Penggunaan Matriks SWOT dan Metode QSPM pada Strategi Pemasaran Jasa Wedding Organizer: Studi Kasus pada UMKM Gosimplywedding Sukabumi

Abstract

<em>Wedding Organizer (WO) is one of the service business sector to prepare wedding events. Since its establishment in 2015, a Small and Medium Enterprise (SME) namely Gosimplywedding (Gosimply) has not formulated a marketing strategy in line with the condition of the company. This research objective is to measure internal and external company environment scores in determining the position of Gosimply as a business unit of SME to formulate its business strategies. This analysis uses the SWOT </em>(<em>Strength</em>, <em>Weakness</em>, <em>Threat</em>, <em>Opportunity</em>) <em>m</em><em>atrix mapping and QSPM </em>(<em>Quatitative Strategic Planning Matrix</em>) <em>analysis </em><em>to find out the results of the calculation in the company environment in order to know what are the strengths, weaknesses, opportunities, and threats faced by the company. In 2019, the QSPM method becomes the most choice to measure the extent of the internal and external strengths of Gosimply to formulate its marketing strategies. The results of this research showed that the final weighting score in internal analysis are the strength in its organizational flows and the weakness is the character of its human resources. The weighting in external aspect as the company’s opportunity is the demographic of the people who need its product, while the most company threat is the number of competitors and STP (Segmenting, Targeting, and Positioning) of the product. The integration of the internal and external aspects of the company environment into the SWOT Matrix results the strategy of growth in the concentration of horizontal integration.</em>

The Implementation of the Strategy of Marketing Management through a SWOT Analysis with the Matrix of IFE, EFE and IE

“…While some of the another study using SWOT analysis with IFE, EFE and IE as follows: Research conducted by Dicki Prayudi and Resti Yulistria: the Results of this study show that the final score after the weighting on the internal analysis as strength is the plot of the organization, while the weakness is the character of human resources [16]. A study conducted by Klara R. A. Yohansyah, Lisbeth Mananeke and Hendra N. Alum: Based on the results of the analysis of IFE matrix is the Score of the 1.3635 and EFE 2,3795 then the results are in pour in the SWOT matrix quantitative 4 quadrant [17].…”

Strategi Pengembangan Usaha Jamur Tiram Putih di Desa Wadungasih Kecamatan Buduran Kabupaten Sidoarjo

“…Analisis lingkungan internal yang dimanfaatkan ialah Internal Factor Analysis (IFA) yang memberikan penggambaran terkait dengan kekuatan serta kelemahan suatu badan usaha. SWOT matriks termasuk ke dalam matching tool yang memberikan bantuan untuk para manajer mengembangkan empat tipe strategi yang disebut Strategi SO, Strategi ST, Strategi WO, dan Strategi WT (Prayudi & Yulistria, 2020). Jamur tiram digunakan dalam berbagai olahan, termasuk olahan makanan jadi seperti nugget, pentol jamur, jamur krispi.…”

Usulan Strategi Pemasaran Aneka Olahan Bandeng Menggunakan Metode SWOT pada UD Arshaindo

“…Penggunan metode SWOT didefinisikan sebagai metode untuk menentukan strategi yang digunakan perusahaan dan untuk pengembangan model yang konseptual, yang bisa mengidentifikasi area yang penting dengan optimal bagi keberlangsungan perkembangan perusahaan [7]. Analisis metode SWOT cukup simple untuk dilakukan bagi setiap orang yang menjalankan sebuah usaha, namun dapat membantu penyusunan strategi yang bermanfaat bagi perusahaan untuk dapat memilih strategi apa yang perlu dipersiapkan dan dipergunakan dalam persaingan usaha.…”