix ... 34
2.3.5 Quantitative Strategic Planning Matrix (QSPM) ... 35
2.4 Previous Study ... 35
2.5 Study Differences ... 45
2.6 Research Model ... 47
CHAPTER 3 – RESEARCH METHOD ... 48
3.1 Type of Study ... 48
3.2 Data Collection Method ... 48
3.2.1 Primary Data ... 48
3.2.2 Secondary Data ... 49
3.3 Population and Sampling ... 49
3.4 Time Period ... 50
3.5 Design and Tools Analysis Techniques ... 50
3.5.1 Triangulation ... 50
3.5.2 Research Process ... 51
4.1.1 Patra Comfort Anyer ... 53
4.1.1.1 Vision and Mission ... 55
4.1.1.2 Financial Condition ... 55
4.1.2 Hotel Nuansa Bali Anyer ... 56
4.1.2.1 Financial Condition ... 57
4.1.3 Allisa Resort ... 58
4.1.3.1 Financial Condition ... 59
4.1.4 Anyer Cottage ... 60
4.1.4.1 Financial Condition ... 61
4.1.5 Characteristics of Hotel Visitors ... 62
4.2 Result from interviews ... 63
4.2.1 Interview Questions ... 63
4.2.2 Interview Findings ... 70
4.2.2.1 Interpretation ... 72
4.2.3 Triangulated SWOT ... 80
4.3 Strategy Analysis ... 83
4.3.1.1 IFE Matrix ... 83
4.3.1.2 EFE Matrix ... 84
4.3.1.3 I-E Matrix ... 86
4.3.1.4 SWOT Matrix ... 87
4.3.1.4.1 S-O STRATEGIES ... 87
4.3.1.4.2 S-T STRATEGIES ... 89
4.3.1.4.3 W-O STRATEGIES ... 90
4.3.1.4.4 WT STRATEGIES ... 92
4.3.1.4.5 Strategy Alternatives ... 93
4.3.1.5 QSPM Matrix ... 97
Chapter 5 – Conclusion and Recommendation ... 102
5.1 Conclusion ... 102
5.2 Recommendation ... 104
Bibliography ... 106
APPENDICES A – CONTACT REPORT ... 110
APPENDICES B – FIELD OBSERVATION PHOTOS ... 116
APPENDICES C – IFE, EFE SCORING TABLE ... 119
Curriculum Vitae ... 120
