Marketing Strategies to Improve Room Occupation in Jambuluwuk Oceano Seminyak Hotel

Pratiwi, Ni Luh Putu Rika and Sudiarta, Made and Susyarini, Ni Putu Wiwiek Ary (2022) Marketing Strategies to Improve Room Occupation in Jambuluwuk Oceano Seminyak Hotel. Repositori Politeknik Negeri Bali.

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Abstract

This study aims to determine and at the same time formulate the right strategy carried out by Jambuluwuk Oceano Seminyak Hotel, by identifying strengths, as well as looking at weaknesses, opportunities, and challenges through 4 inter-nal variables, and 4 external variables. Data collection methods used are interviews and questionnaires by purposive sam-pling, documentation techniques, literature study, and questionnaires. Quantitative data used in this study is the weighting and rating matrix IFAS, EFAS and IE Matrix. The population in this study were employees of Jambuluwuk Oceano Seminyak Hotel who were directly related to room reservations. Based on the results of the IFAS matrix analysis, the main strength is the accuracy when serving each guest request, promotional messages can be clearly received by consumers, while the main weakness is in a fairly large parking area. Based on the results of the EFAS matrix analysis, it is known that the main opportunities are the implementation of health protocols during the pandemic, room price adjustments, the development of information technology, and the preparedness of the hotel in handling natural disasters, while the main threat faced is the readiness of the hotel to overcome the damage caused by the disaster. natural conditions. The results of the IE matrix research place the company in a Growth position (cell 1) which indicates that the company's strategy is in growth with concentration through vertical integration and must be maintained. SWOT analysis produces strategies that are expected to be implemented by the company

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