OPTIMIZING MARKETING STRATEGY TO INCREASE TOUR SALES OF YO! HOLIDAY TOURS & TRAVEL

• Main Author: Adrian, Yoke
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/47046
• Institution: Institut Teknologi Bandung

Yo! Holiday is a company which engaged in the ticketing world at the beginning, but began to shift into an outbound tourism company due to the threat of the ticket business by online travel agents. It was established at the end of 2012, although the growth rate has risen but it still remains below the target set by the leader of the company. Therefore, external analysis and internal analysis were carried out to find out the root of the problem to increase sales of Yo! Holiday’s tour packages. The external analysis carried out includes PESTLE analysis, Porter's Five Forces analysis, competitor analysis, and customer analysis. While internal analysis consists of VRIO analysis, STP analysis (Segmentation, Targeting, Positioning), and marketing mix analysis. To obtain this analysis, research was conducted by primary data and secondary data, quantitative and qualitative research. From the results of external and internal analysis, SWOT analysis is obtained and then poured into the TOWS matrix. The root of the problem facing Yo! Holiday is the lack of employee training, lack of promotion, lack of marketing activities, no updates on the media, inadequate SOPs, and mistakes in targeting the market. Therefore, the authors propose to make a value proposition in the form of marketing mix strategies, STP modification, digital marketing implementation, integrated marketing communication, and youth, woman, natizen approaches. By providing recommendations, it is hoped that better marketing activities will occur and possible to increase sales and profits for the company.