FORMULATION OF BUSINESS STRATEGY USING SWOT METHOD AND QUANTITATIVE STRATEGIC PLANNING MATRIX (QSPM): (CASE STUDY SURYA BOUTIQUE HOTEL SEMARANG)

Abstract

<span>This research is a qualitative descriptive study that aims to formulate a business<span> strategy at Surya Boutique Hotel Semarang by collecting data through observation, interviews,<span> and questionnaires. Data analysis was carried out using IFE, EFE, CPM, SWOT, and QSPM<span> which showed the results of an IFE weighted score is 2,644, an EFE weighted score is 3,258,<span> and a CPM score is 3,023 which means the company is in a strong enough position in<span> controlling the strengths and weaknesses to face opportunities and threats. Based on the SWOT<span> analysis, integration, intensive, and diversification strategies were developed into 8 alternative<span> strategies for the company. The most suitable strategy based on QSPM is to rearrange the<span> number of room availability based on customer interest with a TAS value of 6,968. This strategy<span> is in line with the current condition of the hotel, which is experiencing a limited number of<span> rooms in the type that consumers are most interested in.<br /><br class="Apple-interchange-newline" /></span></span></span></span></span></span></span></span></span></span></span>