Analisis Strategi Promosi Perhotelan Di Surakarta

Linggar Safitri, Radita and -, Dr. M. Farid Wajdi, M.M., Ph.D and -, Dr. Muzakar Isa., SE., MSi (2019) Analisis Strategi Promosi Perhotelan Di Surakarta. Thesis thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze and provide empirical evidence about the Strategy of Hospitality Promotion in Surakarta amid the development of the Hospitality business in Surakarta. The marketing strategy used as a reference is the theory of five mix promotion from Cravens, David W and Nigel, (2003). This research was conducted on hospitality companies in the city of Surakarta which occupy different competitive positions, namely as market leaders, market challengers, and market followers. The analysis used, among others, Kotler (2010) which states, that the causes of differences in the position of competitive companies include differences in objectives, resources, size, and life cycle of the company. Differences in competition position will influence the marketing strategy used in competing with its competitors. Based on the results of the study, it was found that hotel A and B strategies viewed from the Promotion Mix point of view: Advertising, Personal Selling, Communication skills, Personal selling, Public relations, and Sales promotion would be very influential and the two hotels had similarities in how to promote. Whereas, the difference in hotel A and B strategies viewed from Hotel A's point of view explains that Advertising is the most important requirement in the sales process. While Hotel B is more direct Direct marketing or sales, even though advertising they use only as a tool or support for their selling

Item Type:	Karya ilmiah (Thesis)
Uncontrolled Keywords:	Marketing Strategy, Promotion Mix, MICE (Meeting, Incentive, Conference, Exhibition)
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions:	Fakultas Pasca Sarjana > Magister Manajemen
Depositing User:	Unnamed user with username p100160081
Date Deposited:	15 Feb 2019 08:09
Last Modified:	15 Feb 2019 08:09
URI:	http://eprints.ums.ac.id/id/eprint/71417

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