scholarly journals Developing a Marketing Strategy to Increase the Occupancy Rate: Case Study Hotel XYZ

2020 ◽  
Vol 5 (5) ◽  
Author(s):  
Farah Hani Andini ◽  
Deddy Priatmodjo Koesrindartoto
Keyword(s):  
Marketing Strategy ◽  
Secondary Data ◽  
Primary Data ◽  
Target Market ◽  
Hotel Management ◽  
Occupancy Rate ◽  
Financial Reports ◽  
Business Travelers ◽  
Business Model Canvas ◽  
Marketing Activities

Hotel XYZ is one of the oldest local hotels in Bandung. Located in a strategic location, this hotel uses the concept of a heritage hotel. In 2017-2019, Hotel XYZ experienced a decline in performance. This happen due to lowering the occupancy rate of the rooms which results in a decrease in overall income. The increasing number of local accommodations has also increased competition between hotels with the same target market. All data used in this study are qualitative and based on primary data and secondary data. Primary data was obtained through interviews with the XYZ hotel management and internal data needs such as room occupancy rate data and financial reports. Meanwhile, secondary data comes from study literature, related news and related journals. This study aims to help Hotel XYZ, to increase the occupancy rate of rooms so that they can survive in business in this industry. Several strategies will be used in this study to increase room occupancy rates. In this research, the author will identify problems through PEST analysis, competitor analysis, customer analysis and virtual hotel operator analysis and business model canvas. From the results of the analysis, the authors found that there are conditions that are not ideal, including not maximizing marketing activities, resulting in high walk-in consumers. After carrying out procedures for analysis related to company issues, the authors compile alternative solutions that can be proposed to be able to increase the occupancy rate and hotel revenue through a marketing strategy. The author develops strategies through new wave marketing and sustainability strategies. With this strategy, marketing activities can focus more on communities such as business travelers. XYZ hotel must also conducted some additional activities such as reactivating social media and websites, updating the interior and working with parties who can support hotel marketing activities.

scholarly journals Strategi Komunikasi Pemasaran Sentra Tenun Prailiu dalam Meningkatkan Penjualan Kain Tenun Sumba Timur

2019 ◽  
Vol 1 (2) ◽  
pp. 78-85
Author(s):  
Ririn Rambu Babang ◽  
Asfira Rachmad Rinata
Keyword(s):  
Marketing Strategy ◽  
Direct Marketing ◽  
Secondary Data ◽  
Sales Promotion ◽  
Woven Fabric ◽  
Primary Data ◽  
Product Price ◽  
Strategy Analysis ◽  
Marketing Activities ◽  
Product Segmentation

Woven fabric is a handicraft product inherited from generation to generation. Woven fabric can be weared as dress in dances at parties or in traditional events. Every motif on woven fabric has meaning both traditionally and culturally. The purpose of this study is to find out the marketing strategy and the factors that influence it. The method used in this research is descriptive qualitative method with data collection techniques using the method of interview, observation, documentation to obtain primary data and secondary data. As well as data analysis techniques carried out through reduction, presentation and drawing conclusions. The result shows that implementation of marketing communication strategies Prailiu Weaving Center uses a marketing mix consisting of product, price, place and promotion which includes sales promotion, face-to-face promotion and direct marketing. The marketing strategy of the Prailiu Weaving Center consists of marketing strategy analysis which includes opportunity analysis and competitive analysis, as well as the marketing process which consists of determining product segmentation, targeting and positioning. Factors that influence marketing activities consist of supporting factors and inhibiting factors from both internal and external environments.

scholarly journals Performance Measurement Using Development Ladder Assessment and Health Indicators: Study of Co-operatives

2019 ◽  
Vol 2 (1) ◽  
pp. 20-30
Author(s):  
Ridwan Ibrahim ◽  
Donni Deiriadi ◽  
Heru Fahlevi
Keyword(s):  
Performance Management ◽  
Statistical Approach ◽  
Supervisory Board ◽  
Secondary Data ◽  
Health Indicators ◽  
Primary Sources ◽  
Primary Data ◽  
Financial Reports ◽  
Management Measures ◽  
Operative Performance

AbstractObjective – This study aimed to analyze the performance of co-operative using two different performance management measures, Development Ladder Assessment (DLA 2009 version) and co-operative health indicator (CHI). Design/methodology – The sample of this study is 10 co-operatives operated in Aceh, Indonesia. Data was collected from secondary and primary sources. The secondary data is obtained from financial reports and annual meeting reports of 2014 and 2016, while primary data was collected from questionnaires with management and supervisory board of the co-operatives. The data was analyzed using a comparative and descriptive statistical approach. Results – This study found that both performance methods produced different results. Some co-operatives attain rank “A” in DLA approach, but no co-operatives are categorized as rank “A” within CHI measure. Additionally, DLA is more informative for the supervisory board in measuring co-operative performance than CHI.

