Application of Green Marketing Mix Strategy at The Evitel Resort Ubud

Utama, I Ketut Arya and Triyuni, Ni Nyoman and Wendri, I Gusti Made (2022) Application of Green Marketing Mix Strategy at The Evitel Resort Ubud. Repositori Politeknik Negeri Bali.

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Abstract

Green marketing is an idea in marketing management that is oriented towards environmentally friendly marketing management. The Evitel Resort Ubud utilizes the natural environment with a hotel location that prioritizes a green environment as a strategy to attract consumers or tourists. This study aims to determine the strategy for implementing the Green Marketing Mix and the most appropriate strategy to be applied at The Evitel Resort Ubud. Data collection techniques in this study is to conduct observations and interviews with hotel staff, especially to staff in the marketing department. The data processing technique used in this study is SWOT analysis (Strength, Weakness, Opportunity, Threatness) by reducing data, presenting data, and drawing conclusions. From the results of this study, it was found that there were 6 indicators as strengths, and 3 indicators as weaknesses from a total of 9 indicators of internal factors analyzed. The strength with the highest value is the competitiveness of product prices in the market and affordability for customers, while the weakness with the lowest value is the lack of recycling, the use of raw materials, and products that are not durable. Opportunities and threats owned by The Evitel Resort Ubud are 3 indicators as opportunities, and 3 indicators as threats from a total of 6 indicators. The opportunity with the highest value is in the purchasing power of tourists, while the threat is the number of new competitors adjacent to The Evitel resort Ubud and visa policies for tourists who come to Bali. The results of the IE matrix research place the company in a Stability position (cell IV) which shows that this growth strategy is a strategy that is implemented without changing the direction of the strategy that has been set. SWOT analysis produces 8 alterna-tive strategies that are expected to be implemented by the company.

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