Green Marketing Strategy to Increase Revenue at Manah Shanti Resort Ubud

Suwastana, I Wayan and Antara, Dewa Made Suria and Nadra, Nyoman Mastiani (2022) Green Marketing Strategy to Increase Revenue at Manah Shanti Resort Ubud. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

The background of this research is green is the word of the day, where we all aware the current environmental issue globally. The government, companies and consumers in general know the importance of the environment issue and the contribution done by all to degrade it. It becomes very much crucial now to alter the way of living to save the existence of our own. And marketing can do wonders to bring this change. What is required is to identify the needs and wants of consumers and the variables which affect them the most. The research is using green marketing indicators which are Eco Labelling, Eco Brand, Environment Advertising, Environment Awareness, Green Products, Green Pricing, Green Promotions dan Demographic. In this research is aimed to know what is the green marketing actions being implement in Manah Shanti Resort Ubud in order to increase revenue. The method of research used are qualitative and quantitative methods. The research took place at Manah Shanti Resort Ubud, Bali. In the qualitive method, we collect data through forum group discussion, document reading initiations. And quantitatively we focus on the SWOT analysis of Manah Shanti Reosrt. IFAS and EFAS data analysis has also been done. The result of the research is at Manah Shanti Resort is clear that all of the marketing activities Manah Shanti Resort did is effective in driving revenue of the resort. All marketing actions are utilizing the online platform which are green. Besides, the cost involved were effective in comparison to the revenue that has been generated. My suggestion will be that Manah Shanti Resort has to apply further deep strategy need to be implements to support the green marketing that has been in placed in order to optimized the result going forward. Those two main suggestions would be by employing professional company or staff in digitalization in order to professionally manages website, social medias and other online platforms which are continues growing.

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