#TITLE_ALTERNATIVE#

• Main Author: PUSPARINI (NIM : 95712303), MARISSA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/22981
• Institution: Institut Teknologi Bandung

Pangkalpinang as the capital city of Bangka Belitung Province has a lot of potential at tourism sector, one of them are Pasir Padi beach, which currently in the process of development. It needs a strategy to develop Pasir Padi beach, one of the strategy that can be implement is marketing strategy. It needed to get to know what step that can be implementing to develop Pasir Padi beach through marketing. <br /> <br /> <br /> The purpose from this research is to produce a marketing strategy that can be implementing to develop the tourism area of Pasir Padi beach. To formulate the marketing strategy, it needs to do an analysis about segmenting, targeting, and positioning of Pasir Padi beach at the beginning. After that, another analysis about the perception of tourist about marketing mix that consist of product, price, promotion, place, people, process and physical evidence need to be done as well, so it showed which variable that really needed to be fixed in formulating the strategy. Then, there are three stages to formulate marketing strategy which consist of input stages, matching stage, and decision stage. <br /> <br /> <br /> The data that used in this research is primary data and secondary data qualitatively and quantitatively. Then, those data has been used to do a research about internal environment with IFE matrix and external environment with EFE matrix. Both matrixes are used in IE matrix that has a purpose to see the current position of Pasir Padi beach. In this case, to formulate the strategy marketing is through SWOT analysis. Decision taken in formulation strategy is used matrix QSPM analysis. <br /> <br /> <br /> The conclusion of this research is based on the result of the stages of strategy marketing analysis showed that Pasir Padi beach at cell V on the IE matrix which is at Hold and Maintain position. Whereas based on SWOT analysis it showed four (4) strategy alternatives that can be done by Pasir Padi beach, those are SO, ST, WO and WT. From those strategies, WO (weakness-strategy) strategy that chosen as priority strategy from others alternatives which is has been analysed with QSPM matrix.