ALTERNATIVE MARKETING STRATEGIES FOR LOW SEASON PERIOD AT COURTYARD BY MARRIOTT BALI SEMINYAK RESORT

This study was conducted to identify the company's prioritized strategy in raising hotel revenue during low season. The research method use disacombined qualitative and quantitative method. The key respondents are 6 employees including managers in the Sales and Marketing Department. The data analysis techniques used are Internal Factor Analysis Summary (IFAS) and External Factor Analysis Summary (EFAS), Internal-External (IE) Matrix, and SWOT Analysis. The results of IFAS matrix showed that the main strength of the hotel is the service especially in the restaurant and Spa; the down side is not having a direct access to the beach. The EFAS matrix highlights good communication facilities particularly speedy internet that could reach the basement; the threat is many competitors offer cheaper room rates. The result soft the IE Matrix Assessment place the company in the position of Growth Cell (Concentration through Vertical Integration). SWOT analysis has resulted in 8 alternative marketing strategies. It is expected the study results could assist in developing the hotel positioning, and for potential guests to know about Courtyard by Marriott Bali Seminyak Resort.