TA DIGITAL
Strategi Patra Jasa Semarang Convention Hotel dalam Menghadapi Persaingan Mice di Semarang
The rapid development of MICE industry makes many hotels in Indonesia especially in Semarang offer complete and various MICE facilities. It causes the competition among hotels in Semarang. Thus, Patra Jasa Semarang Convention Hotel makes some strategies in order to face their competitors. This research is aimed to know the strategies applied by Patra Jasa Semarang Convention Hotel in facing the MICE competition in Semarang.
This research is qualitative research with descriptive writing method. This research explains about strategies applied by Patra Jasa Semarang Convention Hotel in facing the MICE competition in Semarang. The data are obtained through observation, interview and literature review.
The result of the research is that Patra Jasa Semarang Convention Hotel targets MICE market segmentation as their main market because it is a potential market and bringing multiple effects to all divisions in the hotel, then the strategies of Patra Jasa Semarang Convention Hotel which has been analyzed by using SWOT matrix include strengths, weaknesses, opportunities, and threats.
The conclusion of the research is that Patra Jasa Semarang Convention Hotel have applied appropriate strategies to face the competitors in Semarang. This is due to the strategy analyzed by the SWOT matrix is appropriate to be applied in facing the MICE competition in Semarang.
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