scholarly journals KARAKTERISTIK DAN PERSEPSI WISATAWAN TERHADAP DAYA TARIK WISATA PANTAI KATA DI KOTA PARIAMAN, SUMATERA BARAT

2016 ◽  
Vol 4 (1) ◽  
pp. 1
Author(s):  
Lucky Setiawan ◽  
Ida Ayu Suryasih
Keyword(s):  
Measurement Techniques ◽  
Secondary Data ◽  
Primary Data ◽  
Target Market ◽  
Tourist Attraction ◽  
Region Of Origin ◽  
Security Officers ◽  
Parking Lot ◽  
The Moment ◽  
Scale Data

Abstract Kata Beach as a tourist attraction has the potential and uniqueness of the coastal tourist attraction in general. But with the potential and uniqueness of the tourist attraction that should Kata Beach can attract more tourists, because at this time the number of tourists visiting the tourist attraction Kata still little and visited only at certain times such as the feast of Eid al-Fitr and the day-to-day national holiday. Local people who trade or sell around Kata Beach tourist attraction has yet to obtain maximum profit. This is caused by the time they trade and sell uncertain because they only sell at the moment busy travelers, if not crowded tourists who visit them do not open a shop to sell. Obviously this becomes a problem for the manager of a tourist attraction Kata Beach. To overcome these problems the need for improvements made ??by the manager of a tourist attraction Kata, by way of knowing in advance how the characteristics of tourists visiting Kata Beach, as well as knowing how travelers perception of the condition of Kata Beach is a tourist attraction at this point. So from the data manager can analyze the intended target market and to facilitate the development of decision-making will be done. Collecting data in this study through observation, interviews, questionnaires, and Documentation studies. The type of data being used is supported by quantitative data and qualitative data. While the data sources used in the form of primary data and secondary data. Analysis using descriptive statistics which describe or illustrate the data that has been collected from a population, which is obtained by Likert Scale Data measurement techniques. Characteristics of tourists visiting the tourist attraction Kata very good variety of indicators of gender, age, education, occupation and region of origin. While the perception of tourists on Kata Beach scored poorly on 6 indicators of security, number of toilets, cleanliness of restrooms, parking lot security, parking attendants skills and number of security officers. So it is necessary to reform by the manager for the indicators that scored poorly perceived by the tourists who visit.  

scholarly journals Effect of gender diversity on the financial performance of insurance firms in Kenya

2019 ◽  
Vol 8 (5) ◽  
pp. 274-285
Author(s):  
Hassan Bashir Ibrahim ◽  
Caren Ouma ◽  
Jeremiah N. Koshal
Keyword(s):  
Financial Performance ◽  
Chief Executive Officers ◽  
Audit Committee ◽  
Gender Diversity ◽  
Secondary Data ◽  
Chief Executive ◽  
Primary Data ◽  
Financial Reports ◽  
Insurance Firms ◽  
Executive Officers

The aim of this study was to examine the effect of gender diversity on the financial performance of insurance firms in Kenya. The study analyzed data from the 55 insurance firms licensed by the Insurance Regularity Authority (IRA) in Kenya. Gender diversity was operationalized by the number of female directors serving on the boards of insurance firms operating in Kenya. Primary data was collected from a sample of 412 board directors, Chief Executive Officers (CEOs), Chief Finance Officers (CFOs), Audit Committee members (AUDIND) and Internal Auditorsusing a questionnaire instrument while secondary data was retrieved from audited financial reports of the year 2017. Data were analyzed using descriptive and inferential statistics. Firm performance was measured by the two accounting-based measures Return On Assets (ROA) and Return On Equity (ROE). The findings from the regression analysis indicate that gender diversity significantly and positively affects the financial performance of insurance firms in Kenya.

scholarly journals STRATEGI PEMASARAN OBAT HEWAN SATWA UNGGUL BLITAR (Studi Kasus Di Desa Sanankulon Kecamatan Sanankulon Kabupaten Blitar)

2017 ◽  
Vol 11 (1) ◽  
pp. 6
Author(s):  
Imam Faozi ◽  
Errythrina Vinnifera Arnyke
Keyword(s):  
Marketing Strategy ◽  
Descriptive Analysis ◽  
External Environment ◽  
Personal Selling ◽  
Secondary Data ◽  
Distribution Patterns ◽  
Marketing Mix ◽  
Primary Data ◽  
Price Distribution ◽  
Marketing Mix Strategy

