Green Marketing Mix Strategy in Supporting Sales Volume of MICE Venue at BICC The Westin Resort Nusa Dua Bali

Jnana, I Komang Urip (2025) Green Marketing Mix Strategy in Supporting Sales Volume of MICE Venue at BICC The Westin Resort Nusa Dua Bali. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

This study aims to identify the strengths, weaknesses, opportunities, and threats of the green marketing mix strategy to increase the sales volume of MICE venues at the Bali International Convention Centre (BICC). It is expected that this study can find the most appropriate green marketing mix strategy to be implemented by the Sales & Marketing Department to Supporting the sales volume of MICE venues at BICC. Data were collected through observation, documentation, and structured interviews. The analysis techniques used include Quantitative Descriptive Analysis, Qualitative Descriptive Analysis, Matrix Internal Factor Analysis Summary (IFAS), Matrix External Factor Analysis Summary (EFAS), Matrix Internal-External (IE), SWOT Analysis, and Analysis Quantitative Strategic Planning Matrix (QSPM). The results of the study indicate that there are internal and external factors that influence the green marketing mix strategy to increase the sales volume of MICE venues at BICC. Based on the IFAS matrix analysis with a total score of 3,49, the Major Strength is the product does not use harmful animal component , while the main weakness is there’s special price given to guest who return to conduct an event From the EFAS matrix analysis, the total score is 3,37, the main opportunity is purchasing power of market share guest The main threat is many hotels and conventions in Bali sell the same products and prices tend to be cheaper The IE Matrix analysis places the company in the position growth strategy (Cell I) The SWOT analysis produces 6 alternative green marketing mix strategies, with 3 main strategies as priorities based on the QSPM Matrix calculation, namely: 1) Value-Added Offers to compete competitor convention which sell product with price cheaper (TAS 217,3), 2) Using special price for returning guest who consider the budget for organizing an event (TAS 204,2), dan 3) Promotion through personal selling targeting various segments of market share guest (TAS 198,4).

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	SWOT Analysis, Strategy, Green Marketing Mix, Convention
Subjects:	Ilmu Sosial Humaniora
Divisions:	Jurusan Pariwisata > Prodi D4 Manajemen Bisnis Pariwisata > Skripsi
Depositing User:	I Komang Urip Jnana
Date Deposited:	16 Aug 2025 10:05
Last Modified:	16 Aug 2025 10:05
URI:	https://repository.pnb.ac.id/id/eprint/16147

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