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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>
Highlights
Wedding Organizer (WO) is one of the service business sectors to prepare wedding events
analysis to find out the results of the calculation
threats faced by the company
Summary
Perkembangan usaha di bidang jasa semakin berkembang dalam dekade 10 tahun terakhir ini. Usaha jasa penyelenggaraan acara (event organizer), terutama untuk acara-acara yang bersifat insidental (sekali penyelenggaraan) semakin banyak diminati oleh masyarakat. Wedding organizer (WO) adalah salah satu contoh usaha jasa insidental yang semakin marak untuk memenuhi kebutuhan masyarakat atas layanan penyelenggaraan event. UMKM (Usaha Mikro, Kecil, dan Menengah) Gosimplywedding (Gosimply) merupakan salah satu perusahaan jasa yang bergerak di bidang layanan paket penyelenggaraan pernikahan. Kebutuhan jasa layanan paket pernikahan semakin meningkat seiring dengan perkembangan jaman dalam kehidupan masyarakat. Kehadiran WO maupun Wedding Planner dapat membantu masyarakat untuk menyiapkan pelaksanaan acara pernikahan menjadi lebih praktis, sistematis, dan menarik. Jurnal Maksipreneur │ Vol 9 No 2 │ Juni 2020 hadir di Kota Sukabumi, Jawa Barat dan menjadi bagian dalam industri penyelenggaraan paket pernikahan yang semakin berkembang mengikuti kebutuhan pasar. Hasil penelitian ini dapat digunakan sebagai dasar bagi manajemen Gosimply maupun usaha-usaha lain sejenisnya untuk mengembangkan strategi pemasaran di masa mendatang. Penelitian strategi pemasaran jasa merupakan upaya yang sangat diperlukan untuk menganalisis posisi strategis organisasi dan merumuskan strategi peningkatan pemasaran jasa perusahaan (Mahfud & Mulyani, 2017)
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