Overcoming the Lack of Customers at Panorama Travel Agency Cihampelas Bandung.

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ABSTRACT

Tugas akhir ini berisi analisis permasalahan yang saya hadapi ketika melaksanakan kerja praktek sebagai Customer Service di PanoramaWorld Cihampelas Bandung mulai bulan Februari hingga bulan Juni 2013.

Selama melaksanakan kerja praktek, saya menemukan permasalahan dimana jumlah pelanggan dari PanoramaWorld tidaklah banyak.

Faktor-faktor yang mengakibatkan kurangnya jumlah pelanggan di PanoramaWorld tersebut adalah kurangnya promosi dari pihak

PanoramaWorld sendiri. Selain itu jumlah variasi paket tour yang

ditawarkan terlalu sedikit sehingga kurang memberi kebebasan kepada pelanggan untuk memilih paket yang diinginkan serta usia

PanoramaWorld cabang Cihampelas masih terbilang cukup muda,

sehingga belum mampu bersaing dengan pendahulu-pendahulunya yang sudah dikenal oleh masyarakat kota Bandung. Masalah ini berakibat PanoramaWorld Cihampelas Bandung tidak berhasil memperoleh keuntungan yang diharapkan, selain itu terjadi demotivasi pada para karyawan.

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Maranatha Christian University

CHAPTER I

INTRODUCTION

A. Background of the Study

Nowadays, we can see that the mobility of people around the world

grow quickly. People travel not only around domestic areas, but also to

international destinations. Some people travel to a place for business

purposes, some others travel for a vacation. The increase in the number of

people travelling is caused by the proliferation of inexpensive flights,

leisure parks, theme parks, museums, and other tourists attractions. The

growth of people’s mobility affects the tourism industry around the world,

so that the tourism industry has been growing very rapidly in the last ten

years.

The growth of people mobility does not only affect the tourism industry

in other countries, but also in Indonesia. In Indonesia, tourism industries

have been growing even more rapidly. This is due to many places of

tourist attractions in Indonesia, which continue to grow over time. In

contrast, the number of Indonesians who travel also increases. This

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To meet the demand of Indonesian people who want to travel, there are

some travel agencies established in every city in Indonesia. Some tourist

agencies also start to open branches or offer franchises. One of them is

PanoramaWorld, which opened at Jalan Cihampelas Bandung. It is

expected that with the establishment of this youngest PanoramaWorld,

people, especially the residents of Bandung, are provided with some

accommodation, cruise tickets, helping to apply visas, passports and

various other tourism facilities.

Based on my observation during my internship, the travel business in

PanoramaWorld does not run as well as I had thought before. There were

not always many people coming to the travel agency to use the service.

Thus, I can say that this travel agency has a problem concerning the

number of customers. So, in this paper, I want to share about overcoming

the lack of customers in the travel business at PanoramaWorld

Cihampelas. I will try to propose some potential solutions that can help

PanoramaWorld to increase the number of customers.

B. Identification of the Problem

In this term paper, the problem will be analyzed to find out the answer

of the following questions:

1. Why did PanoramaWorld experience a lack of customers?

2. How does the lack of customers affect PanoramaWorld and its

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3. What should PanoramaWorld do to overcome this problem?

C. Objectives and Benefits of the Study

The objectives of this study are to analyze why PanoramaWorld had a

lack of customers, and how the problem affected PanoramaWorld and its

employees. Besides, the study also aims at analyzing the most effective

ways to overcome the lack of customer.

There are some benefits of the study. First, for me this study can help

me to know how to solve problems with less than the expected number of

customers. I also hope that with this paper, the readers can get some

information to be considered whenever they want to build their own

business in tourism industries. This study also can help the institution in

overcoming the problem that they have at the moment.

D. Description of the Institution

PanoramaWorld is one of the travel agencies in Bandung which is a

franchise of PanoramaTours. PanoramaWorld provides tour

accommodation, tickets, vouchers, visas, passports, and all the

documents which are related to travelling.

In 2009, PanoramaWorld Cihampelas, which is managed by PT.

Mahkota Wisata Sentosa, was established by Mr. Fadjar Triwahju Sentosa

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PanoramaWorld Cihampelas are providing tickets, vouchers, and

accommodation,and also helping people to apply visas, and also cruise

tickets. PanoramaWorld also helped companies which want to do some

business review abroad.

E. Method of the Study

The study is done by applying both the field research and library

research. In doing the field research, I used two methods. The first is

observation which is done during my internship from 4th February 2013

until 30th June 2013 at PanoramaWorld Bandung. The second method is

by conducting an interview with Mrs. Murnita, who is the director of

PanoramaWorld Cihampelas Bandung. The interview transcript will be

attached in the Appendices.

