ANALISIS STRATEGI PENGEMBANGAN USAHA BISNIS CATERING (STUDI KASUS PADA MBAK YANI CATERING DI BATURETNO WONOGIRI)

Abstract

This research was conducted with the aim of knowing Mbak Yani Catering's business development strategy by analyzing the business environment from internal and external factors, namely strengths, weaknesses, opportunities and threats. From the implementation of the SWOT Diagram, we get a strategic solution that is in quadrant one that supports the development of an aggressive or growth business (Growth Oriented Strategy).

From the qualitative analysis of the SWOT matrix using IFAS and EFAS, it shows that the SO strategy has the highest score, namely 3.58, which means utilizing strength to seize opportunities from Ms. Yani's Catering business. While the value of the strategy = 3.0 which means minimizing the weakness factor by taking advantage of opportunities, then the S-T Strategy strategy with a value of 3.47 which means using the strength factor to overcome existing threat factors and the W-T Strategy with a value of 2.59 which means minimizing the weakness factor and avoid existing threat factors.