PROPOSED MARKETING STRATEGY TO INCREASE OCCUPANCY RATE OF KIA ORA LODGE

• Main Author: Wulandari, Hapsari
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/46039
• Institution: Institut Teknologi Bandung

The hustle of urban life that is synonymous with congestion, density, and busyness causes boredom. This boredom can have the effect of reducing productivity at work. This phenomenon raises a new trend for nature tourism because it considers better air quality and is far from congestion. One of the cities that are in demand for travel is Bandung. This phenomenon also has an impact on Indonesia's economic growth. The tourism industry is one of the main contributors to Indonesia's Gross Domestic Products (GDP). With this phenomenon the competition becomes tight. Kia Ora Lodge as one of the industry players in Bandung has not shown good business performance. Related to Kia Ora Lodge trying to increase its occupancy through analysis of current business conditions. Researchers conducted an internal analysis using Segmenting, Targeting, and Positioning (STP) and 7P analysis to determine the company's current condition. Then the researchers conducted an external analysis using Political Factor, Economic Condition, Sociocultural Forces, Technological Factors, Environmental Forces, and Legal Factors (PESTEL), competitor analysis, and customer analysis. Customer analysis is done by interviewing current customers and hopefully they can explain their experience of staying at Kia Ora Lodge. The two analyzes are then grouped into Strength, Weakness, Opportunity, and Threat (SWOT) to find the main disagreements that occur. Analysis that has been done before found that the main problem faced is that the products offered by Kia Ora Lodge have not been able to meet the needs of customers and there is also no adequate promotion. Then after finding the main problem, researchers use TOWS analysis to find solutions to these problems. The solution obtained to increase the occupancy rate based on the analysis is to develop marketing strategies in the form of product development and promotional activities.