EVALUASI STRATEGI BISNIS PUTRI DUYUNG ANCOL Transformasi Resort Hotel Menjadi Resort Bisnis

Abstract

The purpose of this study was to evaluate the business strategy of Putri Duyung Ancol, by performing an analysis of strengths, weaknesses, threats, and opportunities of Putri Duyung Ancol. This research is also evaluate the business resort strategy that currently exist and seek alternative strategies to boost the performance of Putri Duyung Ancol. The method that is used are the analysis of various external and internal factor. The external environment analysis includes analysis of industry characteristics, five forces, driving forces, strategic group map, and key success factors to determine the opportunities and threats that will arise in the middle class hotels industry in Jakarta. The internal environment analysis includes analysis of Putri Duyung Ancol,s marketing, finance, human resources, and operations to determine it�s strengths and weaknesses. Both of those analysis above will be conducted to a SWOT analysis as a basis for determining the best strategies that can be taken by the Putri Duyung Ancol. After the analysis is done, it can be concluded that Putri Duyung Ancol�s strategy to evolve toward the resort business is right, but cost saving to reduce operating costs by reducing the facility that�s provided to travellers is not quite right, because it will make downgrade to Putri Duyung Ancol �s class. With potential that exists at Putri Duyung Ancol, it can change into exclusively business class resort, with the new new strategies. Keywords: Hotel Industry, External Environment Analysis, Internal Environment Analysis, SWOT Analysi