PROPOSED BUSINESS STRATEGY FOR TRAVEL AGENCY COMPANY TO FACE THE NEW NORMAL (STUDY CASE: TAZAKKA TOUR & TRAVEL)

• Main Author: Bagus Ramadhan, Muhammad
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/49794
• Institution: Institut Teknologi Bandung

Pandemic Covid-19 demanded all of the business activities around the world to adapt quickly in the uncertain situation and condition. Many of business sectors got a very big loss from their businesses, specifically air & travel company. Tazakka Tour and Travel as Umrah and Hajj travel agency started in the year of 2017 in Bekasi city. Tazakka Tour and Travel run business with having cooperation with few companies and also sell it their service to customers in directly. Tazakka has running for 3 years and has had around five branch partners which were scattered in several cities in Indonesia. In this research, the company want to make a new business strategy in order to survive in the travel business sector. The moment of pandemic need to take it positively to prepare the New Normal. Therefore, the company want to make a new innovation by doing depth analysis to find the best strategy for the survival of the company. Researcher use SWOT Analysis to measure the strength, weakness, opportunity, and threat that will come to the company from the external (PESTEL Analysis, Five Porter’s Forces, and Marketing Mix). Furthermore, from the internal (Business Model Canvas, STP, and also VRIO Analysis) that has been done before. After the SWOT Analysis has done, researcher conclude that the result of the research is the company need to fix some of the strategy, such as the company need improvement in technology sector and to acquisite new customers. Moreover, researcher use TOWS Matrix to classify the company’s strategy, which is to make a new strategy from Marketing Mix 7P as an effort to improve the company’s performance. Also, the company need to make Digital Integrated Marketing Communication as for sustainable development of the company. Not only that, the company also need to make short-term, mid-term, and long-term target for the next few years. Lastly, after the analysis has done by determining the literature of Tazakka Tour and Travel and the resolution of the literature by using TOWS matrix, concluded that the company need to maintain the cooperation and expand the collaboration with any other companies in Indonesia, also applicate technological approach with smart apps on consumer renewable services.