Business Development Strategy at Momon Wedding Organizer
DOI:
https://doi.org/10.61536/escalate.v4i02.663Keywords:
Business Model Canvas, Competitive Strategy, Digital Marketing, Small and Medium Enterprises, SWOT AnalysisAbstract
Micro, Small, and Medium