Strategi Komunikasi Pemasaran Terpadu dalam Menghadapi Persaingan Pasar:(Studi Deskriptif pada Hotel Grand Zuri Yogyakarta 2016)

Dwi Haryati, Nunung Prajarto

2016 | Tesis | Ilmu Komunikasi

ABSTRACT The Integrated Marketing Communication Strategies In Facing The Competition ( The study case of Grand Zuri Yogyakarta Hotel ) In Yogyakarta, there are many kinds of Hotel . This condition appears many compertition between them. So, they try to give some excellent services and facilities to follow the competition. Every hotel does not always join the competition and master the marketing target successfully. It is need the marketing policies and strategies in facing of the competition. Without using the marketing strategies, a hotel cannot compete with other in this globalization era. It also can use in marketing of the products to get the profit. So, every hotel must implement the marketing strategies. The main problem of this research is how is the integrated market communication of Grand Zuri Yogyakarta Hotel in facing a market’s competition to improve the occupancy room. In this research, the researcher uses qualitative descriptive methods. The research conducts some interviews, observation, and documentation in the collecting data technique. The results obtained in the face of market competition, Grand Zuri conduct a situation analysis using market segments and targeted promotions. This is done so that the strategy that used the hotel Grand Zuri right on target. The hospitality industry is a service industry that is relatively transparent product differensi level and replicable. Hotelier generally perform relatively standard marketing practices by marketing similar products and mernpergunakan manner similar promotions. With so communication strategy undertaken by Hotel Grand Zuri very easily imitated by other hotels. Keyword : strategies, communication, the integrated marketing

Kata Kunci : Strategi Komunikasi Pemasaran