MARKETING STRATEGIC PLAN TOWARD MARKETING MIX AND CUSTOMER RELATIONSHIP MANAGEMENT FOR PT. MARTIYANA MANDIRI EXPRESS TOUR AND TRAVEL

• Main Author: GANTO SURI (NIM 29114012), RENO
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/23893
• Institution: Institut Teknologi Bandung

PT. Martiyana Mandiri Express Tour and Travel is a growing company engaged in tour <br /> <br /> and travel agency. Tour and Travel business emphasize the best service, which will be <br /> <br /> influenced by the customer itself. The marketing strategic development is required <br /> <br /> within PT. MME to continuously improve the services and also help the company’s <br /> <br /> longevity. The problems that make the company difficult to develop, including: <br /> <br /> complaints against tour guide, lack of skilled employee, and disseminated campaigns <br /> <br /> are very diverse which develop sporadic promotions and not targeted specific <br /> <br /> audiences. <br /> <br /> Marketing Mix and Customer Relationship Management strategies are used to generate <br /> <br /> solutions in the company. The data collection methods was using interview to all staffs, <br /> <br /> some customers and owner of the company. The result of analyses shows that the main <br /> <br /> cause of the lack of recurring demand from the same customer was the result of poor <br /> <br /> travel arrangements. In addition, unstructured promotions resulting from no customer <br /> <br /> database to serve as a promotional guide. And the number of complaints from <br /> <br /> customers during the trip was the result of lack of staff training. <br /> <br /> The solution made for MME Tour and Travel is designed in three ways to accommodate <br /> <br /> each problems. First by creating customer database by utilizing CRM program and <br /> <br /> providing call center, customer service on organizational structure. Secondly by <br /> <br /> improving the working flow by renewing Standard Operational Procedure and <br /> <br /> implementing human capital management within the organization. Thirdly by <br /> <br /> enhancing the skill of the employees which is done by requiring every staffs to have <br /> <br /> official profession certification, implementing talent development program and <br /> <br /> utilizing MME’s connection with tourism association. iv <br /> <br /> The implementation plan becomes the goal of this paper by doing repairing in some <br /> <br /> places. Which are, designing CRM program, preparing the technology, and preparing <br /> <br /> the operation as well. Technology support in the form of software and hardware in <br /> <br /> helping the CRM program is running. Operational preparation by adding more man <br /> <br /> power, buying new building in Jakarta area, conducting more training that is deemed <br /> <br /> necessary to facilitate employee in running new system.