AUDIT MANAJEMEN PEMASARAN UNTUK MENILAI TINGKAT EFISIENSI DAN EFEKTIVITAS Di Hotel Pendidikan University Inn Malang
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Institusion
Universitas Muhammadiyah Malang
Author
MUHAMMAD, EFENDI
Subject
H Social Sciences (General)
Datestamp
2012-06-18 07:43:54
Abstract :
This experiment is a case study for marketing management audit at University Inn Hotel. Objective for this experiment is to discover marketing effectivity and efficiency within the hotel by doing marketing management audit for period 2006-2008. Marketing audit is a systematic process and comprise of structured and organized steps and procedures. Component of marketing functions that became the object of marketing audit in this experiment is company’s environment, marketing strategy, marketing organization, marketing system, selling productivity and other marketing functions. This experiment is using qualitative descriptive analysis method accompanied with quantitative analysis. Quantitative analysis is done by assessing plans and selling realization in order to gain maximum level of residencies. Qualitative analysis is done by collecting data/information about company’s marketing function and related theories, subsequent analysis is conducted using management audit elements such as criteria, causes, effect and recommendation. Data collection techniques used in this experiment are interview, documentation and observation. University Inn is a company in hospitality field focusing its enterprise in East Java region, particularly in Malang and its surroundings. Marketing function activities at University Inn has involving all its employees and company’s head in a matter of promoting their product. Company’s marketing function still lack of authorities and having small marketing fund, thus the company still haven’t got high-tech marketing information system. During the experiment, it is notable that efficiency and effectivity of room selling and food beverages selling is still not maximum, this is proved from high selling expenditure if compare with selling realization. This is happening due to the increase of petroleum price and higher operational fee for room maintenance.
This experiment is a case study for marketing management audit at University Inn Hotel. Objective for this experiment is to discover marketing effectivity and efficiency within the hotel by doing marketing management audit for period 2006-2008. Marketing audit is a systematic process and comprise of structured and organized steps and procedures. Component of marketing functions that became the object of marketing audit in this experiment is company’s environment, marketing strategy, marketing organization, marketing system, selling productivity and other marketing functions. This experiment is using qualitative descriptive analysis method accompanied with quantitative analysis. Quantitative analysis is done by assessing plans and selling realization in order to gain maximum level of residencies. Qualitative analysis is done by collecting data/information about company’s marketing function and related theories, subsequent analysis is conducted using management audit elements such as criteria, causes, effect and recommendation. Data collection techniques used in this experiment are interview, documentation and observation. University Inn is a company in hospitality field focusing its enterprise in East Java region, particularly in Malang and its surroundings. Marketing function activities at University Inn has involving all its employees and company’s head in a matter of promoting their product. Company’s marketing function still lack of authorities and having small marketing fund, thus the company still haven’t got high-tech marketing information system. During the experiment, it is notable that efficiency and effectivity of room selling and food beverages selling is still not maximum, this is proved from high selling expenditure if compare with selling realization. This is happening due to the increase of petroleum price and higher operational fee for room maintenance.
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