Marketing Strategy Development and Implementation Plan for Tirta Business Unit PT Pembangunan Jaya Ancol

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Wulaningtyas, Devayanti A. and Alireja, Sumardi and Asril, Reddy and Nugraha, Edwin and Camelien, Ricky and L.S., Ronny Marudut (2009) Marketing Strategy Development and Implementation Plan for Tirta Business Unit PT Pembangunan Jaya Ancol. Project Report. Sekolah Tinggi Manajemen IPMI, Jakarta Selatan. (Unpublished)

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Abstract

PT Pembangunan Jaya Ancol, Tbk. (Ancol) is an integrated tourism and property company with a vision "To become the largest and most reputable integrated tourism and property in South-East Asia with the biggest recreation network coverage by 2015". One of their recreation units is TIRTA which has two recreation parks: Atlantis Water Adventure (AWA) and Gelanggang Samudera Ancol (GSA). AWA is a water park which is considered to be the oldest water park in Indonesia while GSA is a park where sea animals perform shows. From internal point view, the recreation unit team currently thinks that the public brand awareness on these two recreation units is not up to their expectation and needs to be improved. The team also looks for ways to improve the contents of both AWA & GSA recreation park. Looking at external threat, many property developers build theme parks at their residential estates as a main promotion tool to market their core products, Another one come from shopping malls developer since malls have turned into "city park With this condition, all market players face a very tight competition to win the customers. Ancol and IPMI MBA Program have engaged in a Group Field Project to develop a marketing strategy and marketing plan for TIRTA business unit with the objective to improve AWA and GSA brand awareness and their marketing aspects.

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: 17 Jan 2020 02:51
Last Modified: 22 Jan 2020 02:50
URI: http://repository.ipmi.ac.id/id/eprint/339

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