STRATEGI PEMASARAN DALAM MENINGKATKAN PENJUALAN PADA SERANGAN DIVE & WATERSPORT DI SERANGAN

Abstract

The  purpose  of  this  research  is  to  know  the  marketing  strategy  to  increase  income  on  Dive &  Watersport  attack  in  attack.  This  qualitative  descriptive  analysis  will  use  the  analysis  approach  of SWOT. Strengths and weaknesses are analyzed by the service marketing mix like product, price, place, promotion,  person,  physical evidence and  process.  The  opportunities and  threats  are  analyzed  with the responsive of security forces and the local communities and the beach cleanliness. The conclusion of this research  is  marketing  strategy  done  by  Dive  &  Watersport  attack  has  not  been  able  to  increase  sales because promotion activity which is not done effectively ie advertising activity (advertisement) is not done maximally. Promotional activities with the method of face-to-face (personal selling) has not done well, so there is often misunderstanding between employees and customers. Sales promotion activity has been done by Dive & Watersport Attack by giving special offer. Publicity activities have never been done by Dive & Watersport  attacks.  Suggestions  given  are  the  management  of  Dive  &  Watersport Attacks  need  to  plan and allocate budget for promotional programs such as advertising on brochures and magazines. Create work training programs for employees about the deepening of the English language and the importance of personal selling as well as knowledge on how to communicate and good service to consumers.