PROPOSED MARKETING STRATEGY FOR PUTRI GEULIS GUESHOUSE

• Main Author: AYU RATNADHIANTI 29114755, PRISKA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/23711
• Institution: Institut Teknologi Bandung

Bandung is the capital of west java .The city in anciently known as Paris van java <br /> <br /> <br /> <br /> (Netherlands language) or ' Paris of Jawa'. As it lies in the highlands, Bandung known as a <br /> <br /> <br /> <br /> breeze city that makes Bandung as one of the tourist destinations. The beauty of Bandung <br /> <br /> <br /> <br /> makes Bandung as their place to spend time on holiday. Often enough accommodation also <br /> <br /> <br /> <br /> increases with increasing tourists Bandung. Thus opportunity to create effort in the <br /> <br /> <br /> <br /> hospitality accommodation services such as hotels and guesthouse increases. <br /> <br /> <br /> <br /> <br /> Seeing the business opportunity in the accommodation sector with the strategic location then <br /> <br /> <br /> <br /> PUTRI GEULIS GUESTHOUSE is formed. It is located near to Business Centers, Malls, <br /> <br /> <br /> <br /> Restaurant, Café, Factory Outlet, Recreation & Amusement Center, and Wedding Hall. The <br /> <br /> <br /> <br /> target market of this business is Family, Group Traveler, Backpacker, and for Wedding Hall. <br /> <br /> <br /> <br /> <br /> In this research the company is facing a problem, the instability and slow customer growth of <br /> <br /> <br /> <br /> PUTRI GEULIS GUESTHOUSE since it opened. Therefore, researchers wanted to focus on <br /> <br /> <br /> <br /> the implementation of marketing strategies should be developed from the marketing strategy <br /> <br /> <br /> <br /> have been running by the PUTRI GEULIS GUESTHOUSE. <br /> <br /> <br /> <br /> <br /> Some of marketing strategies recommendation are purposed in response to this condition by <br /> <br /> <br /> <br /> conducting interview and survey directly to the guest and conduct internal analysis such as <br /> <br /> <br /> <br /> STP, Marketing Mix, Brand Analysis, External Analysis. <br /> <br /> <br /> <br /> <br /> The proposed strategy is based on finding the root cause faced by PUTRI GEULIS <br /> <br /> <br /> <br /> GUESTHOUSE. And there are several alternatives such as using TOWS matrix, proposed <br /> <br /> <br /> <br /> STP improvements, proposed marketing mix strategy, improvements in terms of service <br /> <br /> <br /> <br /> quality analysis. The increasing of Brand Awareness should be done in effort to increase the <br /> <br /> <br /> <br /> number of room sales. <br />