Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Hadiati Fitri
Faculty of Economics
YARSI Universitas
Abstract
Penelitian ini dimaksudkan untuk mengetahui strategi bauran pemasaran dari industri travel
agen. Empat variable digunakan dalam penelitian ini yang meliputi : produk atau jasa, harga. promosi
dan tempat. Untuk mengetahui intensitas strategi kita mendefinisikan tujuan atau objective dari keempat
variable dan strategi yang dipakai dalam mencapai tujuannya, kemudian melihat masalah yang
dihadapi dalam pelaksanaan buaran pemasaran itu serta memberikan alternative pemecahan masalah
untuk memperbaikinya.
needs, the choice is guided by the concept of task is to improve production and
value and expected satisfaction. Human distribution efficiency and bring down prices.
society obtains these goods through the Second: The product concept holds that the
medium of exchange, which means that consumer favors quality product that are
people become specialist in the production of reasonably priced, and therefore little
particular products and trade them for other promotional effort is required. Third: The
things they need. A market is a group of selling concept holds that consumers will not
people who share a need. Marketing buy enough of the company’s product unless
encompasses those activities that represent they are stimulated through a substantial
working with the markets, that is, trying to selling and promotional effort. Fourth: The
actualize potential exchanges. marketing concept hold that the main task of
Marketing becomes one of the very the company is to determine what a chosen
important in the department in the set of customers needs, wants, and prefers
organization, since it works closely with and to adapt the company to delivering the
detailed planning of product and distribution desired satisfaction. Fifth: the societal
of service goods. For some business like marketing concept holds that the main task of
travel agencies its success rest entirely on the the company is to generate customer
marketing department which has to put up satisfaction and long-run consumer and
some financing schemes, among others. The societal well-being is the key to satisfying
success of such organizations rest on the organizational goals and responsibilities.
effectiveness of its marketing department. In developing a marketing strategy, the most
The same is true for many important part is to develop an effective
organizations and in this case, the travel marketing mix. A marketing mix is a
agency is no exception. Marketing particular combination of techniques, tactics,
department is tasked with the duty of and resources designed to achieve the
understanding and obtaining information on objectives of the marketing plan, and it covers
marketability of the product or services to the four variables over which the marketing
insure their distribution and assimilation in manager has some degree of control: product,
the market. price, place, and promotion. The skill of the
However, while the different types of marketing manager lies in understanding
organization have marketing departments how these variables interact, and in spreading
there is no single form of organization for the the company’s marketing efforts across them
marketing function. Rather it is said that this in the most effective way.
is dependent on the organizational form, on
the size of the company itself, etc STATEMENT OF PROBLEM
The problem of organization for marketing
departments is not much felt today because What is the profile of the travel agencies in
the emphasis center on the task of marketing terms of: type of organization, number of
management. Theories have come up with years in operation , classification of Agencies
conclusions that the task of marketing ?
management is the quest for information How do the companies implement the present
which led to the consumer’s satisfaction on marketing activities of the respondents with
the presumption that customer is the central respect to product, price, place and promotion
focus and concern of all organizational ?
activities. What the marketing mix strategies of the
Kotler (1997) mentioned five alternate selected travel agencies in term of product
philosophies which can guide organization in strategies, pricing strategies, promotion
carrying out their marketing activities. First, strategies and place strategies ?
the production concept holds that consumers
will favor product which are affordable and What are the major problems facing the
available, and therefore management’s major respondents in their marketing mix strategies
pricing, promotional activities, etc. The by the Department of Tourism. Out of these,
respondents are likewise limited to managers the researcher got 31 respondents who
and presidents of the travel agencies since cooperated in the survey.
most of these companies do not employ Statistical Treatment of the Data
marketing staff. The responses to the questionnaires
Method of Research are tallied, tabulated, and interpreted through
The study used the descriptive the use of frequency distribution, percentages,
method of research. The descriptive method and t-test.
