FOREWORDS

By giving thanks to God Almighty because of his permission and gift, I

was able to complete this paper about promotion mix of Hotel Santika Bandung.
This paper is given by our lecturer Bapak Ananta Budi Danurdara as one
of the task that have to be done by group that has been choosen. This paper will
never be done without given helps from our beloved lecturer itself, Kak Melissa
ad Sales Marketing Hotel Santika Bandung, and our friends that helped us
through this.
We realize that this industrial work practice still has many shortcomings,
but thus we made all of these shortcomings a high level of struggle so that we
can carry out and complete tasks as we should.
This Paper about promotion mix of Hotel Santika Bandung cannot be
resolved without the assistance of other parties, either directly or indirectly,
therefore the authors would like to thank those who have helped to complete this
paper.

Bandung, 2019
 TABLE OF CONTENT

FOREWORDS.......................................................................................................i
TABLE OF CONTENT..........................................................................................ii
CHAPTER I.......................................................................................................... 1
INTRODUCTION..................................................................................................1
A. Background................................................................................................1
B. Problem Formulation..................................................................................4
C. Purposes....................................................................................................4
CHAPTER II......................................................................................................... 5
THEORITICAL BASIS...........................................................................................5
C. MARKETING MIX......................................................................................5
B. PROMOTION MIX......................................................................................7
C. SWOT......................................................................................................15
1. Interpretation of SWOT analysis...........................................................15
2. The Elements of SWOT Analysis..........................................................16
3. Benefits of SWOT Analysis...................................................................17
D. HOTEL.....................................................................................................17
1. Hotel Profile..........................................................................................18
a. Hotel History....................................................................................18
b. Company Vision..............................................................................19
c. The Philosophy................................................................................19
d. The Brand......................................................................................20
e. Loyalty Program.............................................................................20
f. Santika Indonesia Hotels & Resorts................................................21
g. The Royal Collection includes:.......................................................22
h. Future Plan.....................................................................................23
i. Investor Relation.............................................................................24
CHAPTER III.......................................................................................................25
SANTIKA HOTEL STRATEGIC SWOT...............................................................25
A. Santika Strength.......................................................................................25
B. Santika Weakness...................................................................................25
C. Santika Opportunities...............................................................................25
D. Santika Threats........................................................................................25
CHAPTER IV......................................................................................................26
PROMOTION MIX OF HOTEL SANTIKA...........................................................26

CHAPTER I
INTRODUCTION
A. Background
In the development of tourism, in addition to developing a tourist attraction

business, a balance is needed for the development of the business of

accommodation facilities for tourists visiting Indonesia. Hotels, as one type of

accommodation that was originally only set up at around a primitive road with

simple management, in the next development built around ports, train stations,

airports, and in areas with facilities good and complete service. The hotel industry

has its own distinct characteristics with other industrial sectors. This service

industry produces and markets its products together with the place and time of

product production. This industry besides being capital intensive is also labor

intensive, so it requires a large amount of capital and labor.

The hotel industry, both nationally and internationally, experienced intense

competition between them. This situation encourages companies to always be

observant and responsive in observing various changes both internal and

external, in order to maintain the survival of the company. The hotel management

must continue to carry out active marketing and promotion because the service

industry sector is expected to increase the resilience of the national economy,

expand employment and business opportunities, and at the same time

encourage the development economic activities in other various development

sectors.

Every company in here is faced with challenges in facing competition from

similar hotel business units in order to increase sales. With the existence of such

market conditions, companies must be very clever to adjust in order to survive in

the competition. One element of the activities that determine the success of a

company is promotional activities. Promotional activities are not only used by

companies to chase profits, but also introduce company service products to

consumers.

Promotion is the best combination of the same variables of advertising,

personal selling, and other promotions aimed at achieving goals. Promotion is

one component that is carried out with the aim to be held communication with

consumers in the context of marketing products, the form of goods, the price of

goods, the usefulness of goods, where the goods can be obtained by consumers

and information provided by the company as desired, trying, persuading

consumers with the expectation that this consumer will end up making a

transaction.

Promotion is a key element in a marketing campaign, delivered as such

because company promotions will be discussed directly regarding the products

offered are of public interest. Hotel Santika Bandung, which is engaged in the

hospitality industry, is increasingly becoming a company engaged in the same

field that is rapidly popping up, therefore the Sales Marketing team together with

the company's Public Relations need an interest in developing promotional

strategies that can really be used to compete with companies who want to be a

competitor and also a provider of goods and services desired by consumers.

Promotions are carried out using a number of tools, such as discounts,

coupons, contests, product samples and others. This promotion is very useful in

interactions. Promotion is carried out to provide information that is made in order

for the public to know, about goods produced by the company with the aim of

getting a place on the market. Promotion is a component or a media of

communication to convey information about a product that provides goods or

services from producers to consumers who persuading (persuade) so later could

cause the linkages of transportation activities. Competition that occurs between

the same company certainly requires strategies that are needed to be pursued

and therefore where management is needed that can provide ideas to support

these strategies.

