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

Andriani, Dewi and Ernawati, Ni Made and Basi Arjana, I Wayan (2022) Marketing Mix Strategies to Increase Revenue at Aston Kuta Hotel & Residence. Repositori 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 hotels in increasing total revenue should use, 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 seven respondents (Sales & Marketing team, Front Office Leaders, and Finance Leader). The results showed that internal and external factors 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 targets. Based on the EFAS matrix analysis, it is known that the main opportunity is the optimal use of technological advances, while the main threat is consumer spending patterns. The results of IE Matrix show the company in the Growth V position. The SWOT analysis resulted in nine alternative marketing strategies. Based on calculation through QSPM Matrix, the priority is to improve the marketing routine by actively looking at the technology or application for digital marketing activities and optimizing the use of digital platforms such as rate shopping tools to set competitive prices.

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