SWOT ANALYSIS

THE DHARMAWANGSA JAKARTA

I. OVERVIEW

The Dharmawangsa Jakarta is 5 stars hotel in Jakarta. Located at Brawijaya

Raya Street no. 26, Pulo, Kebayoran Baru, Jakarta Selatan. Established since December
1st , 1997 by Alm. H. M. Soeharto as President of Indonesia. The Dharmawangsa Jakarta
is one of boutique hotel with 99 rooms. The building adapted by Dutch Colonial era
1940 with high door and high ceiling , garden in the city which make comfortable
environment to the guest.

The Dharmawangsa Jakarta named after one king from East Java whom put
good cornerstone to Majapahit Kingdom and made Majapahit at the golden age at Java
Island. The area which The Dharmawangsa Jakarta also name after him.

In the area, there is 4 building. Hotel building, Bimasena Club and 2 towers of
Dharmawangsa Apartment. All of them are manage by Puri Dharmawangsa Raya
Coorporation and have 2 section, Hotel and Apartment. Front hotel building consist of
2 floors and back hotel building consist of 9 floors. Bimasena Club consist of 4 floors.

Hotel building divide to 3 parts, i.e

1. Front verandah : Reception
2. Center room family room : Food outlet, lounge
3. Back verandah : Bimasena club (Gym, pool and spa)

Room design of The Dharmawangsa Jakarta has 5 different themes. That is

Sumatra, East Indonesia, Bali, Java and Java shores. Room total is 99 rooms divide 64
rooms and 35 suites with private balcony. The Dharmawangsa Jakarta logo called Surya.
In every ceiling of The Dharmawangsa Jakarta which reflect to the floor means as
reflection of the sun to the earth.

Interior design influenced by Majapahit reign. At lounge interior designed with

silk, ethnic linen and use Majapahti artefact. All design of uniform, rooms and
equipment influenced by Indonesia Culture.
 The Dharmawangsa Jakarta has 7 type rooms, i.e.

1. Executive Room
2. Senior Executive Room
3. Dharmawangsa Suite
4. Townhouse Suite
5. Deluxe Suite
6. Penthouse Suite
7. Presidential suite

With the theme of antique as well as modern Javanese building structural

strength at the point where the north and south across the east and west. The
Dharmawangsa heart is at the Majapahit Lounge, a place / facilities where simplicity of
the grandeur of the temple in the 14th century house, Candi Tikus where guests can
enjoy tropical flowers that there are all subjects while enjoying a cup of tea.

People behind plan and design of The Dharmawangsa Jakarta are 2 architect
Jasin Tedjakusuma from Jakarta and Don Sandy from San Fransisco. For Interior are
designed by Jaya Ibrahim as a consultant. All the building design as simply , trequil for
good rest in the city.

The Dharmawangsa Jakarta has purpose to be hotel that created a trend of

lifestyle through the concept of decoration , food , service and human resources in The
Dharmawangsa Jakarta to meet guest satisfaction.

The Dharmawangsa Jakarta has 7 food and beverage outlets. There are Jakarta
Restaurant, Sriwijaya Restaurant, The Dining Room, Majapahit Lounge, Penthouse
Lounge, cognac lounge and Sekitei Restaurant. Also has 2 ballroom and 12 meeting
rooms for function event.

The Dharmawangsa Jakarta is preserve as boutique hotel along with their

competitor. As the one and only five stars boutique hotel in Jakarta. Their competitor
is Grand Hyatt Jakarta, Mulia Hotel, J.W Marriott and Ritz Carlton Pacific Place.

At the first inauguration of The Dharmawangsa Jakarta, they are managed by

Rosewood (one of international hotel chain). The Dharmawangsa Jakarta not last long
with Rosewood then The Dharmawangsa Jakarta also cooperate with Leading Hotels
of The World, which is the luxury hospitality organization representing the world's
 finest hotels and resorts where the Leading Hotels of The World This helps The
Dharmawangsa in marketing their products.

Under management of the Rosewood The Dharmawangsa not get maximum

results as expected. Similarly, cooperation with the Leading Hotels of The World , The
Dharmawangsa also did not get the maximum results, even they get more loss.

