Promotion Strategy in Grand Mercure Medan Angkasa Hotel by SWOT Analysis

DOI

10.2991/icoma-18.2019.81How to use a DOI?

Keywords

Marketing Strategy, Promotion Mix, SWOT Analysis

Abstract

Economic developments and times are increasingly making people increasingly selective in choosing products or services. The emergence of new companies engaged in services and products that trigger the emergence of very competitive and tight competition in the business world. This situation is also experienced by service companies engaged in hospitality. In this globalization era, lodging services, meeting rooms to restaurants are needed by business people and tourists. The success of the company (hotel) is determined by the hotel management in managing the marketing mix, especially the promotion mix because promotion is a determining factor for the success of a marketing program. Grand Mercure Medan Angkasa Hotel realizes the importance of maintaining its level of sales and existence, so the Grand Mercure Medan Angkasa Hotel compiles and implements the right and unique promotional strategies to achieve company goals. This research purpose is to describe the implementation of the promotion strategy carried out by the Grand Mercure Hotel Medan Angkasa. The methodology used is descriptive qualitative. Where this research was carried out by interview, observation and documentation. The results of this study are promotional strategies implemented by the Grand Mercure Medan Hotel Angaksa in the form of external promotions and internal promotions that use many promotional media such as flyers, billboards, newspaper radio, television and social media. By providing unique promos and different from competitors who can increase the level of room sales of Grand Mercure Medan Angkasa Hotel during low season.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Riandhita Eri Werdani
AU  - Nurul Imani Kurniawati
AU  - Ghozian Aulia Pradhana
AU  - Treicy Putri Hagana Ginting
PY  - 2019/10
DA  - 2019/10
TI  - Promotion Strategy in Grand Mercure Medan Angkasa Hotel by SWOT Analysis
BT  - Proceedings of the International Conference on Maritime and Archipelago (ICoMA 2018)
PB  - Atlantis Press
SP  - 380
EP  - 383
SN  - 2352-5401
UR  - https://doi.org/10.2991/icoma-18.2019.81
DO  - 10.2991/icoma-18.2019.81
ID  - Werdani2019/10
ER  -