STRATEGI PEMASARAN UNTUK MENINGKATKAN VOLUME PENJUALAN DI CAVINTON HOTEL YOGYAKARTA

Abstract

The establishment of the hotel in Yogyakarta grown up in numbers has increasingly led to tight competition in the hospitality industry. This competition generate management should have a marketing strategy in order to increase the sales volume from time to time. The purpose of this study is to find out how marketing strategies to increase the sales volume in Cavinton Hotel Yogyakarta. This research study uses a descriptive quantitative method and SWOT analysis to have advantage of opportunities and maximize strengths, reduce weaknesses and avoid threats. The strategy of S-O, S-T, W-O, and W-T applied to increase the sales volume in Cavinton Hotel Yogyakarta such as adding hotel facility of meeting room and Malioboro sky lounge & bar, promoting food and beverage products according to the tastes and needs of the general public, developing facilities for education in the form of table manner and cooking class, product innovation for family special event, marketing through B2B and B2C, providing competitive price levels, and provision of training to the employees.