COMPANY STRATEGY IN DEVELOPMENT USING SWOT ANALYSIS IN

COMPANIES
VILLA BUKIT INDAH DODA HOTEL & RESORTS

1
Frits Gabriel Mowose,2 Dey Dayanti Thomas,3 Putry Wulan sari,4 Lisa Anggita,5 Tria Lestari Gintu,6
Maskuri Sutomo
ABSTRACT

In the competition for similar services, Villa Bukit Indah Doda Hotel & Resorts implements a
marketing strategy with the application of using swot analysis. If you have analyzed it, making a
strategy is easier, by means of policies that can support the smooth running of the business,
especially in making strategic decisions. The purpose of this swot analysis research is to find out
the right competitive strategy based on swot analysis (strenght, weakness, opportunity, threats)
applied to the company. the data collection method used by the author is interviews, in order to
obtain primary and secondary data with discussion analysis techniques using quantitative.

Keywords : swot analysis strategy management, beautiful villa company bukit doda hotel &
resort

• INTRODUCTION

Offering a pleasant family getaway in Palu, Villa Bukit Indah Doda Hotel & Resorts features an
infinity pool with a charming landscape of the hills and Palu city. Free WiFi is available in public
areas and all rooms. The spacious rooms at Bukit Indah Doda Hotel & Resorts are all air-
conditioned and boast beautiful views of the garden, hills, sea and Palu city, making it an
unforgettable stay. Each room is equipped with various in-room amenities such as a 32-inch TV,
wardrobe, complimentary bottled water, tea/coffee making facilities, hairdryer and slippers. The
bathroom comes with a shower and free toiletries. There is also a terrace area with comfortable
seating to enjoy the view. A selection of delectable local and international cuisines are available at
The Hills Cafe, which is open daily until night and offers a relaxed and cozy atmosphere while
enjoying the glittering cityscape of Palu at night. Bukit Indah Doda Hotel & Resorts also provides
room service for guests who wish to enjoy in-room dining. Guests planning to visit the famous
Matantimali paragliding site can travel 49 minutes by car from the hotel. Bukit Indah Doda Hotel
& Resorts is 26 minutes away from Mutiara SIS Al-Jufrie Airport. Airport shuttle service is
available at no extra charge for bookings of Superior, Deluxe Queen, Deluxe King, Family Room,
Junior Suite and Vido Suite room types.
In 2018 the Villa Bukit Indah Doda Hotel & Resorts company began construction but was stopped
in September, precisely on the 28th of 2018, due to environmental factors (earthquakes) which
caused the construction to be hampered.

However, a few months after the natural disaster, construction of Villa Bukit Indah Doda Hotel &
Resorts resumed, and in 2020, the hotel officially opened and recruited approximately 100
employees.

According to Nedelea & L.A. (2009), a SWOT analysis strategy was used in this study. To achieve
corporate goals and achieve sustainable success, strategy is a structure that includes important
elements such as entrepreneurship, competition, and functional. Yasar (2010) Strategy can be
defined as the long-term direction of a company that generates profits in resource management.

According to Rangkuti (2006), SWOT analysis is a systematic identification of various factors to

formulate company strategy, this analysis is based on logic that can maximize strengths and
opportunities, but can simultaneously minimize weaknesses and threats. This analysis is based on
the assumption that an effective strategy will maximize existing strengths and opportunities and
minimize weaknesses and threats. When applied accurately, this simple assumption has a huge
impact on the design of a successful strategy and the analysis of the business environment that
provides the information needed to identify opportunities and threats within the company.

According to Rangkuti (2008), the SWOT analysis matrix can be used to develop strategies in four
pillars, namely as follows: Strenge-opportunity strategy which is a strategy to maximize the
internal strengths of the company and to seize and take advantage of opportunities that exist outside
the company that can be used by the company to compete. The second is the weakness and
opportunity strategy which is a strategy to minimize the company's weaknesses by taking
advantage of opportunities in the market. Next is the strength-threat strategy, which is the
company's strategy in reducing or minimizing the impact of external threats by maximizing
existing strengths and finally the weakness - threat strategy, which is a strategy to survive by
reducing weaknesses and avoiding threats from outside / existing competitors.