of research is the type which looks into 1. Percentage. The data gathered were be
profile, events that foretell and project future organize and presented using the frequency
trends utilizing the survey approach. distribution method with the formula:
The Research instrument P (%) = n/N x 100
The researcher used the following Where:
instrument to facilitate the gathering of data P = percentage
1. Questionnaires n = number of responses falling under a
The researcher prepared a questionnaire in particular category
check list form which seek secure uniform N = Total number of respondents
responses. The questionnaire is a form 2. Frequency. It is actually the number of
which seeks to answer the questionnaire responses to a specific question or item in
regarding the marketing mix used by the the questionnaire
companies 3. Weighted Mead. The weighted mean is also
2. Interviews computed and the liker scale is used as the
Unstructured interviews were conducted basis for the interpretation of data. The
among some of the general manager of concept of boundary of numeral is
travel agencies after they answer the arbitrarily presented below
questionnaire in order to substantiate the Range Weigh Interpretation
response in the questionnaire 4.50 - 5.50 5
Most Important or Most
Effective
Very important or very
Sources and Gathering of Data 3.50 - 4.50 4
Effective
The primary sources of data are travel 2.50 - 3.50 3 Important or Effective
agency personnel, using a questionnaire. 1.50 - 2.50 2
Less Important or less
Secondary data come from documentary Effective
Unimportant or Less
literature, gathered from the Department of 0.50 – 1.50 1
Effective
Tourism, Securities and Exchange Review Related Studies and Literature
Commission (SEC).
Brochures, books, magazines and On related literature and Studies, the
publication proved very useful sources of researcher has viewed the writings of the
information. following authors, whose reviews or ideas are
found relevant to this study.
Sample Size and Sampling Technique Chuck Y. Gee, Kevin.B.Rober, Dexter J.L.
The respondent companies were Choy and James C. Makens for their views on
purposely chosen. The criteria used in the four of marketing mix variables in travel
selecting respondent companies were: agencies
1. They were travel agencies which were William J,Stanton for his views on the four P's
located in Makati area of marketing Mix and this four variables are
2. They were travel agencies which were interrelated where decision in one are usually
accredited by Department of Tourism affect action in the others.
3. Member of IATA (International Airline and Philip Kotler for his view that the marketing
Travel Association) and non IATA mix as the mixture of controllable marketing
There were 52 travel agencies located variable, where in the manager has control
in Makati area as accredited over the activities in the company or
mainly company accounts, since it depends distributing the product/ services, in this
on the membership of many association regard it has been done to find out the
factors that can influence the choice of
place. A majority of travel agencies choose
Table 3 the number of customers as the highest
Classification of Agencies factors in their selection of place and
Classification Number Percent subsequently followed by urban area,
IATA Member 22 70.97 % geographic concentration and size order.
Non-IATA 9 29.03 % The location of customers is the primary
Total 31 100.00 % consideration taken by the respondents.
Source : by research Due to competition, proximity to the market
is important, like tourist spots areas and
On the other hand, the non-IATA business centers are thus flooded with
agencies which number 29.03 per cent are not travel agencies.
member of International Travel Association. Table 4
They do not belong to any sales association a Selection of Place
majority of their sales come from immigrant’s Number Percent
visa holders
Number of 28 37.84 %
There are advantages of being a customers.
member of the IATA. Since the IATA is an
association of airlines, it is the agency that Urban area. 27 36.48 %
standardizes the plane fares of the member of
Geographic 12 16.22 %
which almost all airlines are member. Since a concentration of
travel agency earn mainly from commissions Market
or discount given to it by the airlines, it is
imperative that a travel agency become a Size order 7 9.46 %
member of IATA. The travel agencies that are
members of the IATA can offer more efficient Total 74 100.00 %
and faster services to its customer because Source : by research
they can deal directly with the airlines.
4. Promotion
The present activities of travel agencies in A majority of travel agencies use external
connection with marketing mix with regard promotion and only 32.26 per cent provide
to product, price, place and promotion internal promotion.
1. Product / Service
The agencies offer five basic services to their Table 5
customers, the services are reservation and Types of Promotion
ticketing, documentation of travel papers, Type Number Percent
acquisition of passport, acquisition of visas
External 21 67.74 %
and tours (domestic and international)
Promotion
2. Price
The travel agencies receive commissions Internal 10 32.26 %
from airline companies in selling tickets. Promotion
This enables the agencies to grant discount
to their clients. A great majority of Total 31 100.00 %
respondent travel agencies gives 5 percent Source : by research
discount to their customers and the lowest
rate given is 3 percent With regard to advertising media is
3. Place/Distribution utilized, the use of billboard are the most
When decision is made to open a branch, common form of advertising, followed by
the logical is to select the place for brochure and newspaper. Very few
cost (3.39), this strategies were adopted since The respondents give high value or
the companies want to increase more market priority to their reputation as means to
share in the future so they set up a price that increase sales and market share, this could be
lead to higher sales volume by lowering its achieve only by maintaining customer loyalty
unit cost. The second rank is setting prices and this may not possible without giving their
lower that the other competitors; third rank is best service quality. Inform the customer
high prices with a lot of about the advantages of services being offered
benefit such as immigration assistance; and to persuade customer to purchase
related insurance coverage and the last rank product/service were rated as very important
are low cost due to few benefits offered. component
Table 11 Table 12
Promotion Objectives Promotion Strategies
As shown direct marketing was given customer account so their loyalty is the main
high value by respondents company, since concern most of all.
