IMPLEMENTING NEW STRATEGIES IN ASTON RASUNA JAKARTA (CASE STUDY TOWARD ASTON RASUNA JAKARTA)

Abstract

This final project is aimed to increase the sales of Aston Rasuna Corporate and Rasuna Website for higher revenue in Aston Rasuna Jakarta. Currently, Aston Rasuna strategy focused on maximizing the sales of long staying guest and online travel agent. However, this condition affects to lower average room revenue of Aston Rasuna and cause Aston Rasuna has a difficulty to achieve their revenue target and sustain in the market. By observation and closely analyzed the data, then the action plan for the solving was developed by implementing several strategies in Sales and Marketing Department. The strategies implemented were mobilize sales team to get more corporate confirm business with COR C rate, minimize the travel agent allotment by merging free sell to travel allotment, optimize email campaign and give more allotment in Aston Rasuna website. The implementation of the strategies by estimation will result in the achieving of average room revenue budget and the increment of average room revenue by thirty percent (30%).