• Research method

In this study, observation, interviews, and documentation were used to collect data. Sugiono, 2017,
qualitative research. Data collection is carried out in a natural environment (natural conditions).
The main data sources are observation, in-depth interviews, and documentation. Basically, the
usefulness of data (after being processed and analyzed) serves as an objective basis in the process
of making decisions or policies to solve decision-making problems (Situmorang, 2010). Actually,
the term commonly used in qualitative research methods, which usually consists of tables of
numbers, is taken from the use of the term "data". However, in qualitative research methods, data
are all information, both written and oral, even drawings or photographs, that help solve research
problems, as stated in the formulation of the problem or research focus. In the language of data
collection techniques for qualitative research will be divided into two learning activities, namely:
learning activity 1) about interview and observation techniques, learning activity 2) about
documentation and trialungation techniques (Suwendra, 2018). Qualitative research data is usually
in the form of text, photos, stories, images, artifacts, and not in the form of calculated numbers.
Data is collected when the direction and purpose of the research is clear and also when data
sources, namely informants or participants, have been identified, contacted and have obtained
approval for their desire to provide the information needed. So, qualitative research data is obtained
in various ways: interviews, observations, and documents. Obtaining data in various ways is called
triangulation. The reason for using triangulation is that no single data collection method is suitable
and can be absolutely perfect. In many qualitative studies, researchers generally use triangulation
techniques in the sense of using interviews and observations (Semiawan, 2010).

To obtain this data, researchers can use the Schedule Standardized Interview, Non-Schedule
Standardized Interview or Informal Interview. All three approaches can be conducted using the
following techniques: a) Before the interview begins, introduce yourself politely to create a good
relationship b) Show that the respondent has the impression that he/she is an "important" person
c) Obtain as much data as possible d) Do not direct the answer e) Repeat the question if necessary
f) Clarify the answer g) Record the interview (Chairi, 2009). Interviews are one of the techniques
that can be used to collect research data. In simple terms, it can be said that an interview is an event
or a process of interaction between the interviewer (interviewer) and the source of information or
the interviewee (interviewee) through direct communication (yusuf, 2014). The interview /
interview method is also the process of obtaining information for research purposes by means of
questions and answers while meeting face to face between the interviewer and the respondent /
interviewee, with or without using an interview guide. In this interview, it is usually carried out
individually or in the form of a group, so that oriented informatic data can be obtained.

Focused discussion-also known as focus group discussion-is the last method for data collection.
The purpose of this discussion is to prevent the researcher from making a wrong interpretation of
the problem by a group of people through discussion. Researchers often use the focus group
approach to explore various phenomena of people's lived experiences through the social interaction
of themselves in their groups (Brajtman 2005, Oluwatosin 2005, van Teijlingen & Pitchforth
2006).

The type of data used in this study is qualitative data. Qualitative data is data expressed in
the form of numbers, or with data presented in the form of words that contain meaning (Noor,
2014). Qualitative data in this study is in the form of data from interviews, field notes and official
documents. After that, the data is collected and then processed and explained according to the data.
The data used comes from two sources: primary data and secondary data. Primary data is data
collected directly from research subjects through interviews and observations (Situmorang &
Lutfi, 2012). In the case of this research, interviews and observations were conducted at Villa Bukit
Indah Doda Hotel & Resorts.

The data analysis method used in this research is descriptive with a qualitative approach.
The method used is to analyze the internal (strengths and weaknesses) and external (opportunities
and threats) environment of the company which is the basis for conducting SWOT analysis. SWOT
analysis is carried out through the IFE (Internal Factor Evaluation) matrix which will describe the
biggest strength factors and weaknesses of the company and the EFE (External Factor Evaluation)
matrix which will describe the opportunities and threats factors owned by the company and the IE
(Internal External) matrix which shows where the company is currently positioned.
 • Research objectives

The purpose of this research:

• To develop or improve strategies at the Villa Bukit Indah Doda Hotel & Resorts company
to reach customers.

• To find out what are the strengths, opportunities, threats and weaknesses using swot
analysis.

• Informant method

Leaders have specific characteristics, habits, temperament, disposition, and personality that
distinguish their behavior and style from others. His behavior and leadership style will inevitably
be influenced by his lifestyle. Influencing team members to change attitudes to match the leader's
goals and desires can be achieved by a leader who has creative spirit, aspirations, and morale.
However, the leader must be a role model for those he leads.

Directing and influencing group members to perform their tasks is known as leadership.
According to Sunarto (2005), leadership means involving other people, such as subordinates or
employees who are led. In other words, if the research no longer has the information needed (the
data has been considered sufficient), the researcher does not need to look for new information or
samples to conduct research.

