Implementasi Strategi Pemasaran Gembira Loka Zoo

Riza Choiruddin , Ely Susanto

2016 | Skripsi | Manajemen dan Kebijakan Publik (dh. Ilmu Administrasi Negara)

ABSTRACT Gembira Loka Zoo (GLZoo) formerly known as Gembira Loka Botanical Garden and Zoo is the only zoo in Yogyakarta city. Since GLZoo was managed by PT Buana Alam Tirta (BAT), GLZoo has been transformed into one of the most popular tourism destinations by the highest number of tourists in the province. The purpose of this study is to determine the implementations and the key factors of GLZoo marketing strategy. This study focuses on the implementations of marketing strategy used by GLZoo management under PT BAT in 2010 to 2015 by using analysis of STP (Segmentation, Targeting, Positioning) and 7P (Product, Promotion, Place, Price, Personnel, Physical Facility, Process Management). This research is a qualitative descriptive study. Collecting data in this study was conducted using interviews, observation, and documentation. The data obtained are then tested with the technique of triangulation of data sources. Furthermore, the data obtained were arranged and analyzed to take a conclusion of this research. Based on the results of the study, STP strategy conducted by GLZoo management, namely: (1) market segmentation is done in demographics, psychographic, and geographic; (2) targeting activity is conducted in more targeted at the students in the schools; and (3) positioning is done by changing GLZoo name, creation of difabled-friendly concept, and creation of the slogan is not just recreation. Associated with 7P marketing strategies, namely: (1) GLZoo superior products are collection of animals, animal attractions and games; (2) promotion is mostly done using websites and social media; (3) GLZoo has a strategic location; (4) GLZoo uses discount strategy, combination of price and rises the ticket price to optimize revenue; (5) increases staff capacity through variety of general and special training; (6) GLZoo builds various physical facilities such as renovation of roads, buildings, and tourist facilities; and (7) management process is focused on the active participation of leaders and their marketing research, creation of organizational culture through cooperation and communication between sections, and controls marketing performance through regular meetings and observations. The author provides recommendations related to STP strategy, namely: (1) determine the most potential priority of the market segments for development; (2) determine priority of the tourists target in accordance with the predetermined priority segments; and (3) create a new positioning as a zoo with regional identity. While the recommendations relating to the 7P strategy, namely: (1) offer tourism products with the package system; (2) hold a photography competition regularly through website; (3) establishing of community GLZoo parking; (4) offering tickets for games with the package system; (5) adding personnel through an open selection; (6) the addition of ATM machines; and (7) forming a marketing research team. Keywords : Implementation; Marketing strategy; Gembira Loka Zoo

Kata Kunci : Strategi Pemasaran