TABLE OF CONTENTS

Cover………………………….……………………………………………………i
Table of Contents……………….…………………………………………………ii
Chapter 1: Introduction (Background and Objectives)……………………….......iii
Chapter 2: Discussion (Solution and KPI)………………………………………..iv
Chapter 3: Conclusion……………………………………………………………..x
Bibliography………………………………………………………………..…….iii

ii
 SOUTHEAST ASIA RESTART (RESEARCH AND STARTUP)
COMPETITION AND FAIR: COMBINATION OF INDEX (INCENTIVE
DESTINATION AND EXHIBITION)

Chapter 1: Introduction (Background and Objectives)

Bandung is one of the city in Indonesia that is surrounded by the variety of
cultures and international qualified colleges. In July 2019, Bandung has been
granted an accolade of Indonesia Attractiveness Award (IAA) 2019, with
categorization of The Best Metropolis For Tourism Sector in Indonesia., and had
been achieved Gold (Nursyabani, 2019). At press conference of Research,
Technology, And Higher Education Ministry (2019), Institute Technology of
Bandung and State Polytechnic of Bandung have proclaimed the first and the
second rank in a row on a non-vocational and vocational university ranking from
all around the nation. Apart from that, Damanik (2015), said that United Nations
Educational, Scientific and Cultural Organization (UNESCO), announced Bandung
was registered as one of the creative city network program or UNESCO Creative
Cities Network. Thus, Bandung is the city of creativity, become one of the thriving
place of technology development with quality improved higher education support,
and also a chosen place for fulfilled memories with unbridled joy.
CT Corp is a corporation that had been established in 1987 by the name of
Paragroup as the first name. The founder was Chairul Tanjung, has been advancing
the corporation structure to three holding company which are, Mega Corp, Trans
Corp, and CT Global Resources. Each of it moving towards diversified fields, for
instance Mega Corp is the holding company of financial services, Trans Corp is the
holding company of media, lifestyle, and entertainment business, and CT Global
Resources consists of plantation companies. Trans Corp is part of the CT Corp that
has potentials on one of the product which is Trans Luxury Hotel Bandung, The
most luxurious hotel has been entitled to it and given the position of “6 Stars”,
exceeding the existence of another luxurious hotel in Bandung. Located in an
integrated lifestyle complex of “Kawasan Terpadu Trans Studio Bandung”, this
hotel has a lot of advantages which is not typically owned by competitors with the
existence of Trans Studio Mall, Trans Studio theme park, Masjid Agung Trans

iii
Studio, and Ibis Hotel. With 280 well-appointed guest rooms and suites, complete
with amenities that are essential to both business and leisure travelers. All the
amenities at The Trans Luxury Hotel have been designed to set the property in a
class of its own. The scenic restaurant and lounge on level 18 with views toward
the city, the open-air sandy beach pool with sun lounges, the elegant day spa, the
high tech fitness center, and the luxurious room amenities, all of these are
opportunities to take open the market from untapped market.
Although Bandung has potent possibilities with the amenities has been offered
by The Trans Luxury Hotel, the certain pattern of hotel segmentation market in
hotel business are prospered only by particular seasons, which is a problem for
corporation. There are 2 big market segments that are targeted by the hotel, which
are FIT (Free Individual Traveler) and MICE (Meeting, Incentives, Conferences,
and Exhibitions). FIT market segment is a segment of market that heavily relies on
holiday seasons. So far, MICE segment is a segment that could be maximized so
the hotel income can be created by constant growth as trending. As the present state,
local corporations and government bureau are the contributor for MICE segments.
MICE is an acronym for Meetings, Incentives, Conferences, and Exhibitions.
According to Kesrul (2004:3), MICE as a tourism activities that is mixed between
leisure and business, usually a group of people is involved simultaneously, as part
of meeting, incentive travels, conventions, congresses, conferences and exhibition
activities. Since there are possibilities from MICE market, tourist from all over the
world with the capability of high spending can be attracted by MICE industry. Data
from Global Business Travel Agency (GBTA) in 2014, MICE ranked is highly
competitive. Because, the minimal 50% of tourism transaction in the world are
business trip and it is worth USD 1.8 trillion. Asia Pacific has a promising portion
of MICE transaction for 40% from the slot (Firdaus, 2019). According to the fact,
corporate has to execute strategies to expand the business through the international
market of MICE.
Arranging an event that could attract businessman and businesswoman,
investors, or even the related government bureau, including local and international
tourists. According to Putra (2017) about this matter, generally MICE tourist consist
the guest of decision makers, including company CEO. MICE tourist, usually form