In other words, while the number of samples or informants can be very small, it can also
be very large. Much depends on two things: (1) the selection of the information itself, and (2) the
diversity or complexity of the phenomenon being studied (the subject matter of the research). So
what is important in qualitative research is the completeness of information acquisition not the
number of samples or information. Therefore, there are three stages that are usually carried out in
selecting samples/informants, namely: (1) initial sample/informant selection, whether an
informant (to be interviewed) or a social situation (to be observed). (2) selection of further
samples/informants, in order to expand information and track any variations in information that
may exist, and (3) stopping the selection of further samples/informants if no new information has
emerged (Subadi, 2006).
 Key informants should be individuals who are willing to share ideas and knowledge with
the researcher and are often used by the researcher to ask questions. For this reason, researchers
should start data collection from key informants to gain a complete understanding of the observed
problem. Therefore, key informants must meet four criteria (Martha & Kresno, 2016): a. Must
actively participate in the group, organization, or culture under study, or have gone through the
enculturation stage. b. Must be involved in the culture under study "currently". It is very important
to emphasize "currently" so that key informants do not forget the problem to be researched and do
not have enough time. Key informants not only have the willingness to provide information, but
they can also provide information whenever needed. Informants should convey information in
their own (natural) language. Informants who use "analytic language" should be avoided because
the information they provide is no longer natural. In qualitative research, the researcher is fully
responsible for the selection of informants; Patton (2002) calls it purposeful sampling, which
selects informative cases (cases full of information) based on the researcher's strategy and
objectives; the number of cases selected depends on the objectives and resources of the research.

• Analysis Method

The data analysis method used in this research is descriptive with a qualitative approach.
In this study, SWOT (strengths, weaknesses, opportunities, and threats) data analysis was
conducted through internal (strengths and weaknesses) and external (opportunities and threats)
environmental analysis.

• Identifying Internal and External Factors using SWOT Analysis

• Internal Factors

Table 1. Internal Factor Identification Results

Strength • Villa Bukit Indah Doda Hotel & Resorts has a beautiful view
• has a strategic location because it is on a hill
(Strenght) • has excellent service & facilities
• Combines several villa resorts and playgrounds
• Has a unique interior design uniqueness
Weaknesses • Narrow and gravel access road
• High facility fees
(Weakness)
Primary data processed 2023
 An explanation of the internal factors of the marketing strategy of Villa Bukit Indah Doda
Hotel & Resorts through the SWOT approach as follows

• STRENGTH

• Villa bukiit indah doda hotel & resort has a beautiful view so that many visitors come from various
circles
• has a strategic location because it is on a hill so that it can see the atmosphere of the city of hammer
and beautiful housing housing.
• has very good services & facilities that make all visitors feel comfortable
• Combines several villa resorts and playgrounds that can provide entertainment for all visitors.
• Has a unique interior design that is unique so that it has a great advantage for Villa bukit indah doda
hotel & Resort
• WEAKNESSES
• Narrow and gravel access roads make it difficult for visitors to get around
• The high cost of the facility makes visitors think about coming but it does reduce the number of
visitors.

Table 2. Results of External Factor Identification

Opportunities • Increase tourists who come to visit
(Opportunities) • Improved hammer city economy
• changes in culinary consumer tastes resto concept view view
• The number of resort and villa businesses in Palu city
Threats • Competition for resorts & villa development is increasingly
entering the city of Palu
• Climate change
• increase in cost of goods manufactured (supplier)

An explanation of the external factors of the marketing strategy of Villa Bukit Indah Doda
Hotel & Resorts through the SWOT approach as follows
• OPPORTUNITIES
 • Because the place of Villa bukit indah doda hotel & Resort has a view that increases tourists who
come to visit to enjoy the scenery around
• The increase in tourists causes the economy in Palu City to increase
• Due to the culinary tastes of consumers, the concept of a restaurant with a view of the scenery so
that many opportunities open with the same concept.
• So that the creation of Resort and Villa Business Opportunities in Palu City
• THREAT

• Competition for the development of resorts & villas is increasingly entering the city of Palu
so that it must always innovate.

