PROPOSED MARKETING STRATEGY FOR SEKOLAH DIVING BANDUNG (SDB)

• Main Author: ANNISA HERDIWAN 29116136, NAIS
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/29517
• Institution: Institut Teknologi Bandung

Indonesia is the world's largest archipelago that makes Indonesia as one of the country that has dominant marine tourism in the world. Diving sports are increasingly in demand, because many new things are obtained when diving, enthusiasm for diving sports was also due to the consistency of maritime tourism promotion that introduced various world-class diving spots with biodiversity riches in Indonesia. By looking at the phenomenon, it should be an opportunity for the diving sector industry including the diving course industry. However, Sekolah Diving Bandung finds it difficult to increase number of students because of its lack of understanding of customer preferences and perceptions towards diving course. <br /> <br /> Sekolah Diving Bandung should make an effective marketing strategy in order to attract new students. Sekolah Diving Bandung needs to explore its business issue by analyzing the condition of the business environment that influences its performances which are internal analysis and external analysis. Internal analysis consist of resources analysis and value chain analysis while external analysis consists of market analysis, PESTEL analysis, Porter’s Five Forces analysis, competitor analysis, consumer analysis, and potential customer analysis using descriptive analysis. From internal and external analysis it will be obtained the data of Sekolah Diving Bandung’s strengths, weaknesses, opportunities, and threats, so SWOT analysis is conducted. The next step is to conduct root cause analysis and it is found that the root cause of the business issue is there is a gap between current marketing strategy with costumer expectation and perceived performance. So SDB should define a new effective marketing strategy which consists of new STP such as targeting millennial so the positioning should be match with millennial like adventure, environmental caring, hospitality and new marketing mix in order to increase customer’s knowledge about SDB. Marketing mix in product is that SDB can offer material such as underwater photography and marine biology and in promotion SDB should push in marketing communication in social media and working together with office and campuses in Bandung. <br />