| dc.description.abstract | This study aims to determine alternative marketing strategies and their
implications for marketing Rameyza Tour & Travel Branch Bondowoso.
Analytical method used is SWOT analysis. Internal factor analysis (IFAS) and
external factors (EFAS) are used to determine the firm's position through the
quadrant table. IE Metrics and SWOT Metrics are used to determine marketing
strategic formulations that are appropriate to current corporate conditions. The
results showed that Rameyza Tour & Travel Bondowoso Branch is in quadrant V,
this means marketing strategy that must be done is horizontal innovation strategy
that is in applying its strategy focused on the addition or improvement to the
implementation of the function of each activity in the business unit of Tour &
Travel service . In the description of SWOT metrics, there are several alternative
marketing strategies such as: 1) Improving partnership with institutions and
schools, 2) Increasing online promotion to expand market, 3) Promoting
promotion especially service for private tour and attracting foreign tourists. 4)
Maintaining continuous service quality, 5) Expanding the market by adding
products sold, such as aircraft ticketing service, and railways as a productdiversified form. | en_US |
