STRATEGI PEMASARAN MARKET ATK DALAM MENINGKATKAN JUMLAH PENGUNJUNG BERDASARKAN ANALISIS TOWS (STUDI KASUS SAHABAT BARU 2 KEDIRI JAWA TIMUR)
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Abstract
Visitor attendance is a key element in the success of various types of businesses, including commerce, tourism, and public services. In an increasingly competitive era, it is essential for organizations to develop effective strategies to increase their visitor numbers. TOWS (Threats, Opportunities, Weaknesses, Strengths) analysis is an approach that can help organizations identify internal and external factors influencing visitor counts, as well as formulate appropriate strategies. This study combines the concept of TOWS analysis with visitor strategies to develop a holistic approach to increasing visitor numbers. First, an internal factor analysis is conducted to identify the organization's strengths and weaknesses related to their offerings and facilities. Then, external factors such as market trends, competition, and environmental changes are evaluated to identify opportunities and threats that can be capitalized on or overcome. The results of the TOWS analysis provide the foundation for strategy development. The resulting strategies encompass various initiatives, ranging from improving marketing and promotion, developing new products or services, to enhancing service quality and visitor experience. Additionally, the strategies consider collaboration with stakeholders, the adoption of new technologies, and operational efficiency improvements. This study demonstrates that a TOWS analysis-based approach can help organizations holistically understand their environment and formulate more effective strategies to increase visitor numbers. By integrating TOWS analysis into the strategic planning process, organizations can maximize their potential to attract and retain visitors and achieve their long-term goals.
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Articles
Main Article Content
Abstract
Visitor attendance is a key element in the success of various types of businesses, including commerce, tourism, and public services. In an increasingly competitive era, it is essential for organizations to develop effective strategies to increase their visitor numbers. TOWS (Threats, Opportunities, Weaknesses, Strengths) analysis is an approach that can help organizations identify internal and external factors influencing visitor counts, as well as formulate appropriate strategies. This study combines the concept of TOWS analysis with visitor strategies to develop a holistic approach to increasing visitor numbers. First, an internal factor analysis is conducted to identify the organization's strengths and weaknesses related to their offerings and facilities. Then, external factors such as market trends, competition, and environmental changes are evaluated to identify opportunities and threats that can be capitalized on or overcome. The results of the TOWS analysis provide the foundation for strategy development. The resulting strategies encompass various initiatives, ranging from improving marketing and promotion, developing new products or services, to enhancing service quality and visitor experience. Additionally, the strategies consider collaboration with stakeholders, the adoption of new technologies, and operational efficiency improvements. This study demonstrates that a TOWS analysis-based approach can help organizations holistically understand their environment and formulate more effective strategies to increase visitor numbers. By integrating TOWS analysis into the strategic planning process, organizations can maximize their potential to attract and retain visitors and achieve their long-term goals.