Proceedings of the International Conference of Economics, Business, and Entrepreneur (ICEBE 2022)

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Marketing and Service Strategies Development Using Blue Ocean Strategy and System Dynamics

Authors
William Purba1, *, Hadi Sutanto Saragi1
1Enginering Management, Del Institute of Technology, Jakarta, Sitoluama, Indonesia
*Corresponding author. Email: williampurba00@gmail.com
Corresponding Author
William Purba
Available Online 30 May 2023.
DOI
10.2991/978-2-38476-064-0_43How to use a DOI?
Keywords
Marketing Strategy; Service Strategy; Blue Ocean Strategy; System Dynamics
Abstract

The TB Silalahi Center Batak Museum is one of the cultural tourism objects in Toba Regency. However, along with the development of tourism around Lake Toba, there is competition between tourist objects. This study aims to determine the appropriate marketing and service strategies used. This study uses the blue ocean strategy to design a new strategy and SWOT analysis to identify the museum's external and internal factors. Then a dynamic system simulation is carried out on the strategic design. This research was carried out at the TB Silalahi Museum. From the results of the discussion that has been carried out, the strategies that need to be implemented are the strategy of cultural inhibitions, augmented reality, cosplay of Batak traditional clothes and special vehicles for visitors. In addition, it is also necessary to reduce the price of tickets, while the attributes that need to be improved are special promotions, comfort of the place, quality of service, human resources, and museum development funds.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference of Economics, Business, and Entrepreneur (ICEBE 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
30 May 2023
ISBN
10.2991/978-2-38476-064-0_43
ISSN
2352-5428
DOI
10.2991/978-2-38476-064-0_43How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - William Purba
AU  - Hadi Sutanto Saragi
PY  - 2023
DA  - 2023/05/30
TI  - Marketing and Service Strategies Development Using Blue Ocean Strategy and System Dynamics
BT  - Proceedings of the International Conference of Economics, Business, and Entrepreneur (ICEBE 2022)
PB  - Atlantis Press
SP  - 406
EP  - 414
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-2-38476-064-0_43
DO  - 10.2991/978-2-38476-064-0_43
ID  - Purba2023
ER  -