The Marketing Strategy of Hermes Palace Hotel Banda Aceh for Improving Global Market Competitiveness

Miranda Hakim, Harbiyah G Harbiyah G

Abstract


Marketing strategy is a plan designed to compete in the market on a sustainable basis. Hermes Palace Hotel Banda Aceh is the only five-star hotel in Aceh, located on Jalan T. Panglima Nyak Makam, Lambhuk, Ulee Kareng, Banda Aceh, Aceh. Competitiveness refers to the ability of a company to excel in service and product delivery compared to other companies. The global market is a marketplace whose scope covers the entire world or the international level.The research problem of this study is: What are the marketing strategies of Hermes Palace Hotel Banda Aceh in enhancing competitiveness in the global market? The objective of this study is to describe the strategies employed by Hermes Palace Hotel Banda Aceh to strengthen its competitive advantage in the global market. The research method applied in this study is a qualitative approach. The research data were obtained through semi-structured interviews with two respondents, namely the Assistant Sales Marketing Manager and a Sales Marketing Staff member. The findings of this study reveal that Hermes Palace Hotel Banda Aceh has successfully competed in the global market. The strategies implemented have proven effective in attracting guests to the hotel by employing digital marketing strategies, differentiation strategies, positioning and branding strategies, as well as global marketing strategies.


Keywords


Marketing Strategy; Competitiveness; Global market

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DOI: https://doi.org/10.30601/humaniora.v9i2.7336

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© Jurnal Humaniora : Jurnal Ilmu Sosial, Ekonomi dan Hukum. Published by Center for Research and Community Service (LPPM) University of Abulyatama, Aceh, Indonesia. 2019