iv
into groups, potentially for them to change into tourists that seek for leisure before
and after convention, thus causing MICE tourists to increase their expenses
compared to regular tourists. Another advantage of MICE is given levitation for
destination reputation, therefore all information about the destination will
strengthen the promotion (Putra, 2017). Furthermore, to enhance this strategy,
reasons to attend are needed to attract the market targets to come on to event that
has been held.
Startup business is being the center of world discussions. According to Blank
(2010), a startup is a temporary organization looking for a scalable and repeatable
business model. Furthermore, startup business is expanded to create valuable
products for society. Nevertheless, in accordance with Silalahi (2017), the
challenges that have been faced by startup is insufficient funding, where thriving
startups are rapidly needed support for funding for things such as promotions and
another maintenances. Apart from that, funding assistant and development is also
needed in research areas and technologies developments that has been existed in
universities, the event also has a purpose to support research and technology
developments in universities. According to Kurnia (2018), one of the most
problematical part of research in Indonesia is the existence of insufficient fund, thus
it is hard to conduct some further research.
Because of that, the event is held to provide every startup and researches that
has been going, for gaining support either in form of funding or incubation program.
University students will be the participants of it, and also businessman and
businesswomen, investors, as well as institution of incubation will be invited as
voters and choose the selected teams, for funding assistant, incubation, or the other
part of assistant. Apart from that, to span it to international market, all universities
student from across the Southeast Asia can be part of the event.
In this case, choosing Southeast Asia as the area for the event is meant to make
the competition more efficient and effective, and also noticing an opportunity to
gain relation with other countries in Southeast Asia. Apart from that, in
telekomreviewasia.com (2019), said that in Southeast Asia, cities like Jakarta,
Penang, Ho Chi Minh, Singapore, are being prepared to become the next Silicon
Valley. The influence from locals, system of value that has been offered, also the

v
consumer behavior are the main factors to enhance Southeast Asia startups
development significantly.

Chapter 2: Discussion (Solution and KPI)

The strategy adopted in this program is to invite the MICE target market,
which are entrepreneurs, investors, and related government agencies, using the
exhibition segment. The city of Bandung, which is a creative city, an education city,
and a city that has attractive tourist attractions, can be a promising combination to
invite the target market. The program that will be held utilizes startup business
trends that are booming, as well as many university researches that needed
assistance in various forms, so that they become intermediaries to bring together
business owners or research to investors or incubator institutions. This program will
be in the form of a competition event in Southeast Asia, which will hold a startup
business and technology research, and also provide an exhibition for selected
university research results.
According to an analysist that we conducted, involving 3 competitors of
Trans Luxury Hotel Bandung with the repution of “5 Stars Hotel” such as Bandung
Padma Hotel, The papandayan, and Bandung Prama Grand Preanger. Based on
informations that had been collected from each competitors hotel websites, from
these data we made structures to know our competitor capabilities on every segment
of MICE.

vi
 Conference

Meeting Exhibition

Incentive

Picture 1: Information was gathered from the official websites of: The Trans Luxury
Hotel, Padma Hotel Bandung, The Papandayan, dan Prama Grand Preanger
Hotel

From the information, some have found from the majorities of competitors
merely focusing on meeting and incentives segments, futhermore corporation can
make maximize the benefits from exhibition and incentive segments. Exhibition
segment can be modified, so it can make oppurtunities to incentive segment
simultaneously. From there, with the program that has been designed, hopefully
corporation can make steps that can be used with the current condition so it could
gain more market if MICE than the competitors.
This program can be directly carried out by the corporations or
collaborations with event organizers from external parties, student association,
and/or business organization from one of the colleges in Bandung City. Their
collaborations could be in form of providing stalls and/or other assistances. For
corporations, the main advantage of this program is getting new markets, both from
local and foreign, so that the target market can see and recognize the services
provided by The Trans Luxury Hotel. Because entrepreneurs, investors, and related
government agencies are the main target market of this program, this event will
provide a day in which the target market will be given a hotel tour, or a tour to
several tourist sites in Bandung City managed by corporation. It is intended that the

vii
hotel can introduce all of the service provided, and promote Bandung City to attract
the target market again for vacation or to do MICE activities.
EVENT SCHEDULE FOR THE FINALIST
No Day/Date Time Duration Task Place
1 Thursday 08.00-20.00 Participant
check in The Trans
21.00-22.00 Participant Luxury Hotel
Technical
Meeting
2 04.00-05.45 Fajr prayer
time
3 Friday 05.45-08.00 Breakfast and The Trans
private Luxury Hotel
session
4 08.00-12.00 Hotel Tour

