PROPOSED MARKETING STRATEGY FOR PT. SARANA SADAYA

• Main Author: KURNIAH PUTRA 9NIM : 29115689), GUSTI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/27608
• Institution: Institut Teknologi Bandung

With the increasing number of Jemaah umrah in Bandung, the need for travel umrah service in Bandung also increased and makes the business very interesting. For that, it will make the competition of umrah business in Bandung tighter. Sarana Sadaya umrah tour is umrah travel that headquartered in Bandung. Moreover Sarana Sadaya umrah tour experincing stagnancy revenue in 2015 to 2016. To solve the problem author belief that implementation of marketing strategy becomes the key to the success in achieving competitiveness. <br /> <br /> To create a successful marketing strategy, company must analyze the business issue by scanning the environmental conditions. Environmental analysis consists of two scopes; Internal and External. Internal analysis focused on marketing mix and STP. External environment consist of; PEST, Porter 5 forces, competitor analysis and consumer analysis. In the root cause authors used fishbone. The main problem that cause stagnant of sales Sarana Sadaya umrah tour is ineffective of marketing activity. <br /> <br /> There are seven alternative solutions that author give to Sarana Sadaya umrah tour as their alternative strategy. There is maximizing advertising, sales promotion, event and experiences, provide more product packages, website development, public relations and internet marketing. Those alternatives provided hopes can help company to solve their problem.