Implementation of differentiation strategy to improve competitiveness in the hospitality industry: a case study of the atria paramount serpong hotel (the atria)
Due to the rapid growth of the hospitality industry there is a need to implement a strong strategy to improve competitiveness among competitors. This study is aimed to improve competitiveness level of The Atria in hospitality industry and also to identify SWOT in The Atria. A descriptive study has been done by using primary and secondary data. The parameters identify in this study were measuring competitiveness level by Five Forces Porter and market share, and also SWOT analysis and diagrams. From this study, the factor could drive the competitiveness were customer satisfaction and service quality and also strategic decision. Based on the Five Forces Porter and the market share, the competitiveness level among the competitors was high and the main alternative strategy was market penetration from aggressive strategy.
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