5 12.00-14.00 Break
Trans Studio
6 14.00-15.00 The Opening
Bandung
ceremony
7 15.00-17.30 Startup and
Research Fair
8 04.00-05.45 Fajr prayer
time The Trans
9 05.45-08.00 Breakfast and Luxury Hotel
private
Saturday session
10 08.00-12.00 Participant
presentation
11 12.00-13.30 Break
12 14.30-17.30 Startup and
Research Fair Convention
14 18.30-21.00 The Main center
Event
15
21.00-22.00 Closing
ceremony
16
17 Sunday 04.00-05.45 Fajr prayer
time The Trans
18 05.45-08.00 Breakfast and Luxury Hotel
private
session
19 08.00-12.00 City Fun Trip *conditional
20 12.00 Participants The Trans
check out Luxury Hotel
Table 1: event schedule

viii
 The form of this program is competition. The program sequences consist of
registration, tasks collecting, finalists electing, and closing event which will be held
at The Trans Luxury Hotel for the finalists. The competition period is estimated
around 3 months. The registration and assignment undertaking period is 2 months.
Thus, the end of the registration period is the deadline for collecting the
assignments. There will be voting conducted by the invited judges by the next day
which will be held for a week. After that, the finalists will be elected, announced,
and invited to the closing event, at The Trans Luxury Hotel. The closing event will
be held 3 weeks after the finalist announcement. The participants will be required
to explain their prototype(s) in the presentation at the closing event. The closing
event lasted for 4 days. On the first day, participants and judges will be checked in
to the hotel and there will be a technical meeting, this will prevent time inaccuracy
until all of the participants and judges gather around the hotel, which has potential
to obstruct activities. On the next day, there will be hotel tour and exhibition inside
the hotel. Then on the third day, an exhibition at Trans Studio Bandung, the
presentation contest, and termination of the winners by the judges, in which the last
two will be conducted in Trans Luxury Hotel as the peak night, will be held. On the
last day, the main activity carried out will be a city tour to tourist attractions. It is
expected that a strategic collaboration between the providers of tourist attractions
and the corporation as the organizer of the event. In addition, at the end of the event,
every finalist and jury who stayed at the hotel will be given an online form that
served as feedback from the event activities and the hotel as a venue.
Participants involved in this event are all universities in Southeast Asia. In
this competition, participants who register are the ones who have a startup business
and ongoing research and need financial assistance or incubation. The participant's
task is to make a video, whether it is animated or not, that can explain the entire
business or research that is being carried out. After that, the chosen finalists will be
required to bring prototypes or anything that can explain their business or research,
also make a presentation that will be contested on the peak night of the competition.
Meanwhile, the jury in this activity is divided into 2, the jury to determine the
finalists, and the jury to determine the winner at the top event. The finalist judges
are parties in companies, universities, incubator institutions, and related agencies,

ix
who are invited directly by the corporation. The judges will be expected to come to
the closing event at the hotel to choose finalists who will be funded later. To make
it more interesting, the judges are given a tour package promo. Promotion of tour
packages can be done by collaborating with e-commerce providers of online travel
tickets. Thus, the e-commerce application of the online travel ticket provider can
later become a place for voting by the jury. Thus, this has the potential to become
a strategic partnership that benefits the application provider and the corporation.
Where the application is used, this can be part of the promotion of application
providers to the same target market. Meanwhile, on the corporate side as the
organizer, this collaboration will be an online promotion for hotel products and
events to be held. Then, the deciding jury to decide who will win, are strategic
parties both from the relevant government bureau and the employers' choice of
organizers.
This program is part of the promotion to MICE market target, which is
purposed to introduce the facilities of The Trans Luxury Bandung has to offer. It is
meant to aim MICE target market which is entrepreneur/CEO/one of the decision
makers in the company, investors, and related government agencies, both local and
foreign. Thus, the main quantitative indicator expected from this program is that
the hotel gets another MICE market, mainly from Southeast Asia, so that the market
can later return, both as FIT and MICE segment visitors. Meanwhile, the main
qualitative indicators expected from this program, namely the hotel can learn to
become visitors' suggestions based on feedback form that has been given. In
addition, this program is also a form of real corporate concern in the fields of
education and economy.

