Marketing Strategy Analysis for Developing a Small-Scale Business in Tourism, in Island Atauro Tourism Object, Dili Timor Leste

Abstract

This study aims to determine "How is the marketing strategy for Small Medium Enterprises in the tourism sector, in Atauro tourism object, Dili, Timor-Leste based on SWOT analysis" with indicators of this marketing strategy using the marketing mix or 7P, including: Product (The Services) /, Price, Place / Business Location, Promotion / Promotion Strategy, People / Human Resources (HR), Process / Process or Business Activities, Physical Evidence / Company Physical Evidence. The population in the research or key informants are business actors in the field of tourism, tourists and local officials, with a total of 34 informants with saturated sample determination to take all small and medium-scale business activities in the tourism sector from 4 predetermined villages and the accidental sampling method for tourists. or visitors and probability sampling methods for local officials. The type of data used in this research is qualitative data and data sources will be obtained through interviews, focus group discussions, and direct observation at the place of the research object, with the analysis tool used in this research is SWOT analysis. The results of the analysis, through the evaluation of internal and external matrices, show that the average value is 1.00, the total score for external evaluation is 2.52, the Matrix and EFE results, can be found through the total IFE score with a value of 2.77 as well as the total EFE score of 2.52. Based on the internal and external matrix, the results show that the achievements of the Small and Medium Enterprises group in the tourism sector of Atauro Island, Dili, Timor-Leste are in the quadrant position of column V which means “stability” with a stable position. Strategies that are suitable for this position are market penetration and product development.