Implementasi Strategi dan Bauran Pemasaran di Hotel Novotel Lampung

Abstract

This study aims to analyze the marketing strategy and implementation of the marketing mix of the Novotel Lampung Hotel. Data collection techniques through observation, interviews and document studies. The data analysis used is qualitative descriptive. The results show that guests who come for business and leisure purposes are designated as a market segment of the Novotel Lampung Hotel in addition to referring to geographical, demographic and psychographic aspects, also considering the location of the hotel and the facilities it has. The target of the Novotel Lampung Hotel is guests from the middle to upper class which includes agencies, institutions, both Provincial and Regency Governments in Lampung as well as large companies around Lampung. The positioning of Hotel Novotel Lampung as a business hotel with the best service is based on its superior products. Novotel Lampung Hotel implements seven elements of the marketing mix to achieve the set targets. The products offered, pricing strategies, locations, promotional activities, people, service processes, physical evidence of Hotel Novotel Lampung are a series of products and services aimed at providing additional benefits for guests that differentiate from competing offers and are tailored to the latest developments and trends.

Keywords: Hotel Marketing, Marketing Strategy, Marketing Mix