Use of SWOT Analysis in Determining Marketing Strategy for Confetti Project Invitation Printing Services

Abstract

With the rapidly growing business, the service business is no exception, resulting in intense competition. One of the service businesses that is growing rapidly at this time is invitation printing services. Confetti Project, which is one of the invitation printing service businesses in Samarinda, must be able to face the intense level of competition. With the aim of analyzing the right marketing strategy for the Confetti Project using the mixed method, which is carried out with the SWOT analysis method. There are four ways to collect data in this study, namely interviews, observation, documentation, and surveys, with a sample of 78 people. From the results of the analysis using SWOT analysis and creating alternative strategies using the SWOT matrix that has been carried out, Confetti Project needs improvements to develop its business. The recommended alternative strategies to be implemented by the Confetti Project in developing its business are: Increasing promotional activities on social media and Wedding Festivals, Improving the quality of invitation prints and services to customers, Using social media for education, Utilizing social media features that focus on quality and service, Determining prices by considering fluctuations in the price of raw materials, Developing variations of digital invitations and Updating the condition of production machines.