The appropriate promotional mix strategy functions and needs to be

implemented by the company so that the products produced meet the needs and

demands of customers, the target market is related to product requirements and

quality, competitive prices, distribution (methods and marketing areas) and

effective promotion. The function of this strategy is an important factor in carrying

out consumer-oriented marketing activities. The four components mentioned

above are to win the competition in capturing or maintaining the market.

Promotional strategies need to be designed through the selection of the right

program so that the promotional activities carried out by the company are

effective in reaching their target or target market and achieving the desired

promotional goals, namely through a combination of promotional mix components

consisting of advertising, face-to-face sales, sales promotion, publicity / public

relations and direct marketing.

Hotel Santika is located on Sumatera Street Number 52-54, Bandung 40115.

It is a city hotel based on its location in the middle of the city with business and

transit types. The length of guests who stay at Hotel Santika Bandung is two to

seven days so that the hotel is classified as a semi-resident hotel. With

increasingly intense business competition in the field of hospitality services,

promotion strategies are one way to attract consumers' interest in the service

products offered. This promotion is also expected to seize, maintain, and at the

same time increase sales volume.

B. Problem Formulation

1. how hotel santika promote hotel products through mass media or non

mass media?

2. Who is the target market for Santika Hotels and how to approach it?

3. How do hotel santika face the competition with competitor?

4. How do hotel santika maintain their weakness, threat, strength, and

opportunities in order to maintain the business so the business keep

going forward?

C. Purposes

1. To know the process of how Hotel Santika Bandung make an effort for

promoting their hotel product so they can keep the business going

forward.

2. To know the process of Hotel Santika Bandung maintain their strength

and weakness to face their competitor.

3. To know the promotion tools are used in the promotion process of Hotel

Santika Bandung Marketing Strategy.

CHAPTER II
 THEORITICAL BASIS

A. MARKETING MIX

Marketing mix means the product, distribution, promotion and pricing

strategies to produce and carry out exchanges and achieve the target

markets. "Marketing mix - interrelated actions and solutions to meet

consumer needs and to achieve the company's marketing goals, a whole"

(Sereikienė-Abromaitytė (2013)).

Product is defined as a physical product or service to the consumer for

which he is willing to pay. It includes half of the material goods, such as

furniture, clothing and grocery items and intangible products, such as

services, which users buy (Singh (2016)). Thus, the product concept is very

broad and includes not only natural products and services, but also the

experience, people, places, property rights, businesses or organizations,

information and ideas.

Price is one of the most important marketing mix items and many

scientists consider the price as one of the most important elements of the

market, which increases not only profits, but also market share. However, the

price is not only one of the key factors in a competitive situation, which

directly affects the company's sales and profitability indicators, but also one of

the most flexible marketing mix elements, which can quickly adapt to

environmental changes. Therefore, it is the price is perceived as the only

element of the marketing mix, generating revenue and the most important

customer satisfaction and loyalty factor. It can be said that the price is one of

the factors affecting the consumer, because it helps him to understand the

value of the product. Therefore, the cost should include the following in terms
of money that will give value for the consumer willing to pay. Price is the only

element of the marketing for the income and all other elements are related to

the cost. Its level depends on the volume of marketed production, so there is

always an inverse relationship: the higher the price, the sales decline.

Place or the distribution – it is marketing mix elements, which include

decisions and actions related to the movement of goods from producer to
consumer. The distribution channel is defined as an integral part of the
service, which involves the service provider, intermediaries (agents) and the
same service user (in most cases).
The last 4P marketing complex element of the promotion, which helps to

increase consumer awareness in terms of their products, leads to higher

sales and helps to build brand loyalty. Thus, the promotion of the marketing

mix is a tool that helps disseminate information, encourage the purchase and

affects the purchase decision process. Sponsorship is the most important

consumer sales promotion tool that includes discounts and promotions, as

well as coupons, samples, refunds, bonuses, awards, contests and product

demonstrations, and to say what motivates consumers to buy. "Sponsorship -

is an activity that makes the target customers aware of a product or service

and their advantages and is convincing to buy the product (Kotler, Armstrong,

Saunders, Wong). Sponsorship - this element of the marketing mix, covering

decisions and actions provided for groups of people that are informed and

encouraged to buy (Pranulis, Pajuodis, Urbonavicius, Virvilaitė (2012)).

However, in order to understand what is the promotion is, it is necessary to

consider the complex elements provided in the scientific literature, such as

advertising, sales promotion, personal selling, public relations and direct

marketing.

B. PROMOTION MIX
 As is well known that the success of a company in achieving its goals and

objectives is strongly influenced by the company's ability to market its

products to consumers. To provide an explanation of understanding of

marketing, the study revealed how many opinions about marketing.

