ANALISIS KOMPETITOR HOTEL SCARLET DAGO DENGAN MENGGUNAKAN PENDEKATAN ATRIBUT BAURAN PEMASARAN

Chairani, Syahfitri Rulya (2020) ANALISIS KOMPETITOR HOTEL SCARLET DAGO DENGAN MENGGUNAKAN PENDEKATAN ATRIBUT BAURAN PEMASARAN. D4 thesis, Poltekpar NHI Bandung.

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Abstract

This final project has objective to know how the marketing mix concept is implemented in Hotel Scarlet Dago and its competitors. The rapid developments occurring in hospitality industry affect each hotel in maintaining their business. In addition to seeing the implementation of marketing mix concept in hotel itself, an analysis of marketing mix concept applied in competitors could also be carried out. With the presence of phenomenon in the object of this research encourages the desire of the writer to find out more about marketing mix concept that has been applied. This research was conducted by collecting data in form of online review of one of the OTA platform of each hotels then proceed with a qualitative approach and descriptive analysis of the seven elements of marketing mix, namely, product, price, promotion, place, people, physical evidence, and process in Hotel Scarlet Dago and its competitors. Keywords: Hotel Scarlet Dago, Marketing mix, Competitor Analysis

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