EXAMINING INTERNAL AND EXTERNAL FACTOR ANALYSIS ON HOTEL PERFORMANCE

Abstract

Internal and External Factors Analysis is a management tool that can be applied in the formulation of business strategy by knowing the strengths, weaknesses, opportunities and threats from internal and external factors in business operations. The development of the hospitality business continues to progress and also experienced a very tide competition. Performance of a hotel can be seen based on the performance of room occupancy rate and income level. The high level of competition in South Jakarta Area, requires internal and external analysis of the company and the implementation of appropriate strategies in order to continue to be consistent leaders in the level of competition. The study was conducted by descriptive analysis. Data obtained by : field observation, interview, questioner, literature review. This study aims to: (1) know and analyze internal and external factors in the competition (2) formulate the right business strategy to win the competition. The research results suggest that the Management should expand the segmentation strategy to Goverment and MICE market by offering attractive meeting packages as well as increasing the negotiation ability for Sales Managers to be more professional. The strategy can be used as input for managers in hotel operations to be better.