STRATEGI PEMASARAN TEMPAT PERTUNJUKAN TARI BARONG DI CATUR EKA BUDI DESA KESIMAN, KOTA DENPASAR

Ni Komang Dewi Widiastari

Abstract


Existence of Catur Eka Budi as a new product component in Bali’s tourism must be remaining to maintain. For continuation of all problems that emerge relate to marketing so that to overcome. With the result that this research discuses about Catur Eka Budi marketing strategy at Kesiman village, Denpasar Timur cities.

Aim of this research is to know of internal factor and external factor of Catur Eka Budi and next formulates its marketing strategy then formulated with several of marketing programs. Data was collected by observation, interview, questioner and bibliography study, later data was analyzed with Internal-External approach (IE) and SWOT analysis. The research result indicates that strength factor of Catur Eka Budi is the product owned by Catur Eka Budi, employee’s attitude, and appearance is good, facility is enough complete, beauty and building architecture is beautiful, hygience, ticket price is cheap and hotel distance to Catur Eka Budi is not too far. Whereas its weakness is lack of transportation to Catur Eka Budi, lack of promotion intensity, employees quality in informing about Catur Eka Budi and employees ability in English. Opportunity factor in marketing is its conducive on security in Bali, local society’s attitude, price level that given by tourism travel agent, rupiah rate is weak, modern technology utilization, level of purchasing power of tourist and supporting government. Whereas threat that pursuing is Travel Advisory from some countries, lack of local government support, threat entry of new comer, competition between object and the influence increasing fuel oil price. Based on grand strategy that analyzed with matrix Internal-External (IE), position of Catur Eka Budi is in cell IV, that means grow and construct that is human resource improvement through by training and course. Whereas alternative strategy that formulated by SWOT analysis namely product development strategy and improvement of huan resource. Based on the alternative strategy can be formulated some marketing program fundamental that are: mprove human resource trought by training, education, compensation, optimally website, set billboard or banner always cooperate with all parties that related to marketing of Catur Eka Budi, improve bonus and reward to the guide and it is maintaining market share this time.

Based on the discussion result can be suggested to marketing strategy of Catur Eka Budi that is improve product quality, target on market share and improve promotion, keep and cooperation improvement and improve education and training to employees.


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