Hermawan Kertajaya in Alma (2004: 3), formulating: "Marketing is a strategic

business discipline that directs the process of creating, offering, and changing

values from the initiator to the stake holders." More about the terms or words

contained in the definition, strategy means a superordinate concept that

encompasses all the policies that need to be specified again in tactics to be

implemented. Business means that it applies to every business entity, profit

or non-profit. Directing means marketing is umbrella guidance for every

activity that exists in all company organizations.

Creating marketing is a guide to production. Offering marketing is a

guide to propositions. Interchangeable, marketing is a guide to transactions.

Initiator, marketing can be used by companies, individuals, people, countries,

and so on. Stakeholders, marketing can be used to create, offer, exchange

value to customers, employees, shareholders, suppliers, dealers, bankers,

government, public, and so on.

According to Hermawan Kertajaya, marketing as an adaptive concept in

the future will be based on the following philosophy. Vision; marketing must

be a business concept strategies that can provide ongoing satisfaction and

not instantaneous satisfaction for the three main stakeholders in each

company, namely customers, employees, and company owners. Mission;

marketing will become a soul not just a "member of the body" of a company;

therefore everyone in the company will become a marketer. Value; The main
values adopted by the company are (1) the brand is more valuable than the

product for the customer; (2) whatever business is run, the owner of the

company must consider it a service business; (3) everyone in the company

must feel involved in the process of customer satisfaction, both directly and

indirectly, not just as the executor of a particular function.

Philip Kotler in Khatijah (2004: 8) defines marketing as follows:

"From the standpoint of society (community) which means the process by

which a consumer or group in meeting their needs and desires through

the creator, offer, and exchange of goods and services needed. While

from a managerial point of view, marketing is a process of planning

concepts, prices, promotions, and distribution of ideas, creating

opportunities that are satisfying to individuals and in accordance with the

objectives of the company's organization. "

Swasta and Irawan in Khotijah (2004: 11) define marketing as:

"Marketing is as a system of interconnected activities aimed at planning,

pricing, promoting, distributing goods and services to groups of buyers is

the core of the company's marketing system, products, price structures,

promotional activities, and distribution systems."

From the several definitions that have been put forward, it can be concluded

that marketing is the spearhead of a series of business activities, both

engaged in services or goods. It is said to be the cutting edge because

marketing is a barometer or standardization of the success of a business in

gaining the widest market share. The goal of the producers is the ability to
poison the imagination of consumers with all kinds of products offered,

packaging products (packing design products), to promote goods. Marketing

mix expect people to be able to maintain the viability of the company, develop

in businesses, and ultimately be able to achieve maximum profits.

To understand reliable marketing, there must be satisfaction felt by

consumers, arising positive responses in the form of repeat purchases, and

encouraging other consumers to buy the same product. Multiply profits will be

obtained by producers, through the dissemination of positive information from

consumers to other consumers.

A case that has been explained, that the marketing process is a process

of how entrepreneurs can influence consumers so that consumers become

aware, happy, then buy the products offered, and finally satisfied so that they

will always use these products. One of the activities that really determines the

success of the company to meet the goals set is a marketing mix with several

variables that can be used.

Understanding marketing mix according to Swastha (1999: 42) as

follows: "Marketing mix is a combination of four variables or activities that are

the core of the company's marketing system, that is, products, price

structures, promotional activities, and distribution systems. "To find an

overview of the marketing mix variables, each of these variables is explained.

Promotions keeps the product in the minds of the customer and helps

stimulate demand for the products.

First, the product, is a collection / unity of attributes that together

satisfy the needs of a person, both visible and not such as color, packaging,

price, achievement, benefits, and so on. So the product is everything that is

offered that is able to attract consumers and then make consumers are

encouraged to buy it and after buying they will be satisfied so that there will

be repeated purchases by consumers of these products.

Second, price, the price is the amount of money (plus some items if

possible) needed to get a combination of goods and their services. Pricing

that is too high or too low will result in less profit for the company. To that

end, companies usually conduct experiments to test the market, whether

consumers accept or reject. If the consumer accepts the offer, it means that

the price set is reasonable. But if they refuse, usually the price will be

changed quickly.

Third, promotion (promotion) is an activity undertaken to influence

consumers so that they can get to know the products and services offered by

the company to them and then they will be happy and then buy the goods and

services. Promotion is also an activity to disseminate information about

service goods sold with a view to changing patterns of consumer behavior.

The information provided to prospective buyers greatly influences their

decision about the allocation of funds they have. They will put the goods or

services they know into the list of considerations, then choose a combination

the most optimal. Therefore, the seller must make an effective effort in

making consumers aware of: (a) the goods or services offered. This concerns

a lot of things such as physical characteristics, design, color choices, quality,

price, benefits, and so on. (b) who makes and sells; it concerns consumer

satisfaction. They feel safe if know who makes and sells the product or

service. There are three main functions held by promotional activities. The

third function is to find and get attention (attention) from potential buyers;
creating and growing interest in potential buyers; and develop the desire of

potential buyers to have the goods offered.

