Marketing Mix Strategies to Increase Revenue at Aston Kuta Hotel & Residence

Andriani, Dewi and Ernawati, Ni Made and Arjana, I Wayan Basi (2022) Marketing Mix Strategies to Increase Revenue at Aston Kuta Hotel & Residence. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

The purpose of this research is to determine the strengths, weaknesses, opportunities, and threats of marketing strategies in increasing revenue at Aston Kuta Hotel & Residence, to find out marketing strategies that should be used by hotels in increasing total revenue and to be able to find out which strategies are most effective should be applying in increasing total revenue by hotel management. The method used is descriptive qualitative with 7 respondents (Sales & Marketing team, Front Office Leaders and Finance Leader). The results showed that there were internal and external factors that influenced the marketing strategy carried out at Aston Kuta Hotel & Residence. Based on the IFAS matrix analysis, the main strength is having many product distribution channels while the main weakness is the effectiveness of distribution channels to achieve sales target. Based on the EFAS matrix analysis, it is known the main opportunity is optimal use technological advance while the main threat is consumer spending patterns. The results of IE Matrix shows the company in the Growth V position. The SWOT analysis resulted in 9 alternatives marketing strategies, the priority based on calculation through QSPM Matrix is improve the marketing routine by actively looking at the technology or application for marketing activities named digital marketing and optimizing the use of digital platform such as rate shopping tool to set competitive prices.

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