• Climate Change could be a lack of attraction

Table 3. Internal Strategy Matrix

INTERNAL FACTORS (STRENGTHS & WEAKNESSES)

No. STRENGTHS BOBOT RATING VALUE

Villa Bukit Indah Doda Hotel & Resorts has a
1 beautiful view 0.15 5 0.75
2 has a strategic location because it is on a hill 0.1 4 0.4
3 has excellent service & facilities 0.15 4 0.6
4 Combines several villa resorts and playgrounds 0.15 5 0.75
5 Has a unique interior design uniqueness 0.15 4 0.6
TOTAL 0.7 3.1
No. WEAKNESSES BOBOT RATING VALUE
1 Narrow and gravel access road 0.15 1 0.15
2 High facility fees 0.15 2 0.3
TOTAL 0.3 0.45
TOTAL STRENGTHS AND WEAKNESSES 1.00 2.65
Source: Primary Data Processed, 2023.

Table 3 shows that the internal strategy matrix that produces the highest value on the
strength factor is Villa Bukit Indah Doda Hotel & Resorts has a beautiful view by producing a value of
0.75. While the lowest value in the strength factor is having a strategic location because it is in the hills
with the lowest strength value of 0.1.
However, for weakness factors, facility costs have the highest score of 0.3, and the
weakness factor with the lowest score of 0.15 is narrow and gravel access roads. Overall, the
internal strategy matrix has a value of 3.55. This shows that Villa Bukit Indah Doda Hotel &
Resorts Palu can minimize weaknesses with its strengths.
 Table 4. External strategy matrix

EXTERNAL FACTORS (OPPORTUNITIES & THREATS)

No. OPPORTUNITIES BOBOT RATING VALUE

1 Attracting tourists who come to visit 0.17 5 0.85
2 Improved hammer city economy 0.17 4 0.68
changes in culinary consumer tastes resto concept
3 view view 0.17 5 0.85
The number of resort and villa businesses in Palu
4 city 0.17 4 0.68
TOTAL 0.68 18 3.06
No. THREATS. BOBOT RATING VALUE
Competition for resorts & villas development is
1 increasingly entering Palu City 0.05 1 0.05
2 Climate change 0.10 2 0.20
3 increase in cost of goods manufactured (supplier) 0.17 1 0.17
TOTAL 0.32 4 0.42
TOTAL OPPORTUNITIES AND THREATS 1.00 2,64
Source: Primary Data Processed, 2023

In Table 4, it can be seen that the external strategy matrix that produces the highest value
in the opportunity factor is Captivating tourists who come to visit and changes in culinary
consumer tastes in the concept of resto view scenery by producing the same highest value of 0.85.
The lowest value in the opportunity factor is the increasing economy of Palu City and the number
of resorts and villas in Palu City with the same value of 0.68.
While the threat factor of Climate Change has the highest value of 0.20, and the threat
factor of competition from the development of resorts and villas increasingly entering Palu city
has the lowest value of 0.05,

In this case, Villa Bukit Indah Doda Hotel & Resorts Palu should increase responses to
opportunities and reduce threats.

POSITION MATRICKS
The following is the total score of the internal and external factor matrix
 • Internal Analysis Coordinates

Strength - Weakness = 3.1 - 0.45 = 2.65

• External analysis coordinates

Opportunities - Threat = 3.06 - 0.42= 2.64

Therefore, the coordinate point (x, y) is at 2.65 - 2.64.
In the swot analysis position matrix, its internal coordinate point is 2.65, and its external coordinate
point is 2.64. At this point, it shows an aggressive strategy. It is said that aggressive strategies
require further development and have the strengths and opportunities to maximize these
opportunities. They also implement strategies that support aggressive policies.

CONCLUSIONS

Based on the results of the analysis of the research that has been done, the conclusions in
this research are as follows:
Villa Bukit Indah Doda Hotel & Resorts is a resort located in Palu, Indonesia, offering a range of
services including an infinity pool, WiFi and various facilities. The hotel also provides a restaurant
with a terrace for guests to enjoy the ocean view.
 This hotel management strategy uses SWOT analysis to identify strengths, weaknesses,
opportunities, and threats within the company. SWOT analysis is based on logic that can measure
strengths and opportunities, while simultaneously minimizing weaknesses and threats.

This research uses the SWOT analysis method to identify strengths, weaknesses, opportunities,
and threats within the company. The strength-threat strategy focuses on reducing the company's
internal resources and minimizing its external resources. The weakness-opportunity strategy aims
to minimize the company's external resources and minimize its external resources.

This study also uses the SWOT analysis method to analyze the company's financial performance.
The results show that the company has a strong financial position, with a high level of profitability
and a strong balance between profitability and financial stability.

The study concludes that Villa Bukit Indah Doda Hotel & Resorts has successfully implemented
SWOT analysis strategies, demonstrating its ability to achieve long-term success and maintain its
competitive advantage in the market.

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