Fourth, distribution is a channel that is used by producers to deliver

goods / services from producers to consumers or industrial users. In

achieving the company's goals and objectives for distributing goods or

services distribution activities are used. Distribution is a structure that

describes the alternative channel chosen, and describes different marketing

situations by various companies or business institutions (producers,

wholesalers, and retailers). There are three decisions related to distribution

that are commonly called "place decisions", namely: the company's

transportation system, the storage system, the distribution channel selection

system.

Further research discusses one of the variables in the marketing mix,

namely promotion as an analysis that is used further. Stanton expressed his

opinion about the promotional mix cited by Swastha (1999: 238) as follows:

"Promotional mix is the best strategic combination of advertising variables,

personal selling, and other promotional tools, all of which are planned to

achieve the objectives of the sales program. "Although in general the forms of

promotion have the same function, these forms can be distinguished based

on specific tasks. For this reason, we will discuss the promotional mix

variables as follows.

First, advertising (advertising), is non-individual communication, with a

number of costs, through the media carried out by companies, non-profit

institutions, and individuals. Advertisement is one of the forms of promotion

most widely used by companies in promoting their products. Advertising is a

form of indirect communication, which is based on information about the

advantages or advantages of a product, arranged in such a way as to cause

a sense of fun that will change someone's mind to make a purchase. Some

advertising functions are as follows. First is to provide information. Advertising

can provide more information than other media, both about goods, prices and

other information that has uses for consumers. Without such information

people will be reluctant or will not know much about an item. Second, the

function of advertising is to persuade / influence. Advertising is not only

informational, but also persuading mainly to potential buyers, by stating that a

product is better than another product. The third function is to create an

impression (image). With an advertisement, people will have a certain

impression about the advertised goods / services. In this case, the advertiser

always tries to create the best advertisement, using attractive colors,

illustrations, shapes and layouts. Fourth, advertising serves to satisfy desires.

Before choosing and buying a product, sometimes people want to be told in

advance about the goods or services offered or want to be persuaded to do

something better for them or for the community. So advertising is a tool that

can be used to achieve goals; and the goal itself is a mutually satisfying

exchange. Function Fifth, advertising is a communication tool. Advertising is a

tool to open two-way communication between sellers and buyers, so that their

desires can be fulfilled in efficient and effective way. Advertising initiatives do

not always come from the seller, but buyers often use advertisements for their

interests, for example, looking for work.

Second, individual selling (personal selling) is the interaction between

individuals, who meet each other face to create, improve, control, or maintain
a mutually beneficial exchange relationship with other parties. Personal

selling traits include: Personal confrontation, which is a lively, direct, and

interactive relationship between two or more people; Cultivation, which is the

nature of enabling the development of all kinds of relationships, ranging from

mere buying and selling relationships to a more intimate relationship;

Response, which is a situation that seems to require customers to listen, pay

attention, and respond. Therefore, these traits have advantages and are more

flexible because sellers can observe customer reactions, know consumer

desires, motives, and consumer behavior. Personal selling is a way of

promotion that uses direct communication. Here the seller actively

approaches the consumer and offers the product to make a purchase.

Third is sales promotion. Nickels in Swastha (1999: 279) sales

promotion is defined as follows: "Sales promotion are marketing activities

other than personal selling, advertising, and publicity, which encourage the

effectiveness of buying consumers and merchants by using tools such as

demonstrations, exhibitions, demonstrations, and etc. "Sales promotion is a

form of direct persuasion through the use of various incentives that can be

arranged to stimulate product purchases immediately to increase the amount

of goods customers buy. The purpose of sales promotion is to attract new

buyers, give gifts / rewards to consumers or customers, increase purchasing

power of old customers, avoid consumers running to other brands, popularize

brands or increase loyalty, and increase short-term sales volume in in order

to expand long-term market share.

The fourth is public relations and publicity. Public Relations can be defined

management functions that provide an assessment of community attitudes,

identity policies and procedures of individuals or organizations with the

wishes of the community, and carry out a program of action to gain

understanding and recognition of the community. Public Relations is a part or

a department that is responsible for listening and accommodating all criticism,

complaints or suggestions from the public. Public relations is not always a

promotional tool, but what is important must be able to adjust the organization

to the needs of the community. Publicity (publicity) is information about a

person, item or organizations that are disseminated to the public through the

media free of charge, or without supervision from the sponsor. Publicity is the

utilization of news values contained in a product to form the image of the

product in question. Publicity has better credibility, because of justification

(whether direct or indirect) and the message of publicity included in news or

newspaper articles, tabloids, magazines, radio, and television, the public

does not see it as promotional communication. The advantage of publicity is

publicity can reach people who don't want to read an ad; publicity can be

placed on the front page of a newspaper or in other prominent positions;

more trustworthy; publicity is much cheaper because it is done freely, free of

charge.

