PROPOSED BUSINESS STRATEGY FOR EVENT ORGANIZER IN MICE INDUSTRY (CASE STUDY: CV. EFTE Company)

• Main Author: Hasan Elgianda, Fadhil
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/34375
• Institution: Institut Teknologi Bandung

The tourism sector in Indonesia is still promising for the business in the tourism services. In 2017, more than 14 million foreign tourists visited Indonesia, and more than 271 million domestic tourists. The ministry of tourism is increasing the target of visitors in every year. One of the tourism sectors that which will improve by the ministry of tourism is MICE industry (Meeting, Incentives, Convention, and Exhibition). This opportunity is utilized by EFTE Event Creator an event organizer that focus in MICE industry. EFTE has been established since 2015. Until now there are several problems that faced by the company is decreasing in income from 2015 until 2017 and lack of capable marketing resource. In this research, the author using qualitative and quantitative analysis. The qualitative analysis is done to know the influenced of market performance and brand performance to the business growth by using questionnaire targeted to the SME’s. The quantitative analysis is doing by interviewing current customers and some respondent from questionnaire. To exploring the business issue of EFTE Event Creator the author using the variables that has a significance influence to business growth. The attributes will be analyzed by the root-cause-analysis and create the strategy to solving the root cause of the problems issue of EFTE. According to research findings, market performance is the variable that gives a positive effects and significance influence to business growth. There are four attributes in market performance, competitiveness, acquiring new customer, gaining customer satisfaction, and retaining current customers. After creating the business strategy then the author creates the implementation plan and budgeting plan for one years.