The purpose of this study is to examine the marketing mix strategy that has been applied by the company in its business development, to analyze the internal and external environment condition faced by PT Satwa Unggul, to formulate the best alternative marketing strategy of PT Satwa Unggul by considering the company environment to be able to compete in the market. The data collected are primary and secondary data that are qualitative. The research method used in this study is primary data obtained from recording and direct interviews with leaders, employees, and customers. Secondary data is obtained from the report where the company jemen and literature in the form of library materials taken from previous research. The marketing mix strategy being carried out by the company concerning the product strategy (brand awareness on the brand), pricing strategy (discounted price), distribution strategy (three distribution patterns), and promotion strategy (animal inspection and free extension services) can assessed to have successfully accommodate the needs of customers with various facilities and company benefits. Based on internal environmental analysis with Descriptive Analysis can be seen that PT Satwa Unggul has a strong internal position. This means the company has been able to use its strengths and overcome its weaknesses quite well. Company's strengths include: affordable prices, good product quality, specialized workforces, sales with personal selling, and sales targets for large farmers. While the weakness of the company in the form: strong influence of leadership, capital limitations, delay in delivery time, no exclusive contract with customers, and the absence of R & D activities. Based on the analysis of the external environment with Descriptive Analysis, it can be seen that PT Satwa Unggul also has a strong external position, because it has been able to take advantage of opportunities and can handle the threat quite well .keyword : marketing strategy, satwa unggul, analyze

scholarly journals SWOT Analysis As A Determiner Of Marketing Strategy At b Hotel Bali & Spa Denpasar

2021 ◽  
Vol 4 (1) ◽  
pp. 41-47
Author(s):  
Ni Putu Sri Prajayanti ◽  
◽  
I M Sudana ◽  
I G M Karma ◽  
◽  
...  
Keyword(s):  
Data Collection ◽  
Marketing Strategy ◽  
Swot Analysis ◽  
Descriptive Analysis ◽  
Secondary Data ◽  
Data Sources ◽  
Primary Data ◽  
Analysis Technique ◽  
Qualitative Descriptive ◽  
Internal And External Factors

This research aims to determine the marketing strategy that must be taken from the results of the SWOT analysis at the b Hotel Bali & Spa Denpasar. This study uses primary data sources and secondary data sources with data collection methods through interviews, observation and questionnaires. The analysis technique used is a qualitative descriptive analysis technique, namely the SWOT analysis technique which explains, first, the data collection stage at the Bali Hotel & Spa Denpasar regarding the identification of internal and external factors in the form of strengths, weaknesses, opportunities, and threats, the second is the analysis stage, and third namely the stage of decision making to determine the strategy to be taken by the company. The research results from the SWOT analysis show that the company is in quadrant I, where it shows a problem regarding for the strength to see opportunities where the strategy taken is the SO strategy used to be applied in developing strategies that can be suggested at management b Hotel Bali & Spa Denpasar, to can improve the progress of the hotel going forward.

scholarly journals Marketing Activities in the Fruit Industry: Case Study of Banana in Khoai Chau District, Hung Yen Province, Vietnam

2021 ◽  
pp. 42-52
Author(s):  
Nguyen Van Phuong ◽  
Do Quang Giam ◽  
Vu Thi Hai
Keyword(s):  
Descriptive Analysis ◽  
Secondary Data ◽  
International Markets ◽  
Primary Data ◽  
Face To Face ◽  
Market Participants ◽  
Business Operations ◽  
Marketing Activities ◽  
Grower Association

Aims: The study aims to overview about the marketing activities of banana industry in Vietnam based on the case study in Khoai Chau district, Vietnam. Methodology: Both primary and secondary data were used in this study. Primary data was collected through face-to-face interviews and mobile phone with market participants using semi-structured questionnaire in two year 2016 and 2019. The descriptive analysis method was used to describe channels of distribution, marketing practices of farmers and traders, flow of product from producers to consumers, and problems that banana farmers and traders encounter in their business operations. Results: The results show that banana was sold through 13 channels for both domestic and international markets. At traders’ level market, non-contract was popularly applied by retailers in both selling and buying operations. Majority of banana growers have small operations and engage in small transactions and individually with buyers. They do not have market power in setting the price. They are often faced with unstable price and difficulty in entering high income market. Establishing banana grower association in each commune would enable growers to maintain and monitor the quality of banana especially among small growers. Though collective marketing, they can link with large and stable potential markets such as supermarkets and other institutional buyers.

scholarly journals Assessment of Potential Non-Tax Revenue in Malaysian Local Authorities

2019 ◽  
Vol 9 (Number 2) ◽  
pp. 1-21
Author(s):  
Nur Berahim ◽  
Mohd Nadzri Jaafar ◽  
Ainur Zaireen Zainudin
Keyword(s):  
Property Tax ◽  
Primary Source ◽  
Secondary Data ◽  
City Council ◽  
Primary Data ◽  
Tax Revenue ◽  
Local Authorities ◽  
Financial Reports ◽  
Revenue Collection ◽  
Depth Interviews

