Formulation of Business Strategy and Implication on Marketing Strategy in Janji Laut Resort Manado
Yuke Luviana and Dr.Dedi Sulistiyo,ST.,M.T
Universitas Komputer Indonesia, Jl. Dipati Ukur No.112-116, Lebakgede, Kec. Coblong, Kota Bandung, Jawa Barat 40132
Magister Management Faculty
Abstract
The tourism sector is one of the largest sources of income for the country. This is not apart from the support of the hospitality industry that becomes supporting means to meet the needs of tourists. Janji Laut Resort Manado is a three-star resort that provides services in the form of lodging with adequate facilities that have the potential to continue to thrive. Nevertheless, there is an increase in the number of tourists who come to Manado city is not balanced with the number of guests staying in the Janji Laut Resort Manado. This suggests that the company needs to review the strategies used in dealing with a constantly changing business environment, especially internal and external factors within a company, and the need to conduct analysis of factors that become the source of the strengths, weaknesses, opportunities and threats faced by the company so that it can be formulated the right strategy to be used in achieving the objectives of the company. The study uses descriptive design with data analysis techniques using internal-external matrices which are analytical tools to determine the companys strategy and position. The research aims to determine which variables are the sources of strengths, weaknesses, opportunities, and threats, as well as to find out their business position on the IE matrix.
Keywords: Internal and External Environment, Internal External Matrix, Business Strategy
Topic: Management