PROPOSED MARKETING STRATEGY FOR LIVE ON BOARD IN NEW NORMAL ERA (CASE STUDY: RAFIDA ADVENTURE CRUISE IN LABUAN BAJO)

• Main Author: Oktaviyanti, Dwi
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/53127
• Institution: Institut Teknologi Bandung

Global pandemic Covid-19 has been stressed a great number of countries in early 2020. With no vaccine and limited medical capacity to treat the virus, increasing immune and keep hygienic are become the main strategy to fight the disease. Tourism industry most hit by this condition due travel ban and social distancing policy to minimize the spread of virus, many travel businesses have to run out their business, but some of them choose to keep survive with positive mindset this crisis will be over soon. New normal era is transition condition from crisis to rebound, in this era people pushed to adapt and adopt the condition and digital technology is the most use technology to face the condition. In other hand, Indonesian tourism show positive trend in year 2015-2018. In 2019, Indonesian government also has program five super destination that become their main priority and Labuan Bajo is one of that programs with sustainability score 30.57%. Rafida is a live on board that located in Labuan Bajo. Due to this condition Rafida face business issue the business decrease during pandemic. There are two main environment that affect business issue of Rafida, internal and external environment. The internal environment analyzed by STP analysis and brand inventory. For external environment analyzed by PESTEL analysis and brand exploratory. After determine internal and external environment, quantitative research conducted to dig needs and wants of customer during new normal era, and SWOT analysis of Rafida to determine what is the potential root caused that has to solved. By using TOWS matrix, this research generated many alternatives of solution, but the most appropriate solution with Rafida has been chosen, there are maximized social media utilization, marketing program supports, adding manpower of digital channel specialist, refine brand equity of Rafida and co-work with online travel agency. This proposed business solution defined in proposed implementation timeline and budget. Author also suggest future research due to uncertainty condition related to COVID 19 pandemic crisis.