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Chapter III Problem Analysis
A. Analysis of the Advertising Implementation in Park View Hotel Bandung
The writer has explained about the problems in the Park View Hotel Bandung in the previous chapter, activities that exist and supports in the promotion mix is advertising. In order to implement the activity maximally, a competent sales executive is needed. This advertising activity becomes one of the activities done in Park View Hotel and to evaluate the effectiveness of this advertising so the writer used Likert scale to calculate the result of questionnaire. According to Djaali (2008:24) " Likert scale is a psychometric scale used generally in questionnaire and the most used scale in research and survey". From the Likert scale that the likert used, it can see the guests opinion about the advertising in Park View Hotel Bandung.
Table 9 on page 36 shows the opinion of the guests about the advertising in Park View Hotel Bandung. Here are the highest and lowest mark formula:
- "Good" answers are given a rating of 3
- "Enough" answers are given a rating of 2
- "Less" answers are given a value of 1
Good Answer = 21 x 3 = 6 3 Enough Answer = 38 x 2 = 76 Less Answer = 66 x 1 = 66 + Total = 205 Highest Amount = 3 x 5 x 25 = 375 Lowest Amount = 1 x 5 x 25 = 125 Formula = Highest Score – Lowest Score = 375 - 125^ Number of Answer Choices = 83 3
The Value of Guest's Opinion about the Advertising in Park View Hotel Bandung
Less Enough Good
125 208 292 375 Based on the analysis so the overall aspect in the implementation of the advertising in Park View Hotel Bandung is in the less category with 205 point. It can be explained like this:
- The guests who can understand the purpose of the advertisement are only 4 people out of 25 respondents or 16%, 7 people or 28% said that they understand enough the purpose of the advertisement and 14 people or 56% of the total respondents didn't understand the purpose of the advertisement in Park View Hotel Bandung. Based on analysis it can be said that the guests who can
- The guests who understand the message of the advertisement are 4 people out of 25 respondents or 16%, 9 people or 36% said that they understand enough and 12 people or 48% said that they less understand the message of the advertisement. Based on analysis it can be said that the guests who understand the message of the advertisement still in the enough category with 42 points.
Good Answer = 4 x 3 = 12 Enough Answer = 9 x 2 = 18 Less Answer = 12 x 1 = 12 + Total = 42 Highest Amount = 3 x 1 x 25 = 75 Lowest Amount = 1 x 5 x 25 = 25 Formula = Highest Score – Lowest Score = 75 Number of Answer Choices – 25 = 50 3 Less Enough Good
25 41 58 75
- The guests said that the media used for the advertisement is good are 5 people or 20%, 8 people or 32% of the guests said good enough and 12 people or 48% didn't understand well. Based on analysis it can be said that guests understand media advertisement still in the enough category with 43 points.
Good Answer = 5 x 3 = 15 Enough Answer = 8 x 2 = 16 Less Answer = 12 x 1 = 12 + Total = 43 Highest Amount = 3 x 1 x 25 = 75 Lowest Amount = 1 x 5 x 25 = 25 Formula = Highest Score – Lowest Score = 75 Number of Answer Choices – 25 = 50 3 Less Enough Good
25 41 58 75
- The guests who are interested when seeing and listening to the advertisement for Park View Hotel Bandung are 5 people or 20%, 7 people or 28% said that they understand enough and 14 people or 56% of the guests are not interested. Based on analysis it can be said that the guests who are interested when seeing and listening to the advertisement still in the enough category with 41 points.
