Business Development Strategy Analysis Using the BCG Matrix at Griya Inayah Syariah Lodging Bandar Lampung

Abstract

Tourism in Indonesia has become a strategic sector in the national economic system that contributes greatly to state revenue. The high mobility of people or tourists in Bandar Lampung City has an impact on the increasing need for lodging services to rest. Currently, lodging service companies in Bandar Lampung have a large number of economy class hotels to stars. This study aims to determine the position of the Boston Consulting Group (BCG) Matrix quadrant and the strategies that can be used by Penginapan Griya Inayah based on the results of the Boston Consulting Group matrix. The research method used is a qualitative research method with a descriptive approach. Data analysis techniques are carried out by measuring market growth rates, measuring relative market share, and creating a Boston Consulting Group (BCG) Matrix based on the results of TPP and PPR calculations. The results of this study are known based on the Boston Consulting Group matrix that Penginapan Griya Inayah Syariah is in quadrant III, namely cash cow, it is known that the market growth rate of Penginapan Griya Inayah Syariah was recorded at 8.7%, which is included in the low market growth category. At the same time, the relative market share owned by Penginapan Griya Inayah Syariah was 1.07 times in 2022 and increased to 1.1 times in 2023. The right strategy to use in this cash cow quadrant position is to harvest (Harvest) or in other words, the harvest strategy aims to utilize the business unit or product as optimally as possible. There are several strategies that must be implemented by Penginapan Griya Inayah Syariah in order to increase the market growth of Penginapan Griya Inayah Syariah.