Ervina, Ervina
(2018)
The analysis of Aston Pluit Hotel in adaptation to Chinese consumers.
Bachelor thesis, Universitas Pelita Harapan.
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Abstract
The purpose of this internship report is to analyze the analysis of Aston Pluit Hotel in adaptation to Chinese consumers. The intern had interned from 3rd July to 30th October 2017 in Aston Pluit Hotel as Public Relation Officer. Aston Pluit Hotel is a hotel chain from Archipelago International group, onginally from Hawau then developing in Indonesia. During the internship period, the author analysed that the hotel industry is targeting on Chinese consumers. Through the analysis, Chinese consumers are the second largest consumption after Indonesia consumers In the process of analysis, the author used some theories of cultural diversity, cultural globalization, cross cultural communication and consumer perception. Some marketing tools such as SWOT analysis and STP analysis are being implemented to suppor this internship analysis report. From the theories and implemented to practical, the author concludes that the hotel industry still have barriers with Chinese consumers due to language differences and cultural differences. Based on the conclusion, the author recommends that Aston Pluit Hotel: (1) need implement differentiation strategy, (2) new market targeting and (3) developing social marketing concept. Aston Pluit Hotel can try to expand the Chinese consumers in the industry.
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