IMPLEMENTATION OF MARKETING STRATEGY IN INCREASING CHINA MARKET TO STAY AT GRAND INNA KUTA THROUGH AFTERNOON TEA SALES
This study discusses the strengths and weaknesses of the strategic marketing mix owned by the Grand Inna Kuta hotel. The data collection technique used was purposive sampling. Data collection was carried out by observation, interview, documentation study, and distributing questionnaires with a total...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Politeknik Negeri Bali
2020-03-01
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| Series: | Journal of Applied Sciences in Travel and Hospitality |
| Subjects: | |
| Online Access: | http://ojs.pnb.ac.id/index.php/JASTH/article/view/1783 |
| _version_ | 1818850398088200192 |
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| author | Putu Elita Rembulan I Ketut Astawa I Ketut Budarma |
| author_facet | Putu Elita Rembulan I Ketut Astawa I Ketut Budarma |
| author_sort | Putu Elita Rembulan |
| collection | DOAJ |
| description | This study discusses the strengths and weaknesses of the strategic marketing mix owned by the Grand Inna Kuta hotel. The data collection technique used was purposive sampling. Data collection was carried out by observation, interview, documentation study, and distributing questionnaires with a total number of respondents as many as 14 respondents consisting of relevant departments of the Sales and Marketing Department and the Food & Beverage Department. The analysis technique used in this study is the SWOT analysis technique (Strength, Weakness, Opportunity, Threat). In the results of the study there were 9 internal indicators that became strengths, and 7 internal indicators that became weaknesses. Then, there are 3 external indicators that become opportunities, and 3 external indicators that pose a threat. In the SWOT matrix analysis technique, there are 2 strategies for maximizing strength and opportunity, namely providing attractive prices and adding new menu variants, 3 strategies to maximize strength to minimize obstacles that consist of replacing furniture with new ones, adding music to restaurants, and presenting products creatively, 2 strategies to maximize opportunities by minimizing weaknesses are by paying attention to where the products are presented and adding special items, and 2 strategies to minimize threats and weaknesses such as giving special prices for booking groups and redesigning layouts rather than restaurants. |
| first_indexed | 2024-12-19T06:48:30Z |
| format | Article |
| id | doaj.art-ca4edfc003b84ba9a281220dccda979f |
| institution | Directory Open Access Journal |
| issn | 2622-8319 |
| language | English |
| last_indexed | 2024-12-19T06:48:30Z |
| publishDate | 2020-03-01 |
| publisher | Politeknik Negeri Bali |
| record_format | Article |
| series | Journal of Applied Sciences in Travel and Hospitality |
| spelling | doaj.art-ca4edfc003b84ba9a281220dccda979f2022-12-21T20:31:51ZengPoliteknik Negeri BaliJournal of Applied Sciences in Travel and Hospitality2622-83192020-03-0131516010.31940/jasth.v3i1.1783IMPLEMENTATION OF MARKETING STRATEGY IN INCREASING CHINA MARKET TO STAY AT GRAND INNA KUTA THROUGH AFTERNOON TEA SALESPutu Elita Rembulan0I Ketut Astawa1I Ketut Budarma2Politeknik Negeri BaliPoliteknik Negeri BaliPoliteknik Negeri BaliThis study discusses the strengths and weaknesses of the strategic marketing mix owned by the Grand Inna Kuta hotel. The data collection technique used was purposive sampling. Data collection was carried out by observation, interview, documentation study, and distributing questionnaires with a total number of respondents as many as 14 respondents consisting of relevant departments of the Sales and Marketing Department and the Food & Beverage Department. The analysis technique used in this study is the SWOT analysis technique (Strength, Weakness, Opportunity, Threat). In the results of the study there were 9 internal indicators that became strengths, and 7 internal indicators that became weaknesses. Then, there are 3 external indicators that become opportunities, and 3 external indicators that pose a threat. In the SWOT matrix analysis technique, there are 2 strategies for maximizing strength and opportunity, namely providing attractive prices and adding new menu variants, 3 strategies to maximize strength to minimize obstacles that consist of replacing furniture with new ones, adding music to restaurants, and presenting products creatively, 2 strategies to maximize opportunities by minimizing weaknesses are by paying attention to where the products are presented and adding special items, and 2 strategies to minimize threats and weaknesses such as giving special prices for booking groups and redesigning layouts rather than restaurants.http://ojs.pnb.ac.id/index.php/JASTH/article/view/1783marketing mix strategyafternoon teaswot analysischinamarket |
| spellingShingle | Putu Elita Rembulan I Ketut Astawa I Ketut Budarma IMPLEMENTATION OF MARKETING STRATEGY IN INCREASING CHINA MARKET TO STAY AT GRAND INNA KUTA THROUGH AFTERNOON TEA SALES Journal of Applied Sciences in Travel and Hospitality marketing mix strategy afternoon tea swot analysis chinamarket |
| title | IMPLEMENTATION OF MARKETING STRATEGY IN INCREASING CHINA MARKET TO STAY AT GRAND INNA KUTA THROUGH AFTERNOON TEA SALES |
| title_full | IMPLEMENTATION OF MARKETING STRATEGY IN INCREASING CHINA MARKET TO STAY AT GRAND INNA KUTA THROUGH AFTERNOON TEA SALES |
| title_fullStr | IMPLEMENTATION OF MARKETING STRATEGY IN INCREASING CHINA MARKET TO STAY AT GRAND INNA KUTA THROUGH AFTERNOON TEA SALES |
| title_full_unstemmed | IMPLEMENTATION OF MARKETING STRATEGY IN INCREASING CHINA MARKET TO STAY AT GRAND INNA KUTA THROUGH AFTERNOON TEA SALES |
| title_short | IMPLEMENTATION OF MARKETING STRATEGY IN INCREASING CHINA MARKET TO STAY AT GRAND INNA KUTA THROUGH AFTERNOON TEA SALES |
| title_sort | implementation of marketing strategy in increasing china market to stay at grand inna kuta through afternoon tea sales |
| topic | marketing mix strategy afternoon tea swot analysis chinamarket |
| url | http://ojs.pnb.ac.id/index.php/JASTH/article/view/1783 |
| work_keys_str_mv | AT putuelitarembulan implementationofmarketingstrategyinincreasingchinamarkettostayatgrandinnakutathroughafternoonteasales AT iketutastawa implementationofmarketingstrategyinincreasingchinamarkettostayatgrandinnakutathroughafternoonteasales AT iketutbudarma implementationofmarketingstrategyinincreasingchinamarkettostayatgrandinnakutathroughafternoonteasales |