Chapter 3: Conclusion
Bandung is a creative city and educational city, with attractive diversified
tourist attractions. Therefore, Bandung should gain more potential with a bigger
market for MICE. The Trans Luxury Hotel is a luxurious hotel that has its own
characteristics, it has equipped with the sophisticated facilities, located at the
strategic place in Bandung. It has 2 biggest market share segments that has been
aimed by the hotel, which are FIT market (Free Individual Traveler) and MICE

x
(Meetings, Incentives, Conferences, and Exhibitions). FIT market segment is a
market segment that heavily relied on holiday seasons. Thus, with the potentials
from Bandung, this matter could be an opportunity for corporation, furthermore it
could make a consistent trend on gaining the hotel revenue. Currently, locals
corporation and government bureau are the top contributors for MICE segments.
The program has been designed to combine exhibition and incentive segments,
and trying to gain international market, in this case is Southeast Asia. Usually MICE
market consists of group of entrepreneur or important peoples that handle some
decisions in a company or institution, and related government bureau. Therefore,
the program has been designed to purposely give reasons to the market targets for
visiting the hotel. According to the previous matters, the discussion result gave an
idea to construct an event that include funding competition, research fair, and
startup on higher education across the Southeast Asia. Thus, hopefully in the future
the event will make an opportunity to introduce around the hotel facilities and
services to the market targets. This matter can make the market targets revisit the
hotel, either as guests in FIT segment or MICE. Therefore, the main quantitative
indicator is expected from this program, that the hotel will gain another MICE
market, mainly in Southeast Asia, thus the market target will be getting back, as
tourists from FIT or MICE segments. On the other hand, the main qualitative
indicator is expected from this program, that the hotel will be gaining some advices
from the guests through forms of feedback that have been given. Apart from that,
this program is also part of the realization from corporation to support education
and economic sectors.

xi
BIBLIOGRAPHY

Blank, S. 2010. What’s a Startup? First Principles. Accessed on 30 th October 2019,

from http://steveblank.com/2010/01/25/whats-a-startup-first-principles
Damanik, C. 2015. UNESCO Masukkan Koa Bandung dalam Jaringan Kota
Kreatif. Accessed on 30th October 2019, from
https://regional.kompas.com/read/2015/12/12/12351701/UNESCO.Masukkan
.Kota.Bandung.dalam.Jaringan.Kota.Kreatif
Firdaus, F. 2019. Kemenpar Angkat Potensi MICE Indonesia di INAMICE 2019.
Accessed on 29th October 2019, from
https://news.okezone.com/read/2019/04/10/1/2041387/kemenpar-angkat-
potensi-mice-indonesia-di-inamice-2019
Kesrul, M. 2004. Meeting, Incentive Trive, Conference, Exhibition. Jakarta: Graha
Ilmu.
Kurnia, F. I. 2018. Mengapa Teknologi Indonesia Kurang Maju. Accessed on 30 th
October 2019, from
https://www.kompasiana.com/fadhilimam/5ad47de85e13730e0825e112/men
gapa-teknologi-indonesia-kurang-maju?page=all
Nursyabani, F. 2019. Kota Bandung Raih Penghargaan Kota Terbaik Pariwisata
IAA 2019. Accessed on 29th October 2019, from
https://www.ayobandung.com/read/2019/07/24/58597/kota-bandung-raih-
penghargaan-kota-terbaik-pariwisata-iaa-2019,
Putra, Y. M. P. 2017. Wisata MICE Berpotensi Jadi Andalan Pendapatan Devisa.
Accessed on 29th October 2019, from
https://www.republika.co.id/berita/koran/leasure/14/06/10/gaya-
hidup/travelling/17/09/27/owy13s284-wisata-mice-berpotensi-jadi-andalan-
pendapatan-devisa
Siaran Pers Kemenristekdikti. 2019. Menristekdikti Umumkan Klasterisasi
Perguruan Tinggi Indonesia 2019, Fokuskan Hasil dari Perguruan Tinggi.
Accessed on 29th October 2019, from
https://ristekdikti.go.id/kabar/menristekdikti-umumkan-klasterisasi-
perguruan-tinggi-indonesia-2019-fokuskan-hasil-dari-perguruan-
tinggi/#Ws5PE7GEYbxceI82.99

xii
Silalahi, S. A. F. 2017. Perkembangan dan Tantangan Perusahaan Start-up
Nasional. Majalah Info Singkat: Ekonomi dan Kebijakan Publik, Vol. IX,
No.16/II/Puslit/Agustus/2017
Telecomreviewasia.com. (29 Agustus 2019). Asian invasion: The rise of the
Southeast Asian startup scene. Accessed on 30th October 2019, from
https://www.telecomreviewasia.com/index.php/news/featured-articles/1684-
asian-invasion-the-rise-of-the-southeast-asian-startup-scene

xiii