PROPOSED MARKETING STRATEGY FOR WEDDING VENUE BUSINESS (CASE STUDY: RUMAH JOGLO PANDU)

Rumah Joglo Pandu is a family owned business that engaged in the wedding industry, specifically on wedding venue business. Rumah Joglo Pandu established on 2016 in Bogor, Indonesia. Even though Rumah Joglo pandu has running the business for approximately 2.5 years, the sales revenue are still low and unstable. This research aims to analyse the appropriate marketing strategy for wedding venue business, especially Rumah Joglo Pandu. This research methodology divided into two categories which are internal and external. For internal analysis, researcher use STP analysis and 7P Marketing Mix while for the external analysis, researcher use Porter Five Force analysis, competitor analysis, and consumer analysis. Those internal and external analyses are combined and summarized in SWOT analysis in order to find the root cause of the problem. To generates solutions to these problems, researcher used TOWS Matrix and developed 7P Marketing Mix. The results of analysis shows that Rumah Joglo Pandu faced problems from various aspects of 7P Marketing Mix which caused the unstable sales revenue. Therefore, researcher propose several marketing activities that could be used as a solution to increase the sales revenue of Rumah Joglo Pandu based on the analysis results. The action plan of the proposed marketing strategy will consists of scheduling activities, proposed budgeting, and estimated results.Keywords: Increasing Sales, 7P Marketing Mix, Marketing Strategy, Rumah Joglo Pandu, Wedding Venu