This study would discuss the re-formulation of Bali Baliku Villa's Business Strategy. Located in Jimbaran, Bali Baliku Villa as a new villa had suffered from the bombing attacks that occurred in Bali in 2002 and 2005, which resulted in low occupancy rates. Bali Baliku has put its beach-front location as its key attraction factor, however, the villa is lacking in distinctive competencies, since nearby competitors also claim to offer beach location and similar facilities.

In this study, the group planned to develop a sound business strategy for Bali Baliku Villa to counter its current problems as well as to assure its sustainability in the future. This strategy was formulated by firstly assessing the current management perception of Bali Baliku Villa and its competitors. Next, the group analyzed the consumers' needs and market trend. Lastly, the group formulated with both short and long term strategy by considering Bali Baliku' s strengths and weaknesses, and identifying the threats and opportunities in the market.

In the Short Term Strategy, the group proposed 3 solutions. The first solution is to exploit the neighbourhood environment, which includes partnerships with local cafes and sponsoring events within the Jimbaran area in exchange for the villa's exposure / publications. Then, we also proposed to leverage the new European and Asian markets, particularly China, Hong Kong, Singapore, Malaysia, and Russia. These markets were proposed after considering their socio-economic situations and their increasing interest in Bali's tourism. Lastly, we proposed to use e-Marketing to accompany Direct Sales Effort. Features that are essential in this e-Marketing are Web site design and Optimization, Electronic Customer relationship Management, Consumer Generated Media, and Best Rate Guarantee via on-line booking.





Research Location : Bali Baliku Villa

Confidential until 2012