STRATEGI PEMASARAN BUS PARIWISATA PO NUSANTARA DALAM MENINGKATKAN JUMLAH KONSUMEN

• Main Authors: , ARI SYAMBODO, , Prof. Dr. Marsono, S.U.
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2014
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/131874/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=72383
• Institution: Universitas Gadjah Mada

The tourism industry can not be separated from the transport industry, the use of modes of transport by land, sea, and air is fundamental supporting the tourism industry. Modes of land transportation is still the mainstay for tourists to visit attractions. The use of buses and travel is frequently used mode of transport to reach the tourist objects in Indonesia. In the increasingly fierce competition, companies requires to recognize the condition of the internal and external environment because it can indirectly affect the survival of the company in the future. With the growing number of travel agencies in the Kudus City and the surrounding areas has been followed by the increasing needs of the society abaout mass transportation, one of which is a tourist bus. From these two giving references to PO Nusantara to be able to make the strategic analysis in order to obtain proper alternative strategies and competitive strategy that can be implemented as a strategic step in the face of increasingly competition between PO that adapted to the environmental conditions of the company. This study uses the SWOT analysis and marketing mix. The method used in this research is descriptive explorative that aim to know the implementation of the PO Nusantara strategy implementation in knowing the potential of the constraints posed and implementation of strategies that should be used by the company. Primary source is the result of field observation, in-depth interviews. Secondary sources are books, articles, journals, and website pages. The analytical tool used is SWOT analysis to determine the strategic advantages possessed by PO Nusantara. PO Nusantara is at a competitive position and support the marketing strategy, strategies need to be used is the marketing mix. Implementation of the marketing mix marketing strategy can be done by PO Nusantara in the shape forward, backward, and horizontal of integration strategies in the form of maintaining good relations with customers, the Karoseri factories, parts suppliers, and the control of the competitor, market penetration strategy in the form of more intensive promotional activity more intensive, product development strategy is to expand market share, market development strategy in the form of old fleet rejuvenation for improving the competitiveness of the company in addition to the continuing purchase of the new fleet.