ABSTRACT
ABC Hotel has existed as budget hotel for approximately 20 years, upheavalof tight competition in the budget hotels affect to ABC Hotel in the future. Today,ABC hotel is facing a lot of challenges to survive in the competition. Navigate thecompany to create more customer values is a road to competitiveness to survivewithin the industry. ABC Hotel can create more portfolios of competitive actionconforms of its competitor to gather brand equity and loyalty. Those portfolioactions mixed with strategy pursuing value innovation. Value innovation can bereach by identifying guests? needs with new superior value for mass buyers andaffordable price