STRATEGY FORMULATION FOR PENETRATING MARKET: A CASE STUDY OF ROUDHOH TRAVEL CIANJUR

• Main Author: FARHAN SUKAWIDJAJA (NIM 29115470), MUHAMMAD
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/29177
• Institution: Institut Teknologi Bandung

Tourism sector is one of biggest economy contribution for Indonesia. That matter has realize by government since 1978, so they created TAP MPR No.IV/MPR/1978. That’s it the background of Roudhoh Travel started the business in 2005 at SCBD Sudirman and move to Cianjur in 2011. <br /> <br /> After moved to Cianjur, in the beginning of launching the company always touch the selling target but since 2015-2016 the number consumer are decreasing so it impacted to number of selling if we comparing in to last year with the same month. Whit that symptoms the researcher create a research to find out what exactly problem in Roudhoh Travel. <br /> <br /> In order to solve this problem, external and internal analyst must do. For external analyst, researcher used Porter’s Five Force’s , CPM and PESTEL. For internal analyst researcher used STP, Value Chain Analyst and Marketing Mix, all of factor internal and external will used to create SWOT for a company. GE matrix are used to known the position of the every product of the company and created a strategy with according to Kotler and Roger.J.Best. the existing SWOT will used by researcher to created TOWS for a company. The result from the matrix is, Roudhoh Travel must evaluation about the products, First is Ticketing must enhancing the productivity to increase profit, second is Corporate must harvest/divest the program because the contribution to the company is really small, and third is Umroh must get legal form KEMENAG soon to reduce the cost. <br /> <br /> The conclusion is, Roudhoh Travel must created rejuvenation marketing strategy and program for grab the market with efficiency cost.