THE ANALYSIS OF COMPETING STRATEGY AT HOTEL SANTIKA SEMARANG BY SWOT ANALYSIS APPROACH

Abstract

Hotel is sort of accomodation using the part of the whole building to provide services as staying, foods, and beverages and other services for public, managed commercially to meet the requirement determined by government. The competition in hotel business faced by Hotel Santika Semarang is getting tight by the appearance of new hotels in semarang that offer various kinds of facilities. The condition demands the hotel management to be able to apply the accurate competing strategy and adjusted their surrounding to be able to compete with another two star hotels. In the last five years, the occupancy of Hotel Santika Semarang has fluctuated so that it is necessary to determine a correct competing strategy. The aim of this research is to find out service and facilities factors in determining the competing strategy of Hotel Santika Semarang. The research method applied was descriptive analitical, the data collecting technique was through questionaires, interview, and library study, the data analysis techniques applied SWOT analysis, IFE Matrix, and EFE Matrix. On the basis research results, it can be concluded that the service strategy has been applied properly and become one of the streghts owned by Hotel Santika Semarang., whereas the facility strategy has not implemented optimally considering the lack of supporting facilities such as a wide paarking space. In additions, the suggestions can be given to Hotel Santika Semarang are conducting continuous marketing programs by increasing advertising and public relation activities and implementing the motto ”Sentuhan Indonesia” as the distinguishing service feature of Hotel Santika Semarang.