I also collected some theories which are needed to support my analysis

by doing the library research. The printed and electronic resources that I

used are attached in the Bibliography.

F. Limitation of the Study

In this term paper, the study will focus on the lack of customers during

my internship at PanoramaWorld Cihampelas Bandung. The subject of

research is PanoramaWorld Cihampelas Bandung. My internship period

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– 17.00 on Mondays until Fridays, and 08.00 – 13.00 on Saturdays. The

analysis would concerns the things that affect the limited number of

PanoramaWorld’s customers during my internship. Moreover, the analysis

also discusses about the potential solutions to overcome the problem.

G. Organization of the Term Paper

The first part of this term paper is the Abstract, the overall summary of

this term paper. The second part is Declaration of Originality which

guarantees the originality of this term paper. The third part is

Acknowledgements which contain the purpose of this term paper and also

my thanks for those who have supported me during the process of writing

this term paper. The fourth part is Table of Contents, which lists contents

of this term paper.

This paper contains four chapters. The first chapter is the Introduction,

which contains Background of the Study, Identification of the Problem,

Objectives and Benefits of the Study, Description of the Institution, Method

of the Study, Limitation of the Study and Organization of the Term Paper.

The second chapter is the Problem Analysis, that explains causes and

effects of the problem. Then, the third chapter, Potential Solution, will

presents three potential solutions with the analysis of the positive and

negative effects of each potential solution. The last chapter, the

Conclusion, consists of the best solution to the problem. The term paper

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CHAPTER IV

CONCLUSION

In the previous chapters, I have discussed the problem of the lack of

customers during my internship at PanoramaWorld from 4 February 2013

until 29 June 2013. Based on the analysis, I find that there are three

causes of the problem. The first cause is PanoramaWorld did not do

enough promotion. The second cause is PanoramaWorld holiday

packages do not have enough variety. While the third cause is

PanoramaWorld at Cihampelas is the youngest PanoramaWorld branch

that has been established in Bandung. The problem also creates some

effects for PanoramaWorld. The first effect is PanoramaWorld could not

reach the expected profit. The second effect is demotivation of

PanoramaWorld’s employees. In the previous chapters, I have

proposedthree potential solutions to overcome the problem. The first

potential solution is PanoramaWorld should do more promotion. The

second potential solution is PanoramaWorld should improve the variety of

tour packages to increase competitiveness. The last potential solution is

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In my opinion, the best potential solution to overcome the problem that

PanoramaWorld encounters is a combination of all the potential solutions.

Firstly, PanoramaWorld should do more promotion. Promotion will help

PanoramaWorld to explains and give potential customers awareness

about PanoramaWorld’s packages and service, so the potential customers

will be attracted, educated, reminded and convinced to join

PanoramaWorld’s tour packages. Along with doing more promotion,

PanoramaWorld should also improve the variety of tour packages. The

variety of products will increase the competitiveness because it can give

potential customers extra flexibility to choose the most desirable package.

Beside those two potential solutions, PanoramaWorld also should do

penetration pricing strategy. Penetration pricing strategy will help

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BIBLIOGRAPHY

Printed Sources

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Differentiation, Energy, Leverage, and Clarity. New York : Simon and

Schuster, 2004

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Alfabeta, 2009.

Dean, Joel. Pricing Policies for New Products. Cambridge : Harvard

Business Review, 1976.

Hariandja, Marihot Tua Efendi. Manajemen Sumber Daya Manusia.

Bandung : Grasindo, 2002.

Kotler, Philip, and Lane Keller, Kevin. Manajemen Pemasaran. Jakarta :

Erlangga, 2009.

Marshall, Alfred. Principles of Economics : An Introductory Volume. New

York : Macmillan, 1930.

Schiffman, Leon, andLazar Kanuk, Leslie. Perilaku Konsumen. Edisi

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Swastha, Basu, and Irawan. Manajemen Pemasaran Modern. Yogyakarta

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2010.

Electronic Sources

Fergianti. “Menurut Philip Kotler”. Scribd.com. 2013

<http://www.scribd.com/doc/27877468/Menurut-Philip-Kotler>

Mack, Stan. “Penetration Pricing Advantages over Skim Pricing”.

Azcentral.com. 2013

<http://yourbusiness.azcentral.com/penetration-pricing-advantages-over-skim-pricing-15786.html>

“Penetration Pricing”. Accountingtools.com.

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Ridzky Arwiedya, Mochamad. “Analisis Pengaruh Harga, Jenis Media

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Riley, Jim. “Pricing Strategies – Penetration Pricing”. 23 September 2012

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Interview