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All Journal Journal of Applied Studies in Language International Journal of Applied Sciences in Tourism and Events Jurnal Bisnis dan Kewirausahaan Journal of Applied Sciences in Travel and Hospitality International Journal of Glocal Tourism International Journal of Travel, Hospitality and Events Journal of Applied Sciences in Travel and Hospitality International Journal of Green Tourism Research and Applications Jurnal Sains Terapan Pariwisata Jurnal Penelitian Pendidikan Indonesia
Ni Putu Wiwiek Ary Susyarini
Politeknik Negeri Bali
Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Library & Information Science Public Health Social Sciences Transportation Veterinary Other

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Journal : Jurnal Sains Terapan Pariwisata

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Marketing Strategies And Food And Beverage Sales At Vila Lumbung I Putu Dio Oscar Pramudia; Ni Putu Wiwiek Ary Susyarini; I Nyoman Mei Rejeki; Ni Nyoman Triyuni
Jurnal Sains Terapan Pariwisata Vol. 6 No. 3 (2021): Jurnal Sains Terapan Pariwisata
Publisher : Politeknik Sahid

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Abstract

This study is to identify the strengths and weaknesses of internal factors, to identify opportunities and threats from external factors, and to assess the appropriate strategies to be applied at Vila Lumbung, Bali, Indonesia. Data collection methods used are participant observation, structured interviews, questionnaires and documentation. The analysis techniques used in this study are descriptive qualitative analysis, Internal Factor Analysis Summar (IFAS) Matrix, External Factor Analysis Summary (EFAS) Matrix, Internal-External Matrix (IE), SWOT analysis and Quantitative Strategic Planning Matrix (QSPM) analysis. There are internal and external factors that influence the marketing strategy to increase food and beverage sales which carried out by the sales marketing and F&B staff at the Vila Lumbung. Based on the results of IFAS matrix analysis, the main strength are strategic location and employee hospitality in providing services, while the main weaknesses is complete facilities to support marketing strategies to increase food and beverage sales. Based on the results of the EFAS matrix analysis, it is known that the main opportunity is the hospitality of the local people, while the main threat faced are consumer spending patterns and global economic conditions. The results of the IE Matrix research, show that the company was place in the Growth (Cell V) position. The SWOT analysis resulted in 9 alternative marketing strategies, from that 9 strategies obtained by 3 marketing strategies that were prioritized and were calculated through the QSPM Matrix, with a total TAS 347.50, 315.14, and 307.65.
Co-Authors Ayu Dwi Yulianthi Dewa Made Suria Antara Gede Ginaya I Gede Arimbawa I Gede Mudana I Gusti Agung Mas Krisna Komala Sari I Ketut Budarma I Nyoman Kanca I Nyoman Mei Rejeki I Putu Astawa I Putu Dio Oscar Pramudia I Putu Mertha Astawa I Wayan Eka Dian Rahmanu Ida Bagus Gde Nova Winarta Kadek Intan Diastari Dewi Luh Putu Kristiani Made Sudiarta Ni Luh Eka Armoni Ni Made Ayu Saraswati Ni Made Rai Sukmawati Ni Made Sudarmini Ni Nyoman Sri Astuti Ni Nyoman Triyuni Ni Putu Somawati Ni Wayan Wahyu Astuti Solihin Solihin