| Summary: | This research aims to find the overall duty of sales and marketing
department, as well as to analyze market segmentation in order to determine the
target of market, so that the best marketing strategy can be applied to the hotel
management of Ros In Hotel Yogyakarta. The marketing strategy is a very
important point that determines the achievement of the goal of the hotel,
especially in increasing the rate of room sales and providing great service for the
guests.
This research uses primary and secondary data, and the analysis uses the
quantitative method. The researcher directly observed the hotel and collected the
data from various resources, so that the result compiled can help finding the
current marketing strategy applied. The market segmentation is also described
based on the data of Ros In Hotel guests during the year of 2013. From the data,
the marketing strategy application is found, supported by the in-depth interview
with the marketing department.
The result of this research shows that the duty and responsibility of the
sales and marketing department of Ros In Hotel actually determines the success of
the marketing strategy. The market segmentation process done by the marketing
department is considered successful in applying the mixed marketing strategy.
The application of the policy of product, price, distribution and promotion in each
of the segmentation market is distinguished based on the needs of the guests.
However, the income of sales of room from the airline and travel agency section
is still developable, thus even better marketing strategy is needed in the future.
Keywords: Market Segmentation, Marketing Mix
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