ANALISIS POSITIONING HOTEL SRI INDRAYANI PEKANBARU POSITIONING ANALYSES OF SRI INDRAYANI HOTEL PEKANBARU

Abstract

This study aims to get a good understanding of Positioning in Marketing, especially in Hospitality industry. It is said that Positioning is a way to design an offer and the image of a company so that customers will get a better understanding of the products or the services that it provides. It is also used to make a company and it’s services distinctive from the competitors. This research is conducted to find out the Positioning of Sri Indrayani hotel that the board of management intends to create and to figure out the error point if there is one. Along with the customers’ responds about the Positioning of the hotel. More over to find out the conformity between the customers’ responses and the Positioning that the management intends to achieve. Research method of this study is a single tabulation based on data obtained from the respondents. This research uses the concept (Kotler, 1992), saying that there are at least three steps in conducting Positioning; to recognize strengths in a product; to select the most recognized strength of a product; and to present it effectively to a target market. Based on the previous explanation of the result deliberated, the author concluded that the conformity between the Positioning of the hotel and the customers’ responds only at the rate of 51%. It shows that the management needs to alter it’s strategy in Positioning to get a better responds and selling in the future.