Analisis SWOT Dalam Menentukan Strategi Pemasaran Pada d’Satz Event Organizer

Abstract

Each company aims to maintain its viability, to develop, and make a profit. These objectives can be achieved through marketing, i.e. implementing marketing strategies by analyzing the internal and external factors of the company. This research was conducted at d'Satz Event Organizer which aims to determine the marketing strategy implemented and determine the condition of the company through SWOT Analysis to find alternative strategies that can be used by company as a reference in establishing the expected state by company. SWOT Analysis consists of internal environment analyses that are strength and weakness, and external environment analyses that are opportunity and threat. The format of this research is descriptive method with qualitative data analysis. Descriptive methods focus on the problems or phenomena that exist at the time of the research or the actual, then describe the facts of the problems and accompanied by accurately rational. The approach used in this research is SWOT Analysis approach which is a tool to classify the position of the company and determine the company’s marketing strategy in accordance with its environment. The results of this research showed that d'Satz Event Organizer is still leading the market by focusing on good service quality. SWOT Analysis shows the position of d'Satz Event Organizer is in Quadrant I, which means d'Satz Event Organizer has the internal strength of the company and great environmental opportunities, so the appropriate strategy to use is aggressive strategy to maximize internal and external strength.