Perencanaan Kebijakan Strategi Pemasaran Pada PT. Tarra Tour & Travel

Abstract

ABSTRACT
The purpose of the sale of goods and services are to reach the highest profits in
accordance with a predetermined target enterprise. This must be achieved in order to achieve
optimal gain , not loss. A firm will suffer a loss if sales targets are not met. This can happen due
to a variety of factors. Internal factors such as unproductive work so that decreasing ticket
selling. The external factors are unable to compete with competitors who sell similar products.
Because of that, company need marketing strategy . It can also occur in service companies such
as ticket sales agents as PT . Tarra Tour & Travel. In order to maintain the survival of his
company, PT. Tarra use a simple strategy, so make ticket sales drop. Based on the background
of the problem, the aims of the study is to find out the root problem that occurred using
Fishbone diagram and determine a solution to the problems using SWOT analysis. From the
data processing, we can conclude that the root of the problems that occur in the company come
from the man that have less skilled, limited human resources. In addition also comes from
finance, equipment, documents and sale systems are not structured. As for the solutions
developed based on the SWOT analysis, strategy obtained SO (Expansion of market share), WO
Strategies (Preserve and maintain relationships with organizations using website ), ST
Strategies (Improving service charge to do the Memorandum of Understanding (MoU ) with the
Provincial Government), WT strategies (enterprises should make a special website so that
consumers can access enterprise wherever located) .
Keywords : Marketing, Fishbone Diagram, SWOT Analysis