PROPOSED MARKETING STRATEGIES FOR INCREASING GROWTH OF TRAVEL DIGITAL START-UP

• Main Author: PRADITO WIJAYANTO (NIM : 29115657), DWI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/26788
• Institution: Institut Teknologi Bandung

In Indonesia, tourism industry was showing growth which also affected online travel industry. <br /> <br /> There was increasing market in terms of flight passenger per year as The International Air <br /> <br /> Transport Association forecasted that Indonesia would be one of the five-fastest increasing <br /> <br /> market in terms of flight passenger per year by 2034. Online travel agent, which usually <br /> <br /> provides flight and lodging, are people favorites while doing traveling, because it has many <br /> <br /> choices to pick destination and simple to take the reservation. <br /> <br /> Koperansel, an Indonesian-based cheap flight and hotel search engine, entered <br /> <br /> Indonesian online travel agent industry in 2016. After three months since launch of their beta <br /> <br /> version, the company has not met their traffic and sales target. There was no significant growth <br /> <br /> in terms of traffic and exit clicks as starts up company should grow their business. It indicated <br /> <br /> that the company was not competitive yet since there has been growing market in Indonesian <br /> <br /> online travel industry. Key role in achieving the competitive position of the company and the <br /> <br /> tourism belongs to marketing, as a key feature of any economic activity. In response to that <br /> <br /> statement, this research was conducted in order to assist the company in determining marketing <br /> <br /> strategy. <br /> <br /> This research uses mixed method where qualitative and quantitative research was <br /> <br /> conducted. The author also uses secondary data to support primary data findings as guidance <br /> <br /> to determine strategy. Qualitative research was used to collect the company’s internal data as <br /> <br /> the author is also the company’s CEO and also observation through web-analytic tools, <br /> <br /> quantitative research was used to to collect primary data regarding consumer analysis by <br /> <br /> spreading questionnaires. Secondary data is collected from books, articles, academic journal, <br /> <br /> and web analytic tools. Then, the author uses those data to analyze consumer, internal <br /> <br /> environment, and external environment. <br /> <br /> After doing several stages of analysis, the author creates recommendation regarding <br /> <br /> marketing strategy as solution for the company’s business issue. The author proposes <br /> <br /> improvement of company’s marketing mix, such as: product, price, promotion, process, and <br /> <br /> physical evidence. Therefore, the company should implement new marketing mix. It is <br /> <br /> expected that the company could finish their implementation for six months.