Analysis of Strengths and Weaknesses

Oct 13, 2025 by leolavanderia.com.br 69 views

Introduction

The hospitality industry in Indonesia has experienced significant growth in recent years, driven by the country's increasing economic development. This growth has led to a surge in competition in various fields, including the hotel industry. In this competitive environment, companies that want to stand out from the crowd need to have a unique advantage that sets them apart from their competitors. To achieve this, companies must formulate the right business strategy, which will ultimately determine their sustainability and success in the market.

Background of the Study

Siantar Hotel, located in Pematang Siantar, is a three-star hotel that has been in operation since 2012. Until then, it was the only three-star hotel in the area. However, with the increasing number of hotels, ranging from non-star hotels to four-star hotels, Siantar Hotel now faces many competitors. This situation has caused the hotel to lose market share and experience decreased income. This study aims to analyze the strengths, weaknesses, opportunities, and threats (SWOT) faced by Siantar Hotel, with the hope of finding an effective strategy to make the hotel superior to its competitors.

Methodology

The research method used in this study is descriptive with a qualitative approach. The interview sample consists of the owner and six employees and five consumers. The data obtained include observations, interviews, and literature studies. This approach allows for a deep understanding of the company's internal and external conditions, which is essential for formulating an effective business strategy.

Analysis of Strengths and Weaknesses

In the context of strength, Siantar Hotel has several points that can be used to compete. First, the reputation that has been built for years as the only three-star hotel is a significant advantage. Second, adequate facilities and quality services from experienced employees can be an added value for customers. However, weaknesses, such as limited promotions and digital marketing, need to be improved in order to reach a wider audience.

Reputation and Facilities

Siantar Hotel's reputation as the only three-star hotel in the area is a significant strength. This reputation has been built over the years and has earned the trust of customers. The hotel's facilities, including its rooms, restaurants, and amenities, are also of high quality. The hotel's experienced employees provide excellent service, which is essential for creating a positive customer experience.

Weaknesses in Promotions and Digital Marketing

However, Siantar Hotel's limited promotions and digital marketing are significant weaknesses. In today's digital age, having a strong online presence is essential for reaching a wider audience. The hotel's lack of digital marketing efforts means that it is missing out on potential customers who are searching for hotels online. Additionally, the hotel's limited promotions mean that it is not effectively communicating its value proposition to customers.

Opportunities and Threats

In terms of opportunities, the increasing number of tourists and visits to Pematang Siantar opens the potential of new markets for Siantar Hotel. The existence of tourism trends that develop in the community is also an opportunity to attract more guests. However, on the other hand, threats from more aggressive and more innovative competitors also need to be watched out for. New hotels that offer more competitive prices and better facilities are a serious challenge for Siantar Hotel.

Increasing Number of Tourists

The increasing number of tourists and visits to Pematang Siantar is a significant opportunity for Siantar Hotel. This growth in tourism means that there are more potential customers for the hotel. The hotel can capitalize on this opportunity by offering competitive prices and packages that appeal to tourists.

Threats from Competitors

However, the hotel also faces threats from more aggressive and more innovative competitors. New hotels that offer more competitive prices and better facilities are a serious challenge for Siantar Hotel. The hotel needs to be proactive in responding to these threats and finding ways to differentiate itself from its competitors.

Strategy that can be applied

To overcome challenges and take advantage of existing opportunities, Siantar Hotel needs to implement several strategies. First, improve the quality of service and customer experience to create loyalty. Second, strengthen digital marketing and use social media to reach more potential consumers. Finally, collaborating with travel agents and online booking platforms to increase hotel visibility and accessibility.

Improving Service Quality

Improving the quality of service and customer experience is essential for creating loyalty. The hotel can achieve this by training its employees to provide excellent service and by investing in customer relationship management (CRM) software to better understand customer needs and preferences.

Strengthening Digital Marketing

Strengthening digital marketing and using social media to reach more potential consumers is also essential. The hotel can achieve this by creating a strong online presence, including a website and social media profiles. The hotel can also use digital marketing tools, such as email marketing and search engine optimization (SEO), to reach more customers.