C. SWOT

1. Interpretation of SWOT analysis

a. Philip Kotler
According to Philip Kotler, the notion of SWOT analysis is an
evaluation of all strengths, weaknesses, opportunities, and threats,
which are found in individuals or organizations.
b. Pearce & Robinson
According to Pearce and Robinson, the notion of SWOT analysis is
part of the company's strategic management process that aims to
identify the company's main strengths and weaknesses.
 These main weaknesses and strengths are compared with external
opportunities and threats as a basis for generating various alternative
strategies.
c. Yusanto and Widjajakusuma
According to Yusanto and Wijdajakusuma, the notion of SWOT
analysis is the company's internal and external instruments that rely
on the annual database with a 3-1-5 pattern.
Explanation of this pattern is that the available data includes data on
company development in the three years prior to the analysis, what is
desired in the year when the analysis is carried out (read:
Understanding Analysis), and the tendency of the company in the five
years post analysis

d. Rangkuti
According to Rangkuti, the definition of a SWOT analysis is an effort
made based on logic that can maximize strengths and opportunities,
while at the same time minimizing weaknesses and threats. This
analysis aims to identify various factors systematically to formulate the
company's strategy.

e. Rais
According to Rais, the notion of SWOT analysis is the most basic
analytical method that is useful for knowing topics and problems from
four different sides. The final results of this analysis are directions or
recommendations for maintaining or increasing the strengths and
opportunities that exist, as well as reducing weaknesses and avoiding
threats
2. The Elements of SWOT Analysis

a. Strength
Analysis of the elements of strength possessed by the company.
For example, analyzing what strengths a company has, such as in
terms of technology, the quality of production, strategic location, or
other elements of strength that emphasize the company's
superiority.
Usually in a SWOT analysis companies tend to make as many
strengths as possible in a competitive effort.
b. Weakness
In addition to seeing the company's strengths, it is very important
to know what weaknesses the company has. To find out the
weaknesses of the company can be done by comparing with
competitors like what other companies have but your company
does not have.
 If you want to make a list of the company's weaknesses more
objectively, you can testify to consumers who generally know
better what is lacking from a company.

c. Opportunity
The opportunity element is usually created at the beginning of
building a business. This is because businesses are formed based
on opportunities or opportunities to make profits.
The opportunity element includes a list of what allows a business
to survive and be accepted in the community, both in the short and
long term.

d. Threats
Analysis of the element of threat is very important because it
determines whether the business can survive or not in the future.
Some things are included as an element of threat for example the
number of competitors, the availability of resources, the duration of
consumer interest, and so forth.
Making a list of company threats can be for the short term or long
term and can at any time increase or decrease.
3. Benefits of SWOT Analysis
Many sources say that the SWOT analysis is the most basic analysis
method. This analysis is useful to find out a problem from four different
sides, namely strengths, weaknesses, opportunities, and threats, which
are owned by a company.
The results of this analysis can provide recommendations for
increasing strength and maintaining opportunities, while at the same time
reducing weakness and avoiding potential threats.
SWOT analysis also acts as a useful instrument in strategic analysis
activities. With this analysis, organizations can minimize weaknesses and
reduce the impact of threats that must be faced.
So, in general the benefits of a SWOT analysis are as follows:
a. Companies become more understanding of its strengths and
provide recommendations to improve it.
b. The company can see an opportunity and can maintain the
opportunity.
c. The company knows weaknesses and looks for solutions to
reduce those weaknesses.
d. The company is aware of potential threats and seeks solutions to
avoid these threats.

D. HOTEL
The word hotel comes from the French, hostel, which means lodging

house for people who are traveling or traveling. In its development the

hotel resolution defined as follows. In Decree No. 241 / II / 1970,

Rumekso (2001), Designated hotels are companies that provide services

in the form of accompanied accommodations provide dishes and other

facilities at the hotel for eligible publics convenience and commercial

interest in the service. Decree of the Menparpostel No. KM 37 / PW.340 /

MPPT-86, concerning Hotel Business Regulations and Classifications,

Chapter I, Article 1, Paragraph (b) The decree states that the hotel is a

type of lend that is used part or all of the building to provide

accommodation, food and drinks properly commercial supporting

commercial managed commercially (Sulastiyono, 2006). Meanwhile,

according to the Proprietors Hotel Act, 95 in Sulastiyono (2006), hotels

are a corporation managed by the owner by providing food, beverage,

and room facilities for sleep for people who travel and can pay an amount

appropriate according to the service received without special approval. Of

three, This hotel (1) uses accommodation, (2) uses some or all of the

existing buildings, (3) provide accommodation, food and beverages as

well as other supporting services, (4) provided publicly, (5) commercially

provided.

