Articles

Business Strategy for Atlantic City Hotel Facing Covid-19 Pandemic

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As the supporting industry of the economic sector, the tourism industry has been impacted deeply by the Covid-19 pandemic. The social activities restrictions in the early pandemic, from March to June 2020, became the biggest disaster for the tourism industry, especially the hospitality industry. Atlantic City Hotel is one of the hotels that survived this pandemic even though some financial restrictions have done caused by the decreasing income impact of the low occupancy rate. In this research, two kinds of data are used to obtain the information: primary and secondary data, then analysed using the PESTEL framework, Porter’s Five Forces framework, and Perceptual Mapping framework to understand the external condition.

On the other hand, the Resources-based view framework, Value Chain Analysis, and reviewing existing business model canvas are used for internal conditions. Using some methods such as SWOT analysis, TOWS matrix, Porter’s Generic Strategy, Diamond Strategy, and adjusted Business Model Canvas will consequence business solution for Atlantic City Hotel facing the Covid-19 pandemic such as Hotels can pursue differentiating and cost leadership strategies at the same time. In addition, hotels can also make improvements in technology and its use for innovation activities. Technology is also used as a marketing tool, covering the lack of hotel facilities, and preventing the spread of the COVID-19 virus.

Proposed Business Strategy for IndiHome Case Study: PT Telkom Indonesia Tbk

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IndiHome is a home internet service consisting of landlines phone, internet and TV which was officially launched in 2015 by PT Telkom Indonesia. As one of the programs from Telkom’s main project, IndiHome has shown rapid growth since it was just launched. According to the annual report, IndiHome is the market leader of fixed broadband services, holding 82.3% market share in 2020. However, it is shown that there is a significant decline of IndiHome’s market share of 4.2% compared to the previous year. To analyze the research, both qualitative and quantitative methodology is used with primary data gathered from internal interviews, questionnaire and netnography. The result indicates that to increase market share growth, a customer improvement strategy is needed which is carried out by improving the quality of services that can improve IndiHome’s image in the customer’s mind. The new bundling strategy and good synergy between Telkom and government could make Telkom able to develop and provide services in all regions in Indonesia. Market research to map potential customers based on data usage on cellular phones can also be conducted. Telkom can also carry out internal development in the form of gap analysis between the growth of market trends and Telkom’s capabilities. By doing this, Telkom can continue to keep informed with developments that occur and stay agile with all changes.

Proposed Business Strategy for PT Futura Land (Real Estate Developer) to Compete and Grow Successfully in the Future

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