Distribution Channel Analysis of Citra Hotel Legian
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Institusion
Sekolah Tinggi Manajemen Ipmi
Author
Nadhila, Adlina
Subject
HD Industries. Land use. Labor
Datestamp
2020-01-18 08:26:15
Abstract :
Citra Hotel, Legian Bali is a 5 stars luxurious hotel managed by M hotel chain management. The type of The hotel is M?s Autograph Collection started the business since 12 December 2012. This study focused on analyzing the performance of trade marketing, profitability of distribution channel and the best distribution channel for the hotel. This study identified the company general analysis, distribution channels analysis by comparing the net value between the non ? distribution channel revenue and distribution channel revenue, and statistical analysis using independent T ? test. There are 5 factors affected the revenue, such as holiday season, social & culture, government, technology, competitors, and distribution channels. Distribution channels the hotel use are wholesaler, group wholesaler, e-channel and corporate group. Based on independent T ? test, the null hypothesis is accepted so there is no difference between the distribution channel and distribution channel strategy. So, from the whole analysis, the best distribution channel for Citra Hotel is group wholesale total, followed by wholesale total. But, none of non distribution channel and distribution channel are profitable for the company.
Citra Hotel, Legian Bali is a 5 stars luxurious hotel managed by M hotel chain management. The type of The hotel is M?s Autograph Collection started the business since 12 December 2012. This study focused on analyzing the performance of trade marketing, profitability of distribution channel and the best distribution channel for the hotel. This study identified the company general analysis, distribution channels analysis by comparing the net value between the non ? distribution channel revenue and distribution channel revenue, and statistical analysis using independent T ? test. There are 5 factors affected the revenue, such as holiday season, social & culture, government, technology, competitors, and distribution channels. Distribution channels the hotel use are wholesaler, group wholesaler, e-channel and corporate group. Based on independent T ? test, the null hypothesis is accepted so there is no difference between the distribution channel and distribution channel strategy. So, from the whole analysis, the best distribution channel for Citra Hotel is group wholesale total, followed by wholesale total. But, none of non distribution channel and distribution channel are profitable for the company.
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