STRATEGI KEUNGGULAN BERSAING HOTEL BUDGET DI AREA KEMANG - JAKARTA SELATAN

Abstract

The rapid growth of the hotel business has resulted in a high level of competition between hotels.
Budget hotels are an option in fighting for business competition. The analysis in this study
describes internal and external environmental factors that influence the determination of budget
hotel management business strategies. The strategic ability used by budget hotels in increasing
sales and winning competition between budget hotels in the Kemang area of South Jakarta.Stages
of research; with preliminary observation through comparison of the four existing budget hotels in
Kemang Area, the hotel "F" was chosen, because of its superiority in sales and occupancy. Then
through the SWOT approach is combined with EFAS and IFAS analysis. Research result; obtained
a score for EFAS, Opportunity (Opportunity) = 1.55; Threat (Threat) = 0.9; while the score for
IFAS, Strength (Strength) = 1.80 Weakness = -0.