Manajemen Strategi Pemasaran Pikatan Water Park di Temanggung oleh PD. Bhumi Phala Wisata

Muhammad Nurul Huda , Samodra Wibawa

2015 | Skripsi | Manajemen dan Kebijakan Publik (dh. Ilmu Administrasi Negara)

ABSTRACT The paradigm of development has changed from a system centralized to a decentralized, as well as the development of the tourism sector. One strategy in the development of the tourism sector, namely the decentralization of authority management of tourism to every district and town. Temanggung county government in the construction and development of the tourism sector to apply new management in tourism management Temanggung, one of which is the establishment of a PD.Bhumi Phala Wisata for management Pikatan Water Park. This study aims to analyze the management of marketing strategies Pikatan Water Park by PD.Bhumi Phala Wisata. In analyzing the marketing strategies of researchers using analytical tools such as Matrix Internal Factor Evaluation (IFE) Matrix External Factor Evaluation (EFE) Matrix Internal-External (IE) and also matrix of SWOT (Strength, Weakness, opportunities and threats). Based on the analysis of the IFE and EFE matrix, pull manager position Pikatan Water Park is PD.Bhumi Phala Wisata is the average position with a total score for the IFE matrix is 2.746 and the total score for the EFE matrix is 2.874. Therefore, the best strategy that should be done is to keep and maintain the position that has been achieved. General policy of this strategy is to penetrate the market and develop products. By maintaining its position as a tourist attraction varies, competitive prices and a strategic location with maximum service and maintain professionalism in the management of objects as well as the management company. Keywords: Development of tourism, management strategies, marketing management.

Kata Kunci : Manajemen Pemasaran