Vittorio, Elvin (2012) Analisis Dan Strategi Pemasaran Bayu Buana Di Timor Leste (Studi Kasus Pada VIP Travel Agent Di Dili). S1 thesis, STIE Indonesia Banking School.
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Abstract
Marketing strategy deals with product and its distribution, pricing, and selling. Bayu Buana product, in the case of this research, is international connecting tickets (from Denpasar, Singapore, and Darwin). It sells the tickets to people going out from and coming in to Timor Leste. PT Bayu Buaya Tbk (Bayu Buana) Head Office is based in Jakarta, and it is accreditated by IATA (International Air Transport Association). Bayu Buana since 2007 formaly penetrates Timor Leste market through appointing several travel agents in Dili, including VIP Travel Agent, Lda (VIP Travel Agent). As UNMIT (United Nations’ Mission Integration in Timor Leste) will be completed in 2012, and likely will other UN (United Nations’s) Agencies – as the country working toward its self administration, Bayu Buana will be exposed to a declining demand for the tickets. Another threat comes from the government who will approach IATA to promote its domestic travel agents to get IATA accreditation, when it happens, local travel agents would be able to directly issue international air tickets, thus no longer need to partner with Bayu Buana. On the other hand, the good news is, Timor Leste promissing economic development, which will attract expatriates foreign investors coming to Timor Leste, and create market opportunity for Bayu Buana to sell international flights. Applying SWOT analysis, thiscase study has scanned external industrial factors, and observed Bayu Buana strengths and weaknesses (internal factors) –including its vision and mission, to look for some feasible strategies. Overall, the internal and external factors analysis has included IFE, EFE, CPM, SWOT, SPACE, IE, and Grand Strategy Matrixs. The study then continued by using QSPM to analyse which approaches canbest represent the opted marketing strategy. This study has formulated acquisition strategy for local travel agent by aquiring some shares in VIP Travel Agent. This is inanticipation of greatercompetition from local travel agents when they can get the accreditation from IATA. Keywords: SWOT analyis, marketing strategy, pricing, product distribution, services.
| Item Type: | Thesis (S1) |
|---|---|
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Prodi S1 Manajemen |
| Depositing User: | Ms Dyta Medina |
| Date Deposited: | 13 Nov 2020 06:40 |
| Last Modified: | 13 Nov 2020 06:40 |
| URI: | http://repository.ibs.ac.id/id/eprint/1232 |
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