Collaborating with Travel Agents and Online Booking Platforms

Collaborating with travel agents and online booking platforms is also essential for increasing hotel visibility and accessibility. The hotel can achieve this by partnering with travel agents and online booking platforms to offer packages and promotions that appeal to customers.

Conclusion

In conclusion, Siantar Hotel faces significant challenges in the competitive hospitality industry in Pematang Siantar. However, with the right business strategy, the hotel can overcome these challenges and achieve success. The hotel needs to improve the quality of service and customer experience, strengthen digital marketing, and collaborate with travel agents and online booking platforms to increase hotel visibility and accessibility. By implementing these strategies, Siantar Hotel can survive and develop in this competitive industry.

Recommendations

Based on the findings of this study, the following recommendations are made:

Siantar Hotel should improve the quality of service and customer experience to create loyalty.
Siantar Hotel should strengthen digital marketing and use social media to reach more potential consumers.
Siantar Hotel should collaborate with travel agents and online booking platforms to increase hotel visibility and accessibility.
Siantar Hotel should invest in customer relationship management (CRM) software to better understand customer needs and preferences.
Siantar Hotel should create a strong online presence, including a website and social media profiles.

By implementing these recommendations, Siantar Hotel can overcome the challenges it faces in the competitive hospitality industry in Pematang Siantar and achieve success.

Introduction

In our previous article, we discussed the analysis of business strategies in facing competition, with a focus on Siantar Hotel, Pematang Siantar. In this article, we will answer some frequently asked questions (FAQs) related to the study.

Q: What is the main objective of the study?

A: The main objective of the study is to analyze the strengths, weaknesses, opportunities, and threats (SWOT) faced by Siantar Hotel, with the hope of finding an effective strategy to make the hotel superior to its competitors.

Q: What are the key findings of the study?

A: The key findings of the study include:

Siantar Hotel has several strengths, including its reputation as the only three-star hotel in the area, adequate facilities, and quality services from experienced employees.
The hotel has several weaknesses, including limited promotions and digital marketing.
The hotel faces opportunities, including the increasing number of tourists and visits to Pematang Siantar, and threats, including more aggressive and more innovative competitors.

Q: What are the recommendations of the study?

A: The recommendations of the study include:

Improving the quality of service and customer experience to create loyalty.
Strengthening digital marketing and using social media to reach more potential consumers.
Collaborating with travel agents and online booking platforms to increase hotel visibility and accessibility.
Investing in customer relationship management (CRM) software to better understand customer needs and preferences.
Creating a strong online presence, including a website and social media profiles.

Q: How can Siantar Hotel improve its digital marketing efforts?

A: Siantar Hotel can improve its digital marketing efforts by:

Creating a strong online presence, including a website and social media profiles.
Using digital marketing tools, such as email marketing and search engine optimization (SEO), to reach more customers.
Engaging with customers on social media to build brand awareness and loyalty.
Using data analytics to track the effectiveness of digital marketing efforts and make data-driven decisions.

Q: How can Siantar Hotel collaborate with travel agents and online booking platforms?

A: Siantar Hotel can collaborate with travel agents and online booking platforms by:

Partnering with travel agents to offer packages and promotions that appeal to customers.
Integrating with online booking platforms to increase hotel visibility and accessibility.
Providing travel agents and online booking platforms with real-time availability and pricing information.
Offering exclusive discounts and promotions to customers who book through travel agents and online booking platforms.

Q: What are the benefits of improving customer relationship management (CRM) software?

A: The benefits of improving customer relationship management (CRM) software include:

Better understanding of customer needs and preferences.
Improved customer service and loyalty.
Increased sales and revenue.
Improved data analytics and decision-making.

Q: How can Siantar Hotel create a strong online presence?

A: Siantar Hotel can create a strong online presence by:

Creating a website that is easy to navigate and provides relevant information to customers.
Engaging with customers on social media to build brand awareness and loyalty.
Using search engine optimization (SEO) to improve search engine rankings and increase visibility.
Providing regular updates and promotions to customers through email marketing.

Conclusion

In conclusion, the study on Siantar Hotel, Pematang Siantar, provides valuable insights into the strengths, weaknesses, opportunities, and threats faced by the hotel. By implementing the recommendations of the study, Siantar Hotel can improve its business strategies and become a more competitive player in the hospitality industry.