Non-tax revenue trends and their potential have received less attention than property tax, which is the primary source for most Malaysian local authorities (LAs). This paper highlights the examination conducted on potentials and strategies adopted by each LA investigated to maximize return from non-tax revenue. In doing this, qualitative approach using secondary data acquired from financial reports and primary data from in-depth interviews was employed. Ten LAs were selected through purposive sampling. The trend of revenue collection among the selected LAs and the strategies to improve non-tax revenue collection through thematic analysis are highlighted. The analysis of the trend of local authorities’ revenue reveals that non-tax revenue remains the second most important after the tax revenue. However, Pulau Pinang City Council (MBPP) is the only LA that records an average of non-tax revenue exceeding 50 per cent of its total internal revenue. This study has also found that the divergence among the local authorities’ non-tax revenue collection is due to the revenue improvement strategies adopted by each local authority. Therefore, eight recommendations are made to improve non-tax revenue. Though this study is limited to 10 LAs as sample, the successful optimizing strategies highlighted from the study can represent an efficient model for other LAs, in improving their non-tax collection.

scholarly journals IDENTIFIKASI SALURAN PEMASARAN KOPI ARABIKA GAYO PADA CV. GAYO MANDIRI COFFEE KABUPATEN BENER MERIAH

2017 ◽  
Vol 2 (1) ◽  
pp. 50
Author(s):  
Riyandhi Praza
Keyword(s):  
Secondary Data ◽  
Marketing Channel ◽  
Primary Data ◽  
Selling Price ◽  
Coffee Production ◽  
Arabica Coffee ◽  
Coffee Arabica ◽  
Marketing Activities ◽  
Qualitative Descriptive ◽  
Descriptive Method

The high selling price of coffee paid by consumers (importers) has not been felt by farmers. The development of Gayo Arabica Coffee marketing then emerged Cooperative and CV in Bener Meriah Regency in accommodating the production of farmers one of them. CV.Gayo Mandiri Coffee (GMC) located in District Bandar, Bener Meriah Regency. CV Gayo Mandiri Coffee is engaged in Gayo Arabica coffee marketing activities. This study aims to identify the marketing channel and the Gayo Arabica coffee production process. The research was conducted using qualitative descriptive method to analyze the primary and secondary data obtained. Primary data obtained through interviews and observations, while secondary data obtained through the literature associated with this research. Gayo Arabica coffee marketing in CV.Gayo Mandiri Coffee in marketing its products there are two channels, from collectors to producers to consumers, from producers directly to consumers and from producers to retailers as well as through intermediaries then to the hands of consumers. The most dominant channels contained in CV.Gayo Mandiri is channel I because this channel is the most effective and efficient in the marketing of green bean coffee Arabica Gayo.

scholarly journals STRATEGI PEMASARAN OBAT HEWAN SATWA UNGGUL BLITAR (Studi Kasus Di Desa Sanankulon Kecamatan Sanankulon Kabupaten Blitar)

2017 ◽  
Vol 11 (1) ◽  
pp. 6
Author(s):  
Imam Faozi ◽  
Errythrina Vinnifera Arnyke
Keyword(s):  
Marketing Strategy ◽  
Descriptive Analysis ◽  
External Environment ◽  
Personal Selling ◽  
Secondary Data ◽  
Distribution Patterns ◽  
Marketing Mix ◽  
Primary Data ◽  
Price Distribution ◽  
Marketing Mix Strategy

The purpose of this study is to examine the marketing mix strategy that has been applied by the company in its business development, to analyze the internal and external environment condition faced by PT Satwa Unggul, to formulate the best alternative marketing strategy of PT Satwa Unggul by considering the company environment to be able to compete in the market. The data collected are primary and secondary data that are qualitative. The research method used in this study is primary data obtained from recording and direct interviews with leaders, employees, and customers. Secondary data is obtained from the report where the company jemen and literature in the form of library materials taken from previous research. The marketing mix strategy being carried out by the company concerning the product strategy (brand awareness on the brand), pricing strategy (discounted price), distribution strategy (three distribution patterns), and promotion strategy (animal inspection and free extension services) can assessed to have successfully accommodate the needs of customers with various facilities and company benefits. Based on internal environmental analysis with Descriptive Analysis can be seen that PT Satwa Unggul has a strong internal position. This means the company has been able to use its strengths and overcome its weaknesses quite well. Company's strengths include: affordable prices, good product quality, specialized workforces, sales with personal selling, and sales targets for large farmers. While the weakness of the company in the form: strong influence of leadership, capital limitations, delay in delivery time, no exclusive contract with customers, and the absence of R & D activities. Based on the analysis of the external environment with Descriptive Analysis, it can be seen that PT Satwa Unggul also has a strong external position, because it has been able to take advantage of opportunities and can handle the threat quite well .keyword : marketing strategy, satwa unggul, analyze

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