Abstract
Alindo Dewata Tours Bali as an inbound tours companydeals with the competitors by applying competitive strategy.Nevertheless the competitive strategy applied is not maximumyet. It is apparently seen at the average growth of touristsnumber handled since 2004-2013 by the company only 5,97 %.Therefore, this study has the objective to know what internalexternal factors that give influences and competitive strategy tobe applied in the company. This research using analysis toolsof Internal Factor Evaluation (IFE) matrix, External FactorEvaluation (EFE) matrix for general strategy, Internal External(IE) matrix, Strength Weakness Opportunity Threat (SWOT)matrix for alternative strategy and Quantitative StrategicPlanning Matrix (QSPM) for priority strategy. The result of IFEmatrix indicates bundle pricing policy as the prime strengthand the application of the management information system notmaximum as the prime weakness. EFE matrix indicates qualitystrategy contributes the service as prime opportunity and thedependency on the foreign travel agencies as prime threat.Based on IE matrix, the company’s position is at five (V) levelfor resistance and endurance strategy. SWOT matrix indicateseight competitive strategic alternatives. Suggested first priorityby QSPM is to develop market segment, both overseas anddomestic market.
Highlights
Alindo Dewata Tours Bali as an inbound tours company deals with the competitors by applying competitive strategy
This study has the objective to know what internal external factors that give influences and competitive strategy to be applied in the company
External Factor Evaluation (EFE) matrix indicates quality strategy contributes the service as prime opportunity and the dependency on the foreign travel agencies as prime threat
Summary
Berdasarkan latar belakang masalah yang sudah diuraikan, maka rumusan masalah yang diajukan dalam penelitian ini, yaitu faktorfaktor lingkungan internal dan eksternal serta strategi bersaing pada Biro Perjalanan Wisata Alindo Dewata Tours. Identifikasti SWOT terhadap faktor kekuatan Faktor-faktor yang menjadi kekuatan perusahaan, adalah: pembagian kerja jelas sesuai dengan struktur organisasi, rekrutmen sesuai tingkat pendidikan dan kemampuan, perusahaan mempekerjakan dua orang ekspatriat dari Perancis, paket wisata bervariasi sesuai kemampuan wisatawan, pemasaran dilakukan secara offline dan online, penyusunan harga berdasarkan bundle pricing policy, kerja sama dengan komponenkomponen pariwisata, kondisi keuangan perusahaan cukup baik, penyebaran kuesioner sebagai bahan evaluasi, penggunaan data base sebagai pusat informasi.
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