A 7p And Marketing Strategy At Mercure Hotel Legian, Kuta, Bali

I Wayan Ruspendi Junaedi; Luh De Novianti

I Wayan Ruspendi Junaedi Management,Economic, Business and Humaniora Faculty,Dhyana Pura University
Luh De Novianti Management, Economic Business and Humaniora Faculty, Dhyana Pura University

Keywords: Keywords : Marketing Strategy, Hotel, Analysis SWOT/TWOS

Abstract

Bali is known as one of world’s visited tourism destination for people around the world. Knowing Bali possess high toursm attraction, number of accommodation providers contend to persuade the tourist to stay in their hotel. this research analyzed the “Marketing Strategy Mercure Hotel Bali Legian”. The purpose of this research is to find out as the marketing strategy in improving sales in Mercure Hotel Bali Legian. This research is conducted using the sample of 15 correspondens. The method of this research is SWOT analysis that consist of IE, IFAS/EFAS research and SWOT/TWOS matrix. According to IFAS/EFAS research, the internal score is 2,83 and for external score is 2,69. The score position of the bar is in growth strategy.through SWOT/TWOS analysis, several alternative strategies can be conducted by the bar to improve sale in Mercure Hotel Bali Legian. The first alternative strategy is SO (Strenght Oppurtunity), provide satisfying service to guests by utilizing technology. The second strategy is ST (Strenght Threat) strengthen relations with travel agent. The third strategy is WO (Weakness Oppurtunity) provide product price discounts to attract buyers and expand market segments. The last strategy is WT (Weakness Threat) provide various attractive promotion at certain times.

Keywords : Marketing Strategy, Hotel, Analysis SWOT/TWOS