Umrah and Hajj Travel Marketing Strategies in Maintaining Existence and Facing Competition

Study at PT. Aufa Duta Wisata Tour and Travel

Abstract

Many factors are known including management who have not dared to war fares, agents prefer other travel that is more profitable, management is less deft in recruiting new agents and looking for new markets. The research method used by researchers is qualitative research methods. By methods of collecting interview data to respondents both owners, and employees of the company, documentation, observation and literature studies. Research data analysis uses SWOT analysis by calculating ifas (internal factors strategic analysis) and efas analysis (external factors strategic analysis) of the company. Based on the IFAS table position of Aufa Duta Wisata Tour & Travel, Ltd. on a score of 3.04 this signifies a strong internal position. Companies can make good use of their strengths and overcome weaknesses. And based on the EFAS table, the position of the company can respond to opportunities and threats in the company's market but less than optimally. In a growth strategy, the company must be able to take advantage of existing opportunities, and streamline costs and minimize costs to increase profits.