PROPOSED MARKETING STRATEGY FOR PRAMA GRAND PREANGER HOTEL BANDUNG

• Main Author: Adhitama, Radhitya
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/52161
• Institution: Institut Teknologi Bandung

Tourism industry is a leading sector for Indonesian economy. Tourism industry that spread in various regions indicates that Indonesia is one of the recognized tourism objects on the world. Tourism are the most effective to boost the Indonesia foreign exchange.. The development of the hotel industry in Indonesia, which is increasing from year to year indicates that Indonesian tourism who is supported by various sectors has an important role for economic growth in Indonesia. Prama Grand Preanger is one of the Heritage hotel in Bandung and owned by Aerowisata Hotels & Resorts that come a long way since building its first hotel back in 1974. There are two methods that will be applied in the study, qualitative and quantitative method. While the second data was collected to support this research. Data collection is done by distributing questionnaires, where the questionnaire given to 105 respondents. External analysis using General Environment, Industrial Environment, customer analysis, competitor analysis. Internal analysis using 7P Marketing Mix. Based on the results of the interview and questionnaire, it was found that the hotel promotion are less in offline and online. Based on the analysis strategy of Prama Grand Preanger Hotel Bandung market penetration can be done by increasing marketing efforts, first is proposed new 7P Marketing Mix, second is synergize through SOE (Stated Owned Enterprise) and Integrated loyalty program.