PROPOSED BUSINESS MARKETING STRATEGY IN TRAVEL AGENCY TO ENTER B2B DOMESTIC MARKET (STUDY CASE: PT FJT)

• Main Author: Fitra Fadilla, Febrynahl
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/70212
• Institution: Institut Teknologi Bandung

Fantastic Java Trails (FJT) is an inbound travel agency company that brings Dutch tourists to Indonesia. The number of FJT customers has decreased significantly due to the difficulty of competing with online travel agencies. The situation was exacerbated by the COVID-19 Pandemic and the Russia - Ukraine conflict so that FJT had stopped operating for almost 2 years. In order for the company to survive, it is hoped that FJT can seize opportunities with a more profitable domestic B2B market reach for current conventional travel agencies. This study aims to enable FJT to obtain optimal revenue by helping companies select prospective B2B segments and recommending new marketing mix strategies. This qualitative research was conducted through an interview process with 9 participants from educational institutions, government agencies and corporate banks in the city of Bandung to identify buying behavior. Then demand and gap analysis is carried out for each segment. The results of the study show that every year government agencies and corporate banks will organize recreational trips for their employees and educational institutions will organize study tours for their students. The proposed business solution is for FJT to apply a multiple segment specialization approach by targeting the segments of state schools, government offices, and corporate banks in Kota Bandung due to the similarity of the products needed by the market to the products offered by FJT. In addition, the demand from the three segments is quite high and the gap with FJT resources is relatively small. To narrow the gap, the recommended new marketing mix strategy consists of 1) Product: making various tour package variant choices. 2) Place: Renting an office as a corporate identity. 3) Promotion: regularly update website and Instagram content, create new TikTok and YouTube accounts, create various sales promotion programs, and schedule personal selling. 4) People: Recruit new employees according to the division needed. 5) Price: continue to provide flexible prices according to consumer demand. 6) Process: Creating an additional reservation system on the website. 7) Physical Evidence: Having an attractive physical office and website, making attractive brochures and proposals.