Based on location, Alma (2004: 290) states that hotels can be divided

accordingly type as follows. Hotel Residential is a hotel that accepts

guests to stay in rather long period of time, but not to be completed. This

hotel is basically an apartment apartment with rooms for rent on a monthly

or annual basis. To provide a restaurant and room cleanliness. Transit

Hotels, also commonly called Commercial Hotels, that is, hotels that

provide rooms and breakfast that are intended for visitors travel

preparations for business in a relatively short time. This kind of hotel

usually located in the city center or in a busy trade complex, also close

port. Resort hotels, also called seasonal hotels, provide accommodation

in season This hotel is located in a resort area, also has a courtroom.

Motel (motorcycle hotel) is lodging intended for trips or tourists that are

held travel along the highway, connecting between the two cities.

1. Hotel profile

a. Hotel History

The history of Santika Indonesia Hotels & Resorts can be traced back

when Kompas-Gramedia Group, the largest media company in

Indonesia, diversified its business portfolio holding in 1981 embarking

into the Hospitality sector.

PT Grahawita Santika was established as the owning and

management company of Santika Indonesia Hotels and Resorts. Their

first opening was Hotel Santika Bandung, and after a successful entry

into the market development continued to other strategically placed

cities around the Indonesia Archipelago, namely, Jakarta, Bandung,

Semarang, Cirebon, Surabaya, Jogjakarta, Pontianak, Kuta and

Seminyak Bali, Manado, Makassar and others.

Year of 2006 has seen PT Grahawita Santika reorganize and

reposition itself in the Indonesian Hospitality sector, which now

represents a presence in the differing market segments. PT Grahawita

Santika have developed their brand of unique boutique Villa properties

 known as The Royal Collection under the property names of The

Samaya and The Kayana.

The inventory of five star properties will be listed as The ANVAYA,

whilst four star properties will be listed as Hotel Santika Premiere and

the three star business hotels will remain as Hotel Santika.

The other addition to portfolio is the Amaris brand, which will complete

the sustainable growth underpinning Santika’s competitive edge which

has now repositioned to cater to a wider client base, from two star

budget hotels to luxurious villa properties.

b. Company Vision

The company’s vision to be the most preferred and the biggest chain

hotels and resorts in Indonesia and to be located across the South-

East Asia, keep the company moving progressively with its brand

values Indonesian Home and service motto Hospitality from the Heart

gives you all the best in convenience, comforts, service, and

security.

c. The Philosophy

A touch of Indonesian Hospitality with brilliance of highest standards

in hotel services.

As a trendsetter in a highly competitive hotel industry, Santika

Indonesia Hotels & Resorts provides top-class facilities and services

combined with easy access to airports, commercial centers, and

cultural areas of interests, government offices, and recreational

retreats. All this luxury can be found not only in Jakarta or Bali, but

lesser-known yet equally important destination all over Indonesia.

 With our vision to become the preferred choice for Indonesia’s middle

and upper market segments, we constantly seek to create more value

for all our stakeholders by combining quality with professionalism and

service by heart.

We offer a value-for-money accommodation and uncompromising

hospitality in well-appointed facilities. By offering tradition themes in

design and traditional standards of hospitality, we aim to bring the

touch of Indonesia to all our Santika Hotels & Resorts and The Royal

Collection.

d. The Brand

We value our tradition and natural touch and serve you with the best

of Indonesian home.

The brand values of Santika Hotels are ‘Indonesian Home’, a home

that portrays the true Indonesian hospitality. With our distinctive

facilities and services, we pamper our guests with unique local

tradition, natural touch environment, perfect family values and

freshness in every aspect of the hotel.

Experience the traditional details, uncanny taste of our mouthwatering

gourmet, resort feeling at the pool side in Bali, and our exclusive

meeting rooms with state of the art technology. Expect nothing but the

best in both worlds, here at Santika Hotels & Resorts and The Royal

Collection.

e. Loyalty Program

MyValue is digital application loyalty program previously named KG

Value Card Santika Important Person (SIP). MyValue member has

 right to earn points for every transaction at The ANVAYA Beach

Resort Bali, Hotel Santika Premiere, Hotel Santika, Kampi Hotel and

Amaris Hotel across Indonesia and other MyValue merchant. MyValue

Points are credited after check out or after the payment at the hotel,

terms and conditions apply.

MyValue Points redeemed with minimum 100.000 Points or more at

The ANVAYA Beach Resort Bali, Hotel Santika Premiere, Hotel

Santika, Kampi Hotel and Amaris Hotel accross Indonesia and other

MyValue merchant. 100.000 Points is equal for IDR 100.000 points off

your transaction. MyValue Points can be redeemed to discount

voucher at other Kompas Gramedia Merchant from MyValue Apps.

Terms & Conditions:

1) MyValue Points only can be earned by booking your stay directly

on

Santika.com or direct to hotel.

