4P Dimension in The Form of Local Product as Green Marketing Strategy at The Trans Resort Bali

Dipani, Luh Eva and Sudiarta, Made and Mataram, I Gusti Agung Bagus (2023) 4P Dimension in The Form of Local Product as Green Marketing Strategy at The Trans Resort Bali. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

Marketing requires a strategy that is characterizing and unique. This research was conducted to find out The Trans Resort Bali's strategy for marketing products and services in supporting green marketing. The data collection methods are observation, documentation, and interviews. The analysis technique applied is qualitative descriptive analysis. In this research, determination of informants as data sources in research conducted with purposive sampling technique. The informants included Marketing Communication Manager, host staff, and Food and Beverage staff. The result of this study is there are some efforts carried out by the company to support green marketing, namely by empowering local products through Golocal Menu. In supporting the 4P aspects of green marketing, there have been some measures namely, green product aspects where Golocal is an environmentally friendly product. Green promotion aspects, which promotions that minimize environmental impacts, the green price aspect is the price of environmentally friendly products offered according to product quality and green place aspects such as the implementation of environmentally friendly tools, the use of CNG (compressed natural gas) as a step to reduce emissions, surplus food management, and waste management. Some of the actions carried out still have efforts not been maximal, such as ineffective waste management due to a lack of supervision of employees. Therefore, the researcher suggests that waste management supervision can be improved especially on waste segregation to facilitate the next waste management process so that it does not have a negative impact on the environment.

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