Increasing Marriott Bonvoy Membership Through Green Marketing at Fairfield by Marriott Bali Legian

Ikebuchi, Ni Luh Anjani and Triyuni, Ni Nyoman and Astawa, I Ketut (2022) Increasing Marriott Bonvoy Membership Through Green Marketing at Fairfield by Marriott Bali Legian. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

This research is conducted to identify green marketing that can be applied to increase Marriott Bonvoy membership at Fairfield by Marriott Bali Legian. Data collections methods used literature study, observation, interview, study documentation, and questionnaires. Interview was conducted with Sales Account Manager because this position is the most knowledgeable about specifically strategy of green marketing to increase Marriot Bonvoy membership. Questionnaires have been distributed into 5 respondents in departments of Sales & Marketing, Front Office, also Food & Beverage. Data analysis technique used qualitative descriptive analysis, Likert scale, SWOT analysis, Internal Factor Analysis Summary Matrix (IFAS), External Factor Analysis Summary Matrix (EFAS), Internal-External Matrix (IE), SWOT matrix, and Quantitative Strategic Planning Matrix (QSPM) analysis. The result showed that there were internal and external factors that influenced strategy in increasing Marriott Bonvoy membership through green marketing at Fairfield by Marriott Bali Legian. The result of data analysis for internal factors with IFAS score at 3,16 including 7P of green marketing mix such as green product, green price, green place, green promotion, green people, green process, and green physical evidence. While result of data analysis for external factors with EFAS score at 3,01 including competitors, politics and legislation, technology, social and culture, and economic environment. The result of IE Matrix showed the position of company is in cell I, which means the position in growth strategy stage with concentration through vertical integration. SWOT analysis resulted in 10 alternative strategies could be implemented in increasing Marriott Bonvoy membership through green marketing at Fairfield by Marriott Bali Legian. The result of QSPM analysis showed the appropriate strategy can be done to enhance Marriott Bonvoy membership through green marketing is expanding market share and taking advantage of technological development by maximizing green marketing activities through Marriott Bonvoy application and online social media with the TAS value at 275,0. Fairfield by Marriott Bali Legian should regularly conduct SWOT analysis for certain period of time, to determine market reactions against green marketing of company, since it influences by market trend. Hence company could improve existing or new strategy of green marketing in increasing Marriott Bonvoy membership.

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