Integrated Marketing Strategy of Ancol-Jakarta Bay City

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Sirait, David Romulo and Charis, Rajiel and Sriwijayanti, Nurul Kartika and Triansyah, Pepta and Hadisumaro, Tina Santoso and Panjaitan, Wimpie F. and Syarif, Yuliani (2005) Integrated Marketing Strategy of Ancol-Jakarta Bay City. Project Report. Sekolah Tinggi Manajemen IPMI, Jakarta. (Unpublished)

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Abstract

In the mid of 2005, PT. Pembangunan Jaya Ancol re-launched its Taman Impian Jaya Ancol product to become Ancol Jakarta Bay City (Ancol - JBC). Stagnancy in the mumber of Ancol's visitor per year and increased competition are the main drivers of this re-launch. Malls and theme park in the residential areas are considered as threats. This Group Field Project aims to give recommendation to Ancol's management on integrated marketing strategy of Ancol Jakarta Bay City. The recommendation consists of marketing strategy (Segmenting- Targeting- Positioning) and action plan (Marketing Mix-7P). The methodology used by the group are identifying issues, formulating hypothesis, collecting information from Ancol's management and Business Unit managers, survey and bench marking, analysis and formulating recommendation. Survey shows that the most visited place for recreation is mall. Most respondents visit Ancol less than 2 times per year. They expect Ancol to have a clean and sandy beach Most respondents perceive Ancol JBC as recreational city "bemuansa pantai". Shopping Mall and Restaurant / Cafe are two of the most expected places to be found in Ancol Jakarta Bay City.

Item Type: Monograph (Project Report)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Library > GFP (Group Field Project)
Depositing User: Dede Faujiah
Date Deposited: 16 Jan 2020 10:16
Last Modified: 22 Jan 2020 02:47
URI: http://repository.ipmi.ac.id/id/eprint/279

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