MOHAMMAD JAMIL RIZWAN, - (2022) MARKETING MIX STRATEGY IN CRISIS (COVID-19 PANDEMIC): A STUDY AT PRIMEBIZ HOTEL SURABAYA. Thesis thesis, UNIVERSITAS AIRLANGGA.

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Abstract

The safety of their constituents is the top worry of governments and enterprises due to the clear global impact of COVID-19 on people. Although this focus was maintained, the effects on corporate profits and economic growth will almost likely cause a significant sell-off in equities markets all over the world. Considering that the extreme bad conditions were among the first to harm hotel and leisure clients. It was encouraging discovering that the hoteling sectors are progressing swiftly and staying committed to comprehending and calculating the operational and financial impact on their companies. It is yet unclear how long the impact will persist, but it has a significant influence on supply chains and income. The choice to shut down these firms has a significant effect on world tourism, regardless of whether it involves amusement parks, theaters, hotels, restaurants, or the full disruptive travel ecosystem. There was a need for research to understand how management responded to the crisis and choose strategies for survival since the hotel industry's survival was on the line. The goal of this study is to create a COVID-19-focused marketing plan for PrimeBiz Hotel Surabaya. A case study-based qualitative methodology was used to perform this study. This study uses triangulation methods to validate and view from various perspectives. The data collection procedure used in this study was in-depth interviews.

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