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. Repositori 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 collection methods used literature study, observation, interview, study documentation, and questionnaires. Interviews were conducted with the Sales Account Manager because this position is the most knowledgeable about green marketing strategy. Questionnaires were distributed to five respondents in the departments of Sales & Marketing, Front Office, and Food & Beverage. The data analysis technique used is 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 for internal factors of 7P of Green Marketing with IFAS scores at 3.16 and external factors with EFAS score at 3,01. The result of IE Matrix showed the company’s position is in the cell I, which is a growth strategy with concentration through vertical integration. SWOT analysis resulted in 10 alternative strategies that could be implemented. The QSPM analysis showed that the appropriate strategy could be used to enhance Marriott Bonvoy membership through green marketing. It is expanding its market share and taking advantage of technological development by maximizing green marketing activities through Marriott Bonvoy application and online social media with a TAS value of 275.0. The company should regularly conduct a SWOT analysis to determine market reactions against green marketing since it influences market trends. Hence, the company could improve the existing or new strategy of green marketing in increasing Marriott Bonvoy membership

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