Event Organizer Marketing Strategy in Palembang Facing the Covid-19 Pandemic

Case Study: Assamsi Media Group

DOI

10.2991/aebmr.k.211223.008How to use a DOI?

Keywords

Marketing Strategy; Event Marketing; Quantitative SWOT

Abstract

This study aims to produce a marketing strategy that can be implemented by Assamsi Media Group during the Covid-19 pandemic. This type of research is field research reinforced by survey methods to two sample categories using the proportionate stratified random sampling method resulting in 52 consumer respondents and 3 internal company respondents. The analytical tool used is quantitative SWOT to determine the current condition of the company so that the resulting marketing strategy selection is more precise and measurable. Internal factors of the study were reviewed through the marketing mix and external factors were reviewed through suppliers, customers, economy, and socio-culture. The results show that the best strategy that can be implemented is the turn-on strategy, namely by replacing the physical presence of the office into a virtual one using digital information technology to build interactive websites and prepare advertisements in the form of videos with quality content and the company’s ability to be disseminated through social media.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Pelliyezer Karo Karo
AU  - Sarah Christine Novianti
PY  - 2021
DA  - 2021/12/24
TI  - Event Organizer Marketing Strategy in Palembang Facing the Covid-19 Pandemic
BT  - Proceedings of the Palembang Tourism Forum 2021 (PTF 2021)
PB  - Atlantis Press
SP  - 57
EP  - 62
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.211223.008
DO  - 10.2991/aebmr.k.211223.008
ID  - Karo2021
ER  -