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Luh Putu Citrawati
Program Studi Manajemen Konvensi dan Perhelatan, Politeknik Pariwisata Bali
Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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Strategi Pemasaran Untuk Meningkatkan Penjualan Paket Wedding di The Ritz-Carlton, Bali Ni Luh Risma Saputri; Ketut Arjaya; Luh Putu Citrawati
Journal of Event and Convention Management Vol. 1 No. 1 (2022): Journal of Event and Convention Management 
Publisher : Pusat Penelitian dan Pengabdian Kepada Masyarakat, Politeknik Pariwisata Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52352/jecom.v1i1.818

Abstract

Besides its fame as a MICE events destination, Bali is also widely chosen by tourists to celebrate weddings, because Bali has various types of wedding venues equipped with numerous facilities. The emergence of the COVID-19 pandemic at the beginning of 2020 has affected every country all around the globe, including Indonesia; it has created significant damage to Indonesia's tourism sector, especially Bali. The descriptive analysis technique used by the author is the 7P of marketing (product, place, price, promotion, people, process, and physical evidence) and SWOT analysis (strength, weakness, opportunity, threat. As a result of this study, there are four marketing mix strategies to increase the sales of wedding packages in the COVID-19 era at The Ritz-Carlton, Bali. SO strategy CHSE certified company equipped with promotion of wedding package that is adjustable per clients' request and price flexibility in the midst of a global pandemic. ST strategy circles on increasing and creating new product variations of the wedding packages offered by improving the quality of the product and establisihing market segmentation in accordance with the COVID-19 situation and the company’s supporting facilities. WO strategy demands the business to optimize the utilization of technology and various platforms available to facilitate company’s activity through the internet, such as virtual venue tour.Last but not least, WT strategy concerns in improving the quality both in terms of wedding services and other service quality available in the hotel.
Strategi Pengembangan Produk Event Untuk Menarik Minat Pelanggan di Phenom Indonesia pada Masa Pndemi Covid-19 Ni Nyoman Ayuning Suryawati; Luh Putu Citrawati
Journal of Event and Convention Management Vol. 1 No. 2 (2022): Journal of Event and Convention Management 
Publisher : Pusat Penelitian dan Pengabdian Kepada Masyarakat, Politeknik Pariwisata Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52352/jecom.v1i2.945

Abstract

The purpose of this study was to determine the Event Product Development Strategy as an effort to increase sales and attract customer interest at Phenom Event Indonesia during the Covid-19 pandemic. The theory used is the business model canvas theory which consists of 9 elements, namely: Customer Segment, Value proposition, Channels, Customer relationship, Revenue stream, Source resources (Key Resources), Key activities (Key activities), Partnership (key partners), and financial structure (Cost structure) followed by a SWOT analysis. From the results of the study, it is known that there are several product development strategies carried out by Phenom Event Indonesia. These strategies are (1) creating the first virtual studio in Bali, (2) maintaining communication with customers, (3) collaborating with vendors, (4) updating more sophisticated virtual event equipment, (5) increasing HR competence in the virtual event field., (6) optimizing promotions using social media Tiktok, Youtube and Instagram
Co-Authors I Gusti Ayu Ratih Asmarani I Putu Gd Aditya Pradnya Putra Ketut Arjaya Ni Luh Risma Saputri Ni Nyoman Ayuning Suryawati