STRATEGIC MANAGEMENT FOR BUSINESS GROWTH AND SUSTAINABILITY: A CASE STUDY OF VILLA TIRTARUM
Abstrak
This study explores strategic management practices to support business growth and sustainability in the context of
Villa Tirtarum, a hospitality business located in Canggu, Bali. As competition intensifies in Bali’s villa
accommodation sector, Villa Tirtarum must continuously adapt its strategy to maintain relevance and profitability.
This research applies a qualitative case study approach to evaluate the internal and external environment of the villa,
aiming to identify effective strategies for sustainable business development. The analysis uses key strategic tools,
including the Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) matrices, supported by
frameworks such as VRIO, PESTEL, and Porter’s Five Forces. Data were collected through observation and
unstructured interviews with nine key informants representing management, customers, competitors, experts, and local
stakeholders. Based on the SWOT matrix, strategic alternatives were developed and further evaluated using the
Quantitative Strategic Planning Matrix (QSPM) to determine the most appropriate strategy. The study concludes with
strategic recommendations designed to enhance Villa Tirtarum's competitive positioning and long-term sustainability
in Bali’s dynamic hospitality market.
Keyword - Strategic management, Business sustainability, Hospitality industry, VRIO framework, QSPM matrix
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