most of the travel agencies have their own
costumer account or regular customer so this The Major Problem Facing the Respondents
strategy is very much applicable in industry. in their Marketing Mix Strategies in term of
Low cost in promotion shows the least rank Product/service, Price, Promotion and Place
among the other elements in promotion
strategy, this is because it will not give good Problem in Product/ Service
effect to overall marketing strategies. The Those problems that were agreed by
most widely used promotion tool by travel the respondent travel agencies are: difficulties
agencies is direct marketing Client seem more in satisfying customer; financial difficulties
comfortable personally availing themselves of caused by high cost due to a lot of benefits
the agencies products and services. As such, offered and wrong perception of customer
the promotion strategies utilized are in line of with regard to service rendered by travel
direct marketing. agencies i.e. in producing fake documenta-
tion.
Place Strategy
Deliver service easily and increase Table 14
market share were rated as most important, Problem in Product/Service Strategies
Just in time and safe delivery was considered
as very important. Delivery service easily is Components AW Interpret Rank
the priority in distribution objective since the M ation
company dealing mostly with traveling Difficulties in 2.70 Agree 2
document it needs immediate attention to satisfying
satisfactory outcome. customer needs
& preferences
Table 13
Place/ Distribution Objectives Wrong 2.52 Agree 3
perception of
Components AW Interpr Rank customer with
M etation regard to service
Increase 4.48 MI 2 render by travel
market share agencies e.g. in
producing fake
Deliver service 4.55 MI 1 documentation
easily
Negative image 2.18 Disagree 4
Just in time and 4.42 VI 3 of travel agency
safe delivery
High cost due to 2.95 Agree 1
x = 4.48 Sd =0.06 additional benefit
Source : by Research affecting financial
difficulties
With regard to place strategies
components, as pinpointed in the table 21 it Lack of services 2.09 Disagree 6
shows that all the components were great give to the
effect considered. customer
The first rank respondents’ choice
2.10 Disagree 5
was to focus on the group of potential
customer who appropriate to particular Change image
service offered; this is because most of the due to a lot of
respondents companies have their own benefits offered
x = 2.4 (Disagree) Sd = 0.36 this does not hold true in many situation like
Source : by Research those companies with have stable market.
Promotion Strategy Problems
Too many benefits offered by the
Respondents strictly agreed that on
company may not necessary for some the occurrence of problems like: travel
customers especially when it will lead to high agencies are spending high cost of promotion;
price so the companies found difficulties in severe competition in promotion,
satisfying their customer, while wrong
perception of customer with regard to the Table 16
service rendered is due to perception of some Problem in Promotion
customer that travel agencies could produce Components AWM Interpre Rank
tation
working visa in foreign country.
High cost of 3.41 Agree 1
promotion
Among the three components, to maintain distribution problems, this due to rapidity
good reputation of the company was given of the growth of travel agency in the
the highest rank. This can be concluded country.
that the respondent give high value or
priority to their reputation as a means to 5. The Possible Solution To The Problems to
increased sales and market share. Improve The Marketing Mix Strategies
Place
In place strategy, to focus on the group of Possible Solution To Product/Service
potential costumer who appropriate to Problems
particular service offered was given the Compromise with customers by explaining
highest rank, this is due to most of the the advantage and disadvantage of product
travel agencies have their own corporate or service offered are necessary due to the
account or fixed costumer. This can be belief that many customers may not aware
concluded that their loyalty is the main of its benefit. For the problem of high cost
concern of all To deliver service easily due to additional benefit, the employees of
was given the highest rank in travel agencies are necessary to give the
place/distribution objectives. Since the customer information and clear
company dealing mostly with traveling enumeration of the inclusion of services to
document, so naturally it needs immediate rationalize the high cost.
attention to meet satisfactory outcome.
