ANALYSIS OF IMPLEMENTATION OF PROMOTION MIX STRATEGY AT HOLIDAY INN EXPRESS BARUNA BALI TO MAINTAIN THE MARKET

  • Ni Ketut Desi Susantini Tourism Departement, Politeknik Negeri Bali
  • I Gusti Putu Sutarma Tourism Departement, Politeknik Negeri Bali
  • Ni Luh Eka Armoni Tourism Departement, Politeknik Negeri Bali

Abstract

In order to win the competition and to keep the market segment, every hotel should establish the right marketing strategy one of which deals with promotional activities. This study analyzes the implementation of promotion mix strategy at Holiday Inn Express Baruna Bali in maintaining the market. Methods of data collection in this study use non-structured interviews and documentation methods, which became the speakers are the sales and marketing, especially Cluster Sales Executive and Cluster Sales Manager at Holiday Inn Express Baruna Bali. The analytical technique used is qualitative descriptive analysis that is by describing the data that has been collected and analyzed whether the theory of the promotion mix implemented according to existing theory or the company modify the promotion mix startegy. The results showed that the implementation of marketing mix strategy in maintaining the market in Holiday Inn Express Baruna Bali has been applied well.

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Published
Jul 9, 2018
How to Cite
SUSANTINI, Ni Ketut Desi; SUTARMA, I Gusti Putu; ARMONI, Ni Luh Eka. ANALYSIS OF IMPLEMENTATION OF PROMOTION MIX STRATEGY AT HOLIDAY INN EXPRESS BARUNA BALI TO MAINTAIN THE MARKET. Journal of Applied Sciences in Travel and Hospitality, [S.l.], v. 1, n. 1, p. 8, july 2018. ISSN 0000-0000. Available at: <http://ojs.pnb.ac.id/index.php/JASTH/article/view/907>. Date accessed: 18 aug. 2018.
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Articles