Good Answer = 5 x 3 = 15 Enough Answer = 7 x 2 = 14 Less Answer = 12 x 1 = 12 + Total = 41
Less Enough Good
25 41 58 75
B. Analysis of the Personal Selling Implementation on Park View Hotel Bandung
In the implementation of the personal selling, it has 7 steps which are finding prospect, pre-approachment, approachment, presentation and demonstration, objection handly and closing and continuing. Here are the opinion of the guests about the implementation of the personal selling in Park View Hotel Bandung based on table 12 in page 27:
- "Good" answers are given a rating of 3
- "Enough" answers are given a rating of 2
- "Less" answers are given a value of 1
Good Answer = 21 x 3 = 63 Enough Answer = 27 x 2 = 54 Less Answer = 57 x 1 = 57 + Total = 174 Highest Amount = 3 x 7 x 15 = 315 Lowest Amount = 1 x 7 x 15 = 105
Formula = Highest Score – Lowest Score Number of Answer Choices = 315 -105 3 = 70 The Value of Guest's Opinion about the Personal Selling in Park View Hotel Bandung
Less Enough Good
105 175 245 315
Based on the analysis, the overall aspect of personal selling implementation in park View Hotel Bandung is in the less category with 174 points.
It can be explained like this:
- The ability of the sales executive in explaining the product are 4 people or 27% said that the sales executive can explain really well. 3 people or 20% said that it is good enough and 8 people or 53% said that the sales executive can't explain the product well. Based on analysis it can be said that the ability of the sales executive in explaining the product still in the enough category with 26 points.
Good Answer = 4 x 3 = 12 Enough Answer = 3 x 2 = 6 Less Answer = 8 x 1 = 8 + Total = 26
Less Enough Good
15 25 35 45
- The ability of the sales executive in giving solution to every objection by the guests from the total of 15 respondents, there are 4 people or 27% said that it's good. 4 people or 27% said it's good enough and 7 people or 46% said that the sales executive is not good enough in giving solution to every objection by the guests. Based on analysis it can be said that the ability of the sales executive in giving solution still in the enough category with 27 points.
Good Answer = 4 x 3 = 12 Enough Answer = 4 x 2 = 8 Less Answer = 7 x 1 = 7 + Total = 27 Highest Amount = 3 x 1 x 15 = 45 Lowest Amount = 1 x 1 x 15 = 15 Formula = Highest Score – Lowest Score = 45 Number of Answer Choices – 15 = 30 3 Less Enough Good
15 25 35 45
- The ability of the sales executive in presenting to engage the interest of the guests out of 15 respondents, there are 3 people or 20% said that the presentation is good, 4 people or 27% said that it is good enough and 8 people or 53% said that the sales executive's presentation is not interesting for them to make a purchase. Based on analysis it can be said that The ability of the sales executive in presenting still in the enough category with 25 points.
Good Answer = 3 x 3 = 9 Enough Answer = 4 x 2 = 8 Less Answer = 8 x 1 = 8 + Total = 25 Highest Amount = 3 x 1 x 15 = 45 Lowest Amount = 1 x 1 x 15 = 15 Formula = Highest Score – Lowest Score Number of Answer Choices = 45 – 15 = 30 3 Less Enough Good
15 25 35 45
- The ability of the sales executive in giving openings out of 15 respondents, there are 3 people or 20% said that the sales executive is good in doing it, 5 people or 33% said it's good enough but 7 people or 47% said that the sales executive is still lacking in doing opening. Based on analysis it can be said that
Less Answer = 9 x 1 = 9 + Total = 23 Highest Amount = 3 x 1 x 15 = 45 Lowest Amount = 1 x 1 x 15 = 15 Formula = Highest Score Number of Answer Choices – Lowest Score = 45 – 15 = 30 3 Less Enough Good
15 25 35 45
- The ability of the sales executive in following up the presentation out of 15 respondents, there are 2 people or 13% said that the sales executive is good enough, 4 people or 27% said good enough and 9 people or 60% said that the sales executive is still lacking. Based on analysis it can be said that the ability of the sales executive in following up the presentation still in the less category with 23 points.
