Proceedings of the 1st International Conference on Economics, Management, Accounting and Business, ICEMAB 2018, 8-9 October 2018, Medan, North Sumatra, Indonesia

Research Article

Implementation of SWOT Analysis in Determining Competitive Strategy On Catering and Conference Services in Hotels

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  • @INPROCEEDINGS{10.4108/eai.8-10-2018.2288666,
        author={Ari Tihar Marpaung and Aditya  Pratomo and Aries  Wicaksono},
        title={Implementation of SWOT Analysis in Determining Competitive Strategy On Catering and Conference Services in Hotels},
        proceedings={Proceedings of the 1st International Conference on Economics, Management, Accounting and Business, ICEMAB 2018, 8-9 October 2018, Medan, North Sumatra, Indonesia},
        publisher={EAI},
        proceedings_a={ICEMAB},
        year={2019},
        month={10},
        keywords={strategy swot analysis competitive strategy},
        doi={10.4108/eai.8-10-2018.2288666}
    }
    
  • Ari Tihar Marpaung
    Aditya Pratomo
    Aries Wicaksono
    Year: 2019
    Implementation of SWOT Analysis in Determining Competitive Strategy On Catering and Conference Services in Hotels
    ICEMAB
    EAI
    DOI: 10.4108/eai.8-10-2018.2288666
Ari Tihar Marpaung1,*, Aditya Pratomo2, Aries Wicaksono3
  • 1: Accounting Department, Faculty of Economic & Communication, Bina Nusantara University, Jakarta, Indonesia
  • 2: Hotel Management Department, Faculty of Economic & Communication, Bina Nusantara University, Jakarta, Indonesia
  • 3: Accounting Department, BINUS Online Learning, Bina Nusantara University, Jakarta, Indonesia
*Contact email: ari.tiharm@gmail.com

Abstract

The objectives of this research are To find out the internal conditions related to Strengths and Weaknesses and to find out the external conditions related to Opportunities and Threats to Catering and Conference Services, The Ritz-Carlton Jakarta, Pacific Place and to determine the competitive strategy of the SWOT analysis at the Catering and Conference Services, The Ritz-Carlton Jakarta, Pacific Place. The type of this research is descriptive research, while the time horizon that is applied is Cross Sectional Data. Data collection techniques used in this study are observations and interviews. Samples from this study were 18 respondents using purposive sampling. Based on the results of the research Implementation of SWOT Analysis in Determining Competitive Strategies, where divisions that enter cells I, II, and IV can be described as grow and build. Intensive strategies (market penetration, market development, and product development) or integrative strategies (backward integration, forward integration, and horizontal integration) can be the most suitable strategy for divisions within this cell.