competitive marketing strategies of selected hotels power point

7/25/2019 Competitive Marketing Strategies of Selected Hotels power point

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COMPETITIVE MARKETINGSTRATEGIES OF SELECTEDHOTELS: AN EXPLORATORY

STUDYD.J. Petzer T.F.J. Ste!" # P.G. M$%tert


2/15

PENDAHULUAN

F&'t&"!&: ()* &"+'&t&" 'er,& - "e+&r& /&,0 1er&-& 2&-& %e't$r

3M4C$55 C&55&+6&" # P&5/er 788(: 9;.

Se't$r ,&%& /e"!0/1&"+ "e+&r& /&,0 -&" ?="e+er& 1er'e/1&"+

2er6$te5&" te5&6 t0/106 @e"$/e"&5 %e,&' t&60" =))7 Ke+&t&" 2&r%&t& - A@r'& Se5&t&" /e"!0/1&"+ %e't

ter6&-&2 PD> 3D'e" =))7: ?78;

D&2&t ter,&-"!& 2e"0r0"&" t"+'&t 2e5&"++&" -&5&/ 2&'$/2ett@


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METODOLOGI PENELITIAN


4/15

STRATEGI PEMASARAN KOMPETIT


5/15

KEUNGGULAN KOMPETITIF DAN KEUNGGKOMPETITIF YANG BERKELANJUTAN


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POSITIONING

Specifc product or serice !ttri"utes Be#efts or #eeds

Us!$e occ!sio#s

User c!te$ories

Positio#i#$ "% co&petitor

Positio#i#$ "% product c'!ss

Positio#i#$ "% price !#d (u!'it%

Positio#i#$ "% cu'tur!' or #!tio#!' s%&"o's


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SER)I*E LIFE *Y*LE


8/15

MANAJEMEN PERMINTAANPELANGGAN

D!i'% !ri!tio#+

,ee-'% !ri!tio#+

Se!so#!' !ri!tio#+

*%c'ic!' !ri!tio#+

U#predict!"'e !ri!tio#+


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MANAJEMEN KAPASITAS LAYANAN

Pe"!e%0&&" 0"t0' /e/&'%/&5'&"te/2&t

Me"+0r&"+ 1e1&" 0"t0'/e"!e/1&"+'&" -e"+&" 2er/"t&&"

Me"!&2'&" &'t0 e'%tr&

Me/10&t 2e5&!&"&" Be'%1e5


10/15

PROFIL SAMPEL

P$205&% 6$te5 - G&0te"+ &-&5&6 7(= -&" %&/2e5 -&6$te5 ter256

7(* 6$te5 1e%&r ?7* 6$te5 /e"e"+&6 7* 6$te5 'e


11/15


12/15

HIPOTESIS HASIL


13/15

HIPOTESIS HASIL

Ukuran Hotel dan StrategiPemasaran Kompetitif

>er2e"+&r06 Se/&'" 1e%&r %e10&6 6$te5 -&"++&2 %2e"t"+ %tr&te+ 2e/&%&r&" !&"+ '$/2ett@ "

Tipe kepemilikan Hotel danstrategipemasarankompetitif

T-&' 1er2e"+&r06 1&' 6$te5 /5' 2r1&- &t&0 'e5$//er&%&'&" 1&6& %tr&te+ 2e/&%&r&" /er02&'&" 6&5

Ukuran Hotel danManaemen Permintaan U'0r&" 6$te5 t-&' ter'&t -e"+&" 2e"t"+"!& /e"+e5$0"t0' 2r$-0' -&" ,&%& -&5&/ 02&!& 0"t0' /e"+01&6 2

Tipe Kepemilikan Hotel danManaemen Permintaan

'e2e/5'&" 6$te5 t-&' ter'&t -e"+&" 2e"t"+"!& /e"t&/0 0"t0' 2r$-0' -&" ,&%& -&5&/ 02&!& 0"t0' /e"+0

Ukuran Hotel danManaemen Pena!aran

T-&' %+"'&" 0'0r&" 6$te5 1er2e"+&r06 2&-& 'e/&//e5&'0'&" 2e"&&r&" 5&!&"&"

Tipe Kepemilikan Hotel danManaemen Pena!aran

&-& 6010"+&" !&"+ %+"'&" 3'e'0&t&" /e-0/; &"t&

/e/1er'&" 'e/&/20&""!& -&5&/ /e"!e-&'&" 2r$--&5&/ /e"&"++&2 2er/"t&&" t&/0.

Ukuran Hotel danMemaksimalkanPendapatan

0'0r&" 6$te5 t-&' ter'&t -e"+&" 2e"t"+"!& /e/&'%/e5&50 /e/&"205&% t&r@ '&/&r -&5&/ /e"&"++&2 2-6&r&2'&"

Tipe Kepemilikan Hotel danMemaksimalkanPendapatan

Ke2e/5'&" 6$te5 t-&' ter'&t -e"+&" 2e"t"+"!& /e/2e"-&2&t&" /e5&50 /e/&"205&% t&r@ '&/&r -&5&/ /2er/"t&&" !&"+ -6&r&2'&"


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IMPLIKASI MANAJERIAL

Dte/0'&" 1&6& - %e50r06 '$/25e/e" %tr&te+2e/&%&r&" '$/2ett@ !&"+ -&"++&2 2e"t"+ -&5&/ 02%e10&6 6$te5 0"t0' /e",&- '$/2ett@. I/25'&% -&r t

" &-&5&6 1&6& 6$te5 - G&0te"+ 6&r0% /e"+e/1&"+2$%t$""+ -&" 5&!&"&" re2$%% 2e"&&r&" /ere'& &+'$/2ett@ %ert& /e"+e5$5& 2e"&&r&" 5&!&"&" /ere'%e4&r& 2r$&'t@ %e2&",&"+ %'50% 1%"% /ere'&.


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TERIMAKASIH

competitive marketing strategies of selected hotels power point

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