PROPOSED MARKETING STRATEGIES TO ENHANCE BRAND AWARENESS AND ADAPT WITH CONSUMER BEHAVIOR IN NEW NORMAL ERA IN TRAVEL AGENCY COMPANY (CASE STUDY: PT. BONITA ANUGRAH PRATAMA TOUR AND TRAVEL)

• Main Author: Angelina, Lauren
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/55173
• Institution: Institut Teknologi Bandung

Recently, traveling has become one of the activities most often carried out by the millennial generation because travelling has become a lifestyle. Therefore, it is not surprising that the travel and tourism industry is increasing from day to day so that it can be seen as an industry that has the potential to be worked on. This makes many people competing to build a travel business such as Bonita Tour and Travel. Due to the many competitions, having a strong brand awareness is the key for a company to excel in business competition. However, there is a crucial problem that is damaging the world economy, namely the Covid-19 Pandemic. Covid-19 is a global epidemic that has had a devastating impact on the human and social dimensions. Of the many sectors affected by the pandemic, the tourism industry is one of the biggest affected compared to other industries and it is affected Bonita Tour and Travel as well. One of the crucial impacts is the change in consumer behavior towards the Covid-19 situation. This study analyzes the business issues contained in the company using the Porter Five Forces Analysis, Business Model Canvas (BMC) Analysis, 7Ps Marketing Mix analysis, STP Model Analysis, SWOT analysis, Value Proposition Analysis, and 5A's Analysis. Therefore, the research proposed marketing strategy as a business issue solution for Bonita Tour and Travel by using RACE Analysis Planning framework in order to help overcome the business issues faced by Bonita Tour and Travel.