Possible Solution To Price Problems
Major Problems Facing by The Respondents Since declining in prices due to stiff
in Their Marketing Mix Strategies and Their competition are common problem among
Possible Solution the travel agencies, it can be suggested that
Product non-price factor i.e. giving best service
High cost due to additional benefit affecting quality factor should be emphasize or place
financial difficulties was given the highest as priority
rank in product problem. This is because
too many benefit offered by the company Possible Solution To Promotion Problem
Since the promotion are interrelated to one
may not needed or necessary for some
another nevertheless the agencies should
customers, especially when it is will lead
make feasibility studies and financial
lead high price. forecast on the potential market and also
Price select the most effective tools in advertising
Declining in prices from price cutting was activities.
given the highest rank in price problem. It
can be concluded that in general many Possible Solution To Place Problems
companies adopted the same reaction when The companies should look for a group of
they were faced by strong competition in potential customer that have not been
the industry touched by other company and established
Promotion intensive distribution in order to solve the
High cost of promotion was given the problem on competition from similarly
highest rank in promotion problem. Since located travel agency and stiff competition
majority of travel agencies used billboard as to tap new market
their most common form of advertising, so
it can be concluded that others advertising Recommendation
media i.e. (magazines and television) which In the light of foregoing finding and
need higher cost than billboard are rarely the conclusion drawn, the following
used by the agencies. recommendation are offered by the
Place researcher:
Stiff competition to tap new market area
was found to be the highest rank in place or
Volume 2 Nomor 3, Desember 05/ Dzulqa’idah 1426 H ISSN 1411 - 0776
25
Dikta Ekonomi Jurnal Ekonomi dan Bisnis
1. It is advisable for all travel agencies to the market demand and competition
join the International Airline travel among the other travel agencies.
Association (IATA), since IATA strive to Promotion -- It is recommended that
producing safer, more regular, more during the lean season, the agencies
economical air transport and the airline is engage in special tours at special package
able to provide the best possible range of to lure more travelers. This may be
facilities to all categories of consumer and coupled with promotional devices
also to permit the carrier to harmonize intended to boost value.
and standardize their procedures, thus Place -- Place or distribution strategies are
reducing cost while making air transport structured by company's goals and
easier for the customer. objectives. It is recommended that an
2. With regard to stiff competition in prices, assessment of the market opportunities to
travel agencies should find a way for their formulate a systematic step approach be
business services to be distinct from the taken.
other competitors by giving more value 4. On the major problems encountered in
added to their services such as by giving marketing strategies and the possible
best and standardized services to their solution these problems.
customers: i.e., customer must not wait
for more than two minutes to see the Product -- On the problem of high cost
information asked and to see the final and due to additional benefit, it is
detailed amount of his bill. In recommended that travel agencies should
advertising, the travel agencies should emphasize the benefit of product or
emphasize more the promotion of their service being offered, their differences in
services and the expenses incurred may perception on service rendered must be
be cut down by engaging in promotional reconciled by keeping the market aware
tie-up with airline companies in tour of the activities being offered.
expectation. The companies should compromise with
customers by explaining the advantage
3. On the marketing mix strategies of travel and disadvantage of the product or
agencies in term of: service offered to solve problems in
Product -- To maintain quality services difficulties in satisfying customer needs
the travel should have continuous study and preferences.
of their customer's needs, strengths and Price -- With regard to the problem of
the weakness of the services offered by declining in prices from price cutting, it is
asking some feedback from their also recommended that the travel
customers. It is also recommended that agencies should agree on more
the company should ensure the consistent standardize price setting.
standard of the quality of their service in Promotion -- The respondents should
all form, such as the demeanor and forecast the possible activities in
personality of employees; impressive advertising as to promote their services
facilities and office environment etc. offering more maximize. Advertising
Price -- It is recommended that the should be utilized by the agencies to
company must continuously review their promote their services offering.
prices in order to meet the flexibility of However, expenses may be cut down by
the price changes in the industry by engaging in promotional tie up with
thorough study of the internal and airline companies in tour operation.
external factors in pricing. In Internal Place -- With regard to stiff competition to
factors the agencies should study the tap new market area, it is recommended
company's cost as well as the company's that the company should look for a group
objective; while for external factor, study of potential customers that have not been