Analisis Swot Sebagai Landasan Dalam Menentukan Strategi Pemasaran Pada Rameyza Tour & Travel Bondowoso

Dwi Andri Risqianto, Imam Suroso, Ridwan Iskandar, Stie Mandala Jember, U. Jember, Politeknik Negeri Jember
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引用次数: 1

Abstract

This study aims to determine alternative marketing strategies and their implications for marketing Rameyza Tour & Travel Branch Bondowoso. Analytical method used is SWOT analysis. Internal factor analysis (IFAS) and external factors (EFAS) are used to determine the firm's position through the quadrant table. IE Metrics and SWOT Metrics are used to determine marketing strategic formulations that are appropriate to current corporate conditions. The results showed that Rameyza Tour & Travel Bondowoso Branch is in quadrant V, this means marketing strategy that must be done is horizontal innovation strategy that is in applying its strategy focused on the addition or improvement to the implementation of the function of each activity in the business unit of Tour & Travel service . In the description of SWOT metrics, there are several alternative marketing strategies such as: 1) Improving partnership with institutions and schools, 2) Increasing online promotion to expand market, 3) Promoting promotion especially service for private tour and attracting foreign tourists. 4) Maintaining continuous service quality, 5) Expanding the market by adding products sold, such as aircraft ticketing service, and railways as a product-diversified form.
本研究旨在确定替代营销策略及其对邦多沃索拉米扎旅游分公司的影响。使用的分析方法是SWOT分析。内部因素分析(IFAS)和外部因素分析(EFAS)通过象限表来确定企业的位置。IE指标和SWOT指标用于确定适合当前企业条件的营销战略制定。结果表明,Rameyza Travel & Travel Bondowoso Branch处于象限V,这意味着必须做的营销策略是横向创新策略,即在应用其策略时,重点是增加或改进旅游服务业务单元中每项活动的功能实施。在SWOT指标的描述中,有几种可供选择的营销策略,如:1)改善与机构和学校的合作关系,2)增加在线促销以扩大市场,3)促进促销特别是为私人旅游服务,吸引外国游客。4)保持持续的服务质量。5)增加销售产品,扩大市场,如飞机票务服务,铁路作为产品多元化的形式。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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