Determining Strategic Decision at Jenggala Lestari Using TOWS-AHP to Develop Marketing Strategy
Unlocking Loyalty beyond Connectivity: A Customer-Centric Approach through B2B Customer Experience Management in the Digital Telco Company
July 13, 2024Value Co-Creation Strategy based on Five Gaps of Service Quality Identification: Case Study of a 3-Star Hotel in Jayapura
July 16, 2024Determining Strategic Decision at Jenggala Lestari Using TOWS-AHP to Develop Marketing Strategy
ABSTRACT : Jenggala Lestari, established in 2020, faced a significant revenue decline in the third quarter of 2023 despite an overall increase in tourist visits to Bandung. This study utilized the TOWS-AHP methodology to identify and address the root causes of the revenue decline. The SWOT analysis highlighted strengths such as diverse activities, strategic location, and sustainability commitment, but also identified weaknesses like high operational costs and lack of online presence. The TOWS matrix developed strategic alternatives, with “Invest in Digital Marketing” (WO3) emerging as the optimal strategy. This involves creating an official website, enhancing social media presence, and partnering with online booking platforms to increase brand awareness, attract more visitors, and ultimately boost revenue. This comprehensive approach ensures that the proposed strategies are feasible and aligned with the company’s strengths and market opportunities.
KEYWORDS – SWOT Analysis, TOWS Matrix Analysis, Analytical Hierarchy Process (AHP), Tourism, Eco-tourism.