Open AccessANALISIS STRATEGI BAURAN PROMOSI DAN STRATEGI SALURAN DISTRIBUSI PADA UNIT KELOLA ARCHIPELAGO INTERNATIONAL PADA SITUASI PANDEMI COVID-19 KOTA DENPASAR, BALI
Author(s) -
Fadillah Manuhutu,
Ida Ayu Putri Widawati,
Amirosa Ria Satiadji
Publication year - 2022
Publication title -
tulisan ilmiah pariwisata
Language(s) - English
Resource type - Journals
ISSN - 2720-9873
DOI - 10.31314/tulip.4.2.84-97.2021
Subject(s) - swot analysis , business , distribution (mathematics) , promotion (chess) , sales promotion , marketing , marketing strategy , publicity , advertising , sales management , mathematics , political science , mathematical analysis , politics , law
The objectives of this study are (1) to analyze the marketing promotion strategy of hotel products carried out by Aston Denpasar, Neo Denpasar, Quest Denpasar during the covid-19 pandemic, (2) to analyze the marketing distribution channel strategy carried out by Aston Denpasar, Neo Denpasar, Quest Denpasar during the covid-19 pandemic, (3) To determine the right promotion strategy and distribution channel strategy during the covid 19 pandemic. This research uses qualitative research. Data analysis uses SWOT analysis where SWOT analysis is a tool used to compile the company's strategic factors. The results of this study. (1) The strategy used three hotels is to carry out the same promotional mix, namely personal selling, advertising, sales promotion and publicity strategies. (2) The distribution channel strategy carried out by Aston Denpasar, Neo Denpasar and Quest Hotels is where the hotel determines the best distribution channel for its products to meet customer needs. Consumer needs used direct distribution and distribution through wholesale agents. (3) The marketing and distribution mix recommendation strategy through swot analysis is in a growth strategy through horizontal integration.