Post-Pandemic Marketing Management Strategy Based on Fishbone Analysis in Kampung Inggris Pare, Kediri Regency

Abstract

This research was conducted to dig out the root causes
of ineffectiveness of marketing strategies implemented
in English Educational Tourism Village in Pare, Kediri
Regency and find the recommendations for them,
specifically post- pandemic context. This research used a
qualitative descriptive method, then, analyzed using a
fishbone diagram. The result depicted that English
courses in Pare, Kediri did not well implement
marketing strategies, specifically digitally. It was
because of lacking knowledge and skills regarding
business management, a lack of capital and lacking
high-quality human resources. In general, researchers
gave some recommendations for evaluating marketing
strategies such as: 1) Implementing Segmenting,
Targeting, and Positioning (STP) strategies, 2) Digitalizing
marketing strategies 3) Gaining more capital, and 4)
Upscaling human resource competencies.