BUSINESS TO BUSINESS (B2B) MARKETING STRATEGY FOR GOERS EVENT MANAGEMENT SERVICE

• Main Author: Fariz Fazrian, Farhan
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/62694
• Institution: Institut Teknologi Bandung

In Indonesia, there has been an increase in internet users this decade based on a survey conducted by the Association of Internet Service Providers (APJII). Based on the increase in internet users, this impact changing business models, including the tourism industry. One example of a business model in the tourism industry is the Online Travel Agency (OTA). The presence of OTA helps business people cut costs in running a business because it is easy for everyone to become a travel agent without having to make a significant investment both in terms of technology and resources. Goers is a company engaged in the OTA industry, primarily through its products in the event management service sector. Unfortunately, Goers has not maximized its performance, which can be seen from the number of events held, which are still lower than its competitors. The problem is also seen in Goers' awareness, which is still not optimal. Seeing the condition of these problems and the condition of the OTA industry, which is quite competitive, makes Goers have to develop a B2B marketing strategy to stay competitive with the competition. In this study, the authors conducted a factor analysis internally and externally from Goers to be able to develop business issue exploration. Internal factor analysis uses the VRIO, STP, and 4p's marketing mix methods. Meanwhile, external analysis was carried out using the PEST method, competitor analysis, and business buying behavior analysis conducted through the interview method. Respondents in the interview are event actors divided into three segments based on the scale of the event being held. Based on the results of the SWOT analysis, it is found that the gap is seen through the root cause analysis, which describes Goers' condition from the perspective of the customer. There are several alternative solutions through the TOWS analysis method based on the gap. The most suitable solution to be implemented and possible is to develop a new marketing strategy for Goers using the 4P's Marketing Mix. This study shows that in the B2B sector, partners tend to make decisions more rationally and focus on finding the best way to maximize profits. Based on these results, Goers can use these results to improve their performance in the OTA industry. The implementation plan carried out by Goers is carried out by compiling an action plan, scheduletimeline for the next four quarters, which is carried out based on the proposed marketing strategies.