Good Answer = 2 x 3 = 6 Enough Answer = 4 x 2 = 8 Less Answer = 9 x 1 = 9 + Total = 23 Highest Amount = 3 x 1 x 15 = 45 Lowest Amount = 1 x 1 x 15 = 15
Formula = Highest Score – Lowest Score Number of Answer Choices = 45 – 3 15 = 30
Less Enough Good
15 25 35 45
C. Analysis of the Direct Marketing Implementation in Park View Hotel Bandung
In the implementation of direct marketing, sales executive must be able to give an interesting picture to the consumer-to-be so that they will be interested to buy the product and service offered. Sales executive must truly understand the needs of the consumer so that everything that is in the direct marketing is absolutely right. The guests opinion in the direct marketing implementation in Park View Hotel Bandung on table 15:
- "Good" answers are given a rating of 3
- "Enough" answers are given a rating of 2
- "Less" answers are given a value of 1
Good Answer = 21 x 3 = 63 Enough Answer = 26 x 2 = 52
ability of the sales executive in giving visualization of the product still in the less category with 23 points.
Good Answer = 2 x 3 = 6 Enough Answer = 4 x 2 = 8 Less Answer = 9 x 1 = 9 + Total = 23 Highest Amount = 3 x 1 x 15 = 45 Lowest Amount = 1 x 1 x 15 = 15 Formula = Highest Score – Lowest Score Number of Answer Choices = 45 – 3 15 = 30
Less Enough Good
15 25 35 45
- The ability of the sales executive in making interesting offer to the consumer to buy to 15 respondents, 3 people or 20% said that the sales executive is good in giving offers, 3 people or 20% said that it is good enough and 9 people or 60% said that the sales executive is still lacking so that the consumer are not interested in purchasing. Based on analysis it can be said that the ability of the sales executive in making interesting offer to the consumer still in the less category with 24 points.
Good Answer = 3 x 3 = 9 Enough Answer = 3 x 2 = 6 Less Answer = 9 x 1 = 9 + Total = 24 Highest Amount = 3 x 1 x 15 = 45 Lowest Amount = 1 x 1 x 15 = 15 Formula = Highest Score – Lowest Score = 45 Number of Answer Choices – 15 = 30 3 Less Enough Good
15 25 35 45
- The ability of the sales executive in offering the right and needed product to 15 respondents, 4 people or 27% said that the sales executive has done a great job, 3 people or 20% said that it's enough and 8 people or 53% said that the sales is not really good. Based on analysis it can be said that the ability of the sales executive in offering the right and needed product still in the enough category with 26 points.
Good Answer = 4 x 3 = 12 Enough Answer = 3 x 2 = 6 Less Answer = 8 x 1 = 8 + Total = 26
3 Less Enough Good
15 25 35 45
- The ability of the sales executive in knowing the product knowledge presented to the consumers out of 15 respondents, 4 people or 27% said that it is good, 5 people or 33% said that it is good enough and 6 prople or 40% said that the sales executive is not knowing the product offered so that the consumer is not convinced. Based on analysis it can be said that the ability of the sales executive in knowing the product knowledge presented still in the enough category with 28 points.
Good Answer = 4 x 3 = 12 Enough Answer = 5 x 2 = 10 Less Answer = 6 x 1 = 6 + Total = 28 Highest Amount = 3 x 1 x 15 = 45 Lowest Amount = 1 x 1 x 15 = 15 Formula = Highest Score Number of Answer Choices – Lowest Score = 45 – 15 = 30 3
Less Enough Good
15 25 35 45
- The ability of the sales executive in giving a good service out of 15 respondents, there are 3 people or 20% said that the sales executive is good in giving service to the consumer, 4 people or 27% said that it's good enough and 8 people or 53% said that the sales executive is not good enough in giving service. Based on analysis it can be said that still the ability of the sales executive in giving a good service in the less category with 25 points.
Good Answer = 3 x 3 = 9 Enough Answer = 4 x 2 = 8 Less Answer = 8 x 1 = 8 + Total = 25 Highest Amount = 3 x 1 x 15 = 45 Lowest Amount = 1 x 1 x 15 = 15 Formula = Highest Score – Lowest Score Number of Answer Choices = 45 – 3 15 = 30
Less Enough Good
15 25 35 45