2) MyValue Points cannot be earned if the booking made from online

or offline travel agent and group

3) MyValue Points expire 2 years after issue date

4) MyValue only valid for Indonesian Citizen

5) MyValue only valid at participating hotels

f. Santika Indonesia Hotels & Resorts

Our extensive brands from two, three, four, five-star rated hotels and

luxurious villas cater the demand for upscale, mid and budget market

business and leisure travelers.

Santika Indonesia Hotels & Resorts’ brands are:

 1) The ANVAYA (Five Stars)

The ANVAYA is everything you would expect from a five star

hotel. Exclusive rooms, ultimate feel in services and comfort.

2) Hotel Santika Premiere (Four Stars)

Experience a complete comfort in Hotel Santika Premiere. We

provide nothing but the best with more personal touch in our

services.

3) Hotel Santika (Three Stars)

Hotel Santika provides a more complete set of services with

spacious guest rooms and suites available to the needs of

discerning business and leisure travelers.

4) Amaris Hotel by Santika (Two Stars)

Amaris is our value-for-money branch that provides the best bed

and breakfast for young businessman and traveler who values

their time and money.

5) The Royal Collection

The Royal Collection is private luxurious boutique villas for those

seeking a more secluded and tasteful alternative to the existing

range of accommodation. It is also a tourist attraction for its

wonderful environment and traditional values.

g. The Royal Collection includes:

1) The Samaya (Luxurious Boutique Villas)

The Samaya Luxurious Boutique Villas are the perfect sanctuary

with personalized and customized suites with heavenly natural

environment.
 2) The Kayana (Boutique Villas)

The Kayana Boutique Villas are heaven on earth in Bali. Imagine

the perfect sunset and excitement of infinite dream come true in

the Land of Gods.

3) The People

Feel the intimate and sincere smile of the staff and enjoy your

wonderful days with our wonderful people.

A comfortable hotel is only possible when a thorough-minded team

of professional individuals works in harmony for the benefit of

customers. We believe that every member of our staff holds the

key to ultimate customer satisfaction. Our people have adopted

this philosophy, and they believe in it. Every Santika Employee is

considered an integral part of the group’s success.

With a friendly smile, polite, helpful and an open heartedly, our

employees are more than ready to help you with everything you

need. From the moment you check-in, and the day you check-out,

feel the unique hospitality from us.

h. Future Plan

As the leading company hospitality management in Indonesia,

PT.Grahawita Santika provides full range of services to partners,

clients and investors. The company is geared towards meeting the

needs of leisure, business and up-market travelers, while adhering to

the same high standards of service across each of its Hotel Amaris,

Hotel Santika, Hotel Santika Premiere, The ANVAYA, The Samaya and

The Kayana.
 We understand our investor’s concerns, and what it takes to run a

prosperous hotel company. That is why we’re thriving to help investor

save more money on purchasing and training, and maintaining

properties and equipment.

With the best advertising and marketing, promotion and professional

management, our management contract scheme guarantees

professionalism in every aspect of our operation, with our unique

management support services and brand-specific marketing strategies

have proven track record in maximizing returns for our investors.

i. Investor Relation

PT Grahawita Santika offers hotel management services and business

solutions to local and overseas investors interested in building hotels in

Indonesia and neighboring countries. As a partner in these projects, PT

Grahawita Santika offers:

1) An established reputation behind the ‘Santika’ and ‘Kompas-

Gramedia’ brands;

2) Professional management and qualified property maintenance;

3) Increased profitability and reliable financial reporting;

4) Adherence to good corporate governance;

5) Excellent performance and operation of existing hotels;

6) Customer satisfaction and customer loyalty programs;

7) Personalized, caring and courteous service; and

8) Solid marketing support and efficient reservation systems, including

National Corporate Scheme, Incentive Bookers, Accounts Database,

JSO and Sales Networks.

 CHAPTER III

SANTIKA HOTEL STRATEGIC SWOT

A. Santika Strength

1. High quality of product and service

2. Nationally known, strong, valuable brands
3. Hotel location is strategic near with shopping mall and business center
4. Easier for branding and advertising as its under Kompas Group
5. Strong relationship with BUMN companies
6. 3 star but has 4 star facilities
7. Focus on the repeater guest
B. Santika Weakness

1. Old building
2. Limited parking area
3. Lift capacity is too small and too little
4. The employee turnover rate is quite high, especially at the managerial
level
5. Lack of entertainment facilities such as karaoke rooms and outbound
facilities
6. Less varied marketing activities, especially on media websites

C. Santika Opportunity
1. The opportunity to dominate the market is still open
2. Indonesia's improving economy
3. Image Bandung City is known as a tourist city
4. Increased use of hotel rooms for certain events
5. The development of information and communication technology

D. Santika Threats
1. Many new competitors emerge
2. Intensive competition in the hospitality industry
3. The global crisis affects the tourism business 4.0
4. Granting a new hotel construction permit from the City Government
that does not pay attention to the environment
5. The hotel business is influenced by political and security situations
 6. Government policies on fuel price increases and Regional Minimum
Wages (UMR)

CHAPTER IV

PROMOTION MIX OF HOTEL SANTIKA

Promotion by Hotel Santika Bandung in marketing products or services

that generated more use of sales promotion, advertising and personal selling

as a means of promotion. In the election campaign media to be used, in

general Continent Hotel Bandung consider several factors: the state of

competition in the market, targeted promotions, and the nature of the

products offered.

