Judul: Analisis Strategi Pemasaran Jasa Sempur Park Hotel, Bogor
Abstrak: Indonesia has a lot of industries in the service sector, one of which is the hospitality industry. National hotel and restaurant industries are predicted to grow about 5% in 2011. The growth of the hospitality industry is inseparable from the image of Indonesia as one tourist destination in the world. Bogor City is one of the tourist destination in Indonesia which are supported by the provision of accommodation facilities in the form of hospitality services. Sempur Park Hotel is one of the most unique three stars hotel in Bogor City that uses eco-friendly concept. Sempur Park Hotel whose productivity is not maximized need to do the appropriate steps in establishing the marketing strategy in order to maximize the occupancy rate, dominate the market, and compete successfully, so as to provide benefits to the company. The purpose of this research are as follows : (1) Identify and analyze internal environmental factors (strengths and weaknesses) of Sempur Park Hotel, (2) Identify and analyze the external environmental factors (opportunities and threats) which is faced by Sempur Park Hotel, (3) Formulate and select alternatives of the appropriate marketing strategy services for Sempur Park Hotel is based on the results of the analysis. The data used in this research consisted of two types, is primary and secondary data. The analysis in this research is started by identifying the internal and external environmental factors of company. Strategy formulation through three stages of implementation. The first stage is the input stage by using IFE and EFE matrix. Total score on the IFE and EFE matrix of 2.731 (>2.5) and 3.054 (>2.5) which indicates that the internal position of the company is strong enough to compete and have a good strategy in exploiting the opportunities and overcome the threats.The second stage is the matching stage by using SWOT matrix. Based on the analysis of SWOT matrix, it has obtained eight alternatives of marketing strategy. The third stage is the the decision stage by using AHP to establish priorities the right marketing strategy for the company. The tool used was Microsoft Excel 2007 program. Priorities of marketing strategy that recommended for Sempur Park Hotel, is : (1) Enhance the brand image or the image of hotel with improve the quality of hotel services and facilities based on international standards in the field of three-star hotel and maintaining a competitive price level, (2) Enhance the brand image or the image of hotel with the best service by providing regular training to employees for improve the quality of their human resources, improving the working standards, and providing incentives / awards for their work performance, (3) Add facilities such as hotel rooms, a ballroom, and facilities for family leisure activity in accordance with latest standards so as to increase sales and productivity of hotel.
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Judul: Competitiveness Strategy of SLIH Hotel in the Hospitality Industry in Bogor
Abstrak: HOTEL SLIH adalah Hotel Business & Leisure dengan arsitektur modern yang berlokasi di kawasan Sentul Bogor. Hotel ini memiliki 12 ruang serbaguna yang biasa digunakan untuk pertemuan, insentif, konvensi, dan pameran dari berbagai organisasi dan instansi. Hotel ini tidak hanya cocok untuk pebisnis dan keluarga tetapi juga bagi orang yang ingin mencoba lintasan Arena Balap Sentul. Penelitian ini bertujuan untuk merumuskan strategi pengembangan daya saing bisnis perusahaan dengan memberikan rekomendasi strategi alternatif. Metode pengumpulan data yang digunakan dalam penelitian ini adalah depth interview, kuesioner, dan survei. Metode analisa lingkungan internal perusahaan menggunakan pendekatan value chain, untuk analisa lingkungan eksternal menggunakan pendekatan five forces porter dan PEST (Politic, Economy, Social, Technology), dan penentuan urutan prioritas strategi menggunakan metode AHP (Analitycal Hierarchy Process). Hasil penelitian menunjukkan kekuatan utama yang dimiliki HOTEL SLIH adalah kualitas pelayanan dan produk yang dihasilkan, sedangkan faktor yang menjadi kelemahan adalah par stock linen yang masih kurang dan sistem cek kamar 3 minutes release yang masih belum berjalan. Analisis faktor eksternal menghasilkan peluang kunci yang ada adalah perkembangan teknologi pada industri perhotelan, sedangkan faktor utama yang menjadi ancaman perusahaan adalah persaingan industri perhotelan. Berdasarkan hasil pembobotan AHP urutan prioritas strategi yang dihasilkan antara lain adalah Peringkat pertama adalah Menjaga kualitas pelayanan dan menambahkan value pelayanan, Peringkat kedua adalah Pemenuhan dan penigkatan fasilitas kamar, Peringkat ketiga adalah Penyesuaian anggaran belanja perusahaan dengan kondisi ekonomi nasional, Peringkat keempat adalah Penerapan teknologi terkini untuk mempermudah sistem kerja dan distribusi produk serta pelayanan kepada tamu, dan pembenahan sistem SDM yang menyangut hak dan kewajiban, Peringkat kelima adalah penyesuaian rencana kerja organisasi yang sesuai dengan kondisi politik nasional, Peringkat keenam adalah Mengemas paket produk dan pelayanan secara unik sesuai market segmen pada periode tertentu, dan peringkat ketujuh adalah pengadaan tender barang terbuka
Keyword: Hotel, value chain, SWOT, AHP

Judul: Posisi Filogenetik Kura-Kura Carettochelys Insculpta  (Reptillia: Testudinata)
Abstrak: Carettochelys insculpta is an endemic freshwater turtle of southern Papua and northern Australia. Phylogenetic position of this turtle is remain unresolved until now. Most of the research conducted show close relationships of C. insculpta and members of Trionychidae family. However, some of the research show distance between C. insculpta and members of Trionychidae family. This research is conducted to analyze phylogenetic relationship between C. insculpta and other members of Testudinata using 12S rRNA, 16S rRNA, and both gene as markers. DNA samples were obtained from three different organisms of C. insculpta. Two species used as outgroups were Alligator mississippiensis and Iguana iguana. Phylogenetic analysis was carried out using Neighbor-Joining method with Felsenstein 1981 (F81) modeltest. A polytomy tree of Testudinata was produced by using 12S rRNA gene. However, analysis using 16S rRNA and both genes as markers confirmed that C. insculpta was located between the Chelonidae and the Trionychidae family.
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