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ABSTRACTABC Hotel has existed as budget hotel for approximately 20 years, upheaval
of 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 the
company to create more customer values is a road to competitiveness to survive
within the industry. ABC Hotel can create more portfolios of competitive action
conforms of its competitor to gather brand equity and loyalty. Those portfolio
actions mixed with strategy pursuing value innovation. Value innovation can be
reach by identifying guests? needs with new superior value for mass buyers and
affordable price"