After looking at the factors in the selection of the media, the promotion of

the use Santika Bandung in activities in the field of promotion, especially

advertising are:

(1) Radio; through this medium, Hotel Santika Bandung product marketing

services to attract potential buyers because this medium is easy to reach

society. Hotel Santika cooperate with radio Sonora, because Sonora is a

radio shaded by compass also the duo allowed Santika hotel and is

entitled to broadcast on the radio. Seasonal broadcast activity is only

done only when there is a new promo. For its own broadcast schedule will

be arranged by the radio.

(2) Social Media; be expected through the media, consumers or

customers to attract consumers because it greatly accelerates the

process of promotion considering all audiences using the internet these

 days. Social media used is Instagram and Facebook. All campaigns will

be displayed in the timeline account Santika hotel itself is

@hotelsantikabandung.

(3) Hotel Directory; This form of promotion services, contains information

about the address, location, type, product, facility and type of services that

can be provided to prospective guests.

For the sales promotion, Hotel Santika Bandung attract consumer wit

loyalty program, giving discounts or special rates for each guest who register

as a member. In addition to loyalty programs, Santika Bandung hotel also

organizes promo, discount, room rates at certain times such as during Eid or

on the day of independence. In addition, the hotel Santika Bandung held

grants and sponsorships at an event organized by the company that is Bank

Mandiri, BUMN, and Pertamina group. Sometimes Hotel Santika bandung

also provide door prizes such as vouchers hospitalized in the event.

Hotel Santika Bandung themselves rarely holding an event or a

competition for promotion. Regular event that held by Santika Bandung hotel

is an annual event at the end of the year in the form of toss-up door prizes at

the gala dinner. The gala dinner will be held at a different hotel of Santika’s

Group which located throughout Indonesia in each year, lucky guests will get

a voucher particular Santika hotel accommodation.

Personal selling is done by the Hotel Santika Bandung is the sale in

person. In person sale is usually done for individual guests through face to

face to get guest closer with hotel facilities products. All staff who work at

Santika Hotel Bandung are a hotel representative to promote the hotel

products. Santika also use telemarketing sale. Telemarketing is usually done

for individual guests via telephone to call back the regular guest or individuals

who have not come to the hotel lately. Personal selling is intended to create,

improve, control, or maintain mutually beneficial exchange relationships with

other parties.

In terms of public relations, public relations team hotel Santika duo

manage social media Instagram, Facebook, and also promote the promo

through radio broadcasts. Public relations social media must be active at all

times, in addition to actively speak Santika Bandung’s promo, they also

actively celebrate the national days or important days in social media, public

relations team in charge of designing the posting, posts the promotion in the

form of greeting cards and other graphic design. In addition to social media,

public relations team also made to cooperate with the news media as a

compass and news stand for voicing promos or notify activity or activities

undertaken Santika Bandung hotel. As an example when the fasting month

progresses, it appears in the media tribune news article titled "Held Iftar

Together with Kompas Gramedia”

 CHAPTER V

CONCLUSION

Santika hotel is a three-star hotel that has 4 star facilities which so far has

already being an Indonesian big chain hotel spreaded throughout indonesia

and also already owned a loyal guest such as BUMN, Pertamina, and other

business guest as their target market.

As one of company industry in Bandung, they built a strong marketing

strategy under the famous media brand, Kompas Media, so it makes Hotel

Santika Bandung easier to gain the loyal guest because the brand itself is

already strong and it makes Hotel Santika Bandung easier to promote their

special rates through radio, newspaper, or other media that made by Kompas

Media. Eventhough there are still lack of facilities, fresh workers, marketing

activities, Hotel santika keep active on social media, giving sponsorship if

their loyal guest held an event, and make all worker be the hotel

representative to sell the product in person with every guest that the worker

handle.

Other than mass media, Hotel Santika also display and promote their

hotel in partnership with online travel agent like traveloka, pegi-pegi, agoda,

and many more.

 Their public relations do the publicity job in several media social such as

facebook and Instagram only. Besides that, they push over the promotion too

on the newspaper headlines in a certain season. This department also

responsible to response any kind of complain and email from guest especially

vip or repeater guest.

With these efforts they have been doing in routine and up to date until

now, they have been using the opportunities that came to them and will

continue to increase marketing strategy with kompas media to keep their

business going forward.

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