MARKETING STRATEGIES TO INCREASE COMPETITIVE POWER: EMPIRICAL RESEARCH ON HOTELS INTEGRATED WITH A MALL IN JAKARTA

Abstract

This research aims to examine the strategies used to increase the competitive power of hotels integrated with a mall. The object of the research includes some four star hotels that are integrated with a mall in Jakarta. The participants were general managers, directors of sales and marketing, and public relations managers. The data analysis employed IFE, EFE, SWOT, IE and QSPM to determine strategic formulation. The results from QSPM show that market penetration strategies have a greater appeal to the companies than market development and product development. This implies that the hotels integrated with a mall need to increase their competitive power through applying promotional strategies such as advertising in print and electronic media, and cooperation with third parties who have a role as influencers such as travel blogger, food bloggers, or public figures to promote the hotel.