Quick Analysis and Strategy Mix Marketing to Improve Tour Package Sales in Bali

Abstract

This study aims to examine the right marketing mix strategy to increase tour packages on the island of Serangan, Bali which can be a benchmark in the development of tour packages in other potential tourist destinations area. Mix method (qualitative and quantitative) research, sampling of data used by random sampling. All variables (product, price, place or distribution channel, promotion) in the study were written in the IE matrix and analyzed using SWOT analysis, EFAS, and IFAS tables. Based on SWOT analysis can be explained that (1) Strengths Opportunities strategy is made by taking advantage of existing opportunities by optimizing internal strengths, maintaining the original strategy that has been implemented, and improving the conditions that have been achieved. (2) Strengths Threats strategy was made with the internal strengths of the Turtle Conservation and Education Center and overcoming existing external threats. (3) Weaknesses Opportunities strategy is implemented based on exploiting existing opportunities by minimizing internal weaknesses owned by the Turtle Conservation and Education Center on Serangan Island. (4) Weakness Threats strategy is based on business activities to minimize existing weaknesses and avoid external threats. The position of the SWOT quadrant is based on the x quadrant axis which is located at point 3.18 and the y quadrant axis is located at point 2.42, placed in Quadrant 1 so that it can be categorized as an aggressive support strategy. The growth strategy is designed to achieve growth in sales, assets, profits, or a combination of both. This can be achieved by lowering prices, developing new products, increasing product or service quality, or increasing access to a wider market. That strategy can be applied in other potential tourist destination areas.