Date: 20-09-2020 Digital Publication Services : OSREL | JABM | JAM | ABMR | ABMCS

PENERAPAN STRATEGI PEMASARAN DENGAN ANALISIS SWOT UNTUK MENINGKATKAN DAYA SAING PADA HARRIS HOTEL & CONVENTIONS MALANG

Detail
Author FIFI
Category Manajemen Pemasaran

Abstract

This study aims to determine marketing strategies Harris Hotel & Convention Malang. This study tested using SWOT analysis is to identify the various factors of internal and external analysis of the company are internal factors (strengths and weaknesses) and external factors (opportunities and threats) are then formulated in Cartecius diagram, and Matrix Swot. From the analysis on the Cartecius diagram it appears that the position of Harris and Convention Malang is located on the first quadrant which indicates that the Harris Hotel & Convention have faced some of the opportunities and the forces that push to get these opportunities. In the SWOT matrix There are four alternative strategies that can be applied Harris Hotel & Convention Malang. In the SO strategy, can take advantage of all the power of the hotel which has a facility and the good service reputation through the development of increasingly sophisticated technology can facilitate promotional activities so many opportunities to capture new customers, the WO strategy can cooperate with travel agencies not only in the country but also overseas travel agents and providing travel packages with affordable prices, ST Strategies to overcome the threat of types of products are easily imitated the hotel Harris Hotel & Convention Malang must continue to innovate on products and services that different from competitor, and the WT strategies can utilize the website to keep updated on all the good information about the promo to be issued or event to be held.