Business Strategy For Tour And Travel Business Development Post Covid 19 In Bali Indonesia: Marketing And Swot Analysis Approach

Abstract

This research aims to find out and analyze the marketing strategies implemented by PT. ICS Travel Bali in increasing sales of post-COVID-19 tour packages. The data analysis technique was carried out in a qualitative descriptive manner starting with identifying influencing factors. The identified factors are grouped into IFAS which are internal factors (strengths and weaknesses) and EFAS which are external factors (opportunities and threats). Then the results of the grouping are calculated by calculating the weight and ranking of each factor to determine the company's quadrant position through the SWOT analysis diagram and then explaining the appropriate strategy using the SWOT matrix. From the research results it can be concluded that PT. ICS Travel Bali uses a marketing mix strategy including product, price, place and promotion strategies and to determine the impact of the marketing mix strategy on sales, it is necessary to apply a SWOT analysis with the Strengths-Opportunities (SO) strategy. ) with the formulation of an aggressive grand development strategy (growth oriented strategy) with strategy implementation in the form of a program to expand market segmentation, product diversification, improve service quality and price flexibility.