Implementation of SWOT Analysis in Determining Competitive Strategy On Catering and Conference Services in Hotels

Abstract

The objectives of this research are To find out the internal conditions related to Strengths and Weaknesses and to find out the external conditions related to Opportunities and Threats to Catering and Conference Services, The Ritz-Carlton Jakarta, Pacific Place and to determine the competitive strategy of the SWOT analysis at the Catering and Conference Services, The Ritz-Carlton Jakarta, Pacific Place. The type of this research is descriptive research, while the time horizon that is applied is Cross Sectional Data. Data collection techniques used in this study are observations and interviews. Samples from this study were 18 respondents using purposive sampling. Based on the results of the research Implementation of SWOT Analysis in Determining Competitive Strategies, where divisions that enter cells I, II, and IV can be described as grow and build. Intensive strategies (market penetration, market development, and product development) or integrative strategies (backward integration, forward integration, and horizontal integration) can be the most suitable strategy for divisions within this cell.