Analisis Strategi Bisnis dalam Menghadapi Persaingan (Studi pada Siantar Hotel, Pematang Siantar)

Abstract

The competition of business markets in the field of services or products in Indonesia these day continue to increase. This is certainly impacting with positive competitive business competition in Indonesia. So, the company that wants to excel their products has to have more value to their products that makes the company different from other similarly companies. In order to get more value and attention from consumer; the company must first have good quality products and strategi in the business market. The strategy which will determine the survival process live of the company. Research was conducted on Siantar Hotel, Siantar. The phenomenon that occurs is up to 2012 this hotel is the only three-star hotel in Siantar. But now hotels in Siantar have began to multiply from non-star to four star hotels. This makes Siantar Hotel has many competitors, loss of market, and reduced income. This study aims to determine the strengths, weaknesses, opportunities, and threats to Siantar Hotel. And knowing what strategy can be made to the "Siantar Hotel" to be superior to its competitors. The analysis of method used is a descriptive method with a qualitative approach. As for the sample of interviews in which the owner and employees of the company as much as 5 people and consumers as many as 5 people. The data obtained is the result of observation, interview, and literature study. Research using SWOT analysis techniques to analize the results obtained are that Siantar Hotel Company is located in the first quadrant, this position indicates Siantar Hotel is a strong company and and has a good opportunity. The company is in good shape and is steady, so it is possible to perform a growth and achieve maximum progress