After The Dharmawangsa left from the two world hotel management mentioned
above, The Dharmawangsa become an independent hotel management company and
perform all their own. With so precisely The Dharmawangsa can increase occupancy
levels far above compared when they were still together Rosewood and Leading Hotels
of The World. This can be achieved because the Dharmawangsa Jakarta management
did a lot of improvements in the transition that occurred during the six months to a year.
In terms of marketing strategy The Dharmawangsa pursuing a strategy of sales
promotion to create a corporate rate, besides The Dharmawangsa also improve his
advertising in the print media also social media, which previously (under Rosewood)
The Dharmawangsa Jakarta didn’t make promotion like this, then The Dharmawangsa
also improved power marketing with a number of media, including Harpers Bazaar,
Javakini Jakarta, Jakarta post, MAXX-M, and others.

Comparison when The Dharmawangsa Jakarta under Rosewood and as

independent hotel management are figured at table under.

Under Rosewood Without Rosewood

Low Revenue Increased Revenue

Low Occupancy rate Increased Occupancy Rate
Very Niche Market Niche Market
Butler 24 hours only for Deluxe suits and Butler 24 hours for all of type rooms
above
Marketing strategy: Marketing strategy:
a. Under management of Rosewood a. Stand as local management (fully
b. Coorporate with chain hotel support by Bimasena)
“Leading hotel of The World” b. Coorporate rate (oil company and
c. Marketing just do in overseas by mining company)
Rosewood. c. Personal selling
d. Market segment are expatriat
Promotion media: Promotion media:
a. TATLER a. TATLER
b. Prestige b. Jakarta Java Kini
c. Registry c. Prestige
d. Maxx-M
e. Harpers Bazaar
f. Java post
g. Registry
h. Hello Bali
i. Social media (Facebook, Instagram
etc)
j. Online travel agent (booking.com ,
hotels.com, expedia, traveloka,
agoda and etc)

Source : Management The Dharmawangsa Jakarta

From table above, we can see that The Dharmawangsa Jakarta do alot
improvement when stand as independent management. They do improvement in
marketing strategy that impact occupancy and revenue.

II. SWOT ANALYSIS

1. Strengh
The strength of The Dharmawangsa as a Five Star Boutique Hotel is a hotel of
international standard is :
 Offering the ambience of Indonesian culture that is quite thick and so
far there is not a boutique hotel which is consistent with the theme that
upheld since its inception. The Dharmawangsa Jakarta offer luxurious
Indonesia Culture experience in every aspect such as physically building,
interior design, equipment and product offer.
 Offering quiet, calm and tranquil place in busy city. Beside offering
luxurious Indonesia culture, The Dharmawangsa Jakarta offer their
calmness and tranquill place in Jakarta, guest can get Bali or Java
ambience without leaving Jakarta City.
 In terms of service / service The Dharmawangsa also symbolizes the
culture of Indonesia, namely hospitality, besides The Dharmawangsa is
the only five-star hotel that provides 24-hour Butler service for all types
of rooms are there at The Dharmawangsa.
 Has 2 big ballrooms and also 12 meeting rooms that can occupied more
than 6000 pax event.
  Constant rate which offering. The Dharmawangsa Jakarta sales strategy
are not same as the other hotel which offer really lowest rate to reach
good occupancy.
2. Weakness
 The Dharmawangsa Jakarta located in Jakarta Selatan which is quite
far from central jakarta and business district where their competitor
located.
 Manage by local. The Dharmawangsa Jakarta nowadays are
independent local hotel managed by themself. This is weak in
marketing aspect in overseas. Also they
 Technological development is little bit old school in the
Dharmawangsa Jakarta facilities.
 Social media marketing which still lack and conservative compare with
the competitor.
3. Opportunities
 Increase of market demand who need personalized service made
opportunities to The Dharmawangsa Jakarta
 As they reached 19 years old anniversary, The Dharmawangsa Jakarta
can show good loyalty of their employee and also clients especially
their relationship with goverment.
4. Threat
 Many new competitor five stars hotel in Jakarta.
III. SWOT MATRIX

OPPORTUNITY THREATS
External
 Market demand of  Technological
Personalize Service development should be
 High Customization increase
 Niche Market  Competitor from
international hotel chain
 Butler that offering in the
other hotel
Internal

STRENGTH ✓ The Dharmawangsa offer ✓ From Human Resource, The

24 hours butler service for Dharmawangsa Jakarta give
 Offering every guest in every types amount of training to reach
Indonesia Luxury of room their vision and mission.
Culture They also give good benefit
 Employee Training to their employee.
system to reach
service excellence
 Butler service
WEAKNESS ✓ The Dharmawangsa ✓ The Dharmawangsa Jakarta
Jakarta add more make partnership with
 Not located in marketing communication paper media and also social
central Jakarta strategy use paper, social media to show the product
 Lack of promotion media (Facebook, and services.
and advertise Instagram and many
more) and join in online
travel agents.