Marketing Strategy of Event Organizer During the Covid-19 Pandemic

Abstract

This study aims to develop the marketing strategy and the implementation plan for the strategy of the event organizer. The formulation of the strategy is preceded by internal and external analysis formulated with the Internal Factor Analysis Summaries (IFAS), External Factor Analysis Summaries (EFAS), Strength, Weakness Opportunity and Threat (SWOT), and Leadership & Institutional commitment, Relevance, Atmosphere, Internal Management & Organization, Sustainability, Efficiency & Productivity (LRAISE) as well as tools of analysis which underlie the formulation of marketing strategy plan during the Covid-19 Pandemic. The method used is descriptive qualitative and case studies that occur during the Covid-19 Pandemic. The results of the evaluation using the IFAS, EFAS and SWOT methods show that is in a strength position, while based on LRAISE, position is in a little bit strength on first quadrant. The study could be to implement in digital marketing by means of social media marketing, caring for old friends with implement the customer relationship management, making organizational structures and duties. Empowering the principals and functions of each position doing creative ideas to develop the business models, developing staff to be able to function as public relations or marketing personnel, implementing certain types of event organizers in certain fields. For example on industry automotive segment by building long-term cooperation with certain automotive companies.