Marketing Strategy in Increasing Ballroom Sales at New Kuta Hotel

Authors

  • Monika Aprilia Wulandari Politeknik Negeri Bali
  • Elvira Septevany Politeknik Negeri Bali
  • I Gusti Agung Mas Krisna Komala Sari Politeknik Negeri Bali
  • I Ketut Suarta Politeknik Negeri Bali

DOI:

https://doi.org/10.22334/jbhost.v6i2.225

Keywords:

Marketing Strategy, Marketing Mix, Increasing Ballroom Sales

Abstract

This research aims to increase ballroom sales at New Kuta Hotel, to find out marketing strategies that should be used by the sales & marketing departments to increase ballroom sales and to find out which strategies are most effective in marketing strategies by sales & marketing department. The analysis techniques used are qualitative descriptive analysis, quantitative descriptive analysis, Internal Factor Analysis Summary Matrix (IFAS), External Factor Analysis Summary Matrix (EFAS), Internal–External Matrix (IE), SWOT Analysis and Quantitative Strategic Planning Matrix (QSPM). Based on the results of IFAS matrix analysis, the main strength is the ballroom sales can help increase hotel revenue, while the main weakness is the incentives imposed by the sales & marketing departments are less appropriate. Based on the EFAS matrix analysis, it was discovered that the main opportunity was the ability of sales & marketing to bring in customers while the main threat faced was the budget considered by the customer. The IE Matrix study results put the company in the Growth Strategic (Cell II) position. SWOT analysis produced eight alternative strategies of marketing strategies from the eight strategies and obtained three marketing strategies that were prioritized and calculated through QSPM Matrix with a total TAS of 181.29.

Author Biographies

Monika Aprilia Wulandari, Politeknik Negeri Bali

Department of tourism

 

Elvira Septevany, Politeknik Negeri Bali

Depastment of tourism085255068354

I Gusti Agung Mas Krisna Komala Sari, Politeknik Negeri Bali

Departement of tourism

I Ketut Suarta, Politeknik Negeri Bali

Tourism Department

References

Hawari, F., & Dinastry, R. S. (2016). Redesain Interior Ballroom Multifungsi Edelweissm Untuk Meningkatkan Kualitas Akustik (Studi Kasus: Ballroom Edelweiss Idjen Suites Malang, Jawa Timur). Jurnal Sains Dan Seni ITS, 5(2), 2337–3520.

Kesrul, M. (2004). Meeting Incentive Trip Conference Exhibition. Graha Ilmu.

Kotler, P., & Kevin, K. (2012). Marketing Management (14th ed.). Pearson Prentice Hall.

Murti, S., & Soeprihanto, J. (2010). Pengantar Bisnis (Dasar-dasar Ekonomi Perusahaan) (5th ed.). Liberty Yogyakarta.

Permadi, S. Y., Djawa, D., & Sangari, F. (2016). Analisis Forecast Banquet Revenue Pasca Renovasi Grand Ballroom. Jurnal Hospitaliti Dan Pariwisata, 3(2), 114 – 232.

Rangkuti, F. (2016). Analisis SWOT Teknik Membedah Kasus Bisnis. Gramedia Pustaka Utama.

Setyorini, H., Effendi, M., & Santoso, I. (2016). Analisis Strategi Pemasaran Menggunakan Matriks SWOT dan QSPM (Studi Kasus: Restoran WS Soekarno Hatta Malang). Industria: Jurnal Teknologi Dan Manajemen Agroindustri, 5(1), 46–53.

Simanjuntak, M. (2013). Opportunity for tourism professional development in Indonesia. Binus Business Review, 4(1), 473–486.

Sugiyono. (2015). Metode penelitian pendidikan: Pendekatan kuantitatif, kualitatif dan R & D. Alfabeta.

Trimurti, C. P., & Utama, I. G. B. R. (2019). An investigation of tourism motivation and tourist attraction of tourists to bali. JMK, 21(2), 130–133.

Wagey, A. B., Pitanatri, P. D. S., & Sujatha, D. K. (2020). Marketing Communications Mix Strategy to Improve Room Sales at The Ritz Carlton Jakarta Mega Kuningan. (TRJ) Tourism Research Journal, 4(1), 45–61.

Downloads

Published

2020-12-16

How to Cite

Wulandari, M. A., Septevany, E., Komala Sari, I. G. A. M. K., & Suarta, I. K. (2020). Marketing Strategy in Increasing Ballroom Sales at New Kuta Hotel. Journal of Business on Hospitality and Tourism, 6(2), 177–189. https://doi.org/10.22334/jbhost.v6i2.225

Issue

Vol. 6 No. 2 (2020): JOURNAL OF BUSINESS ON HOSPITALITY AND TOURISM

Section

Articles

License

Authors who publish with this journal agree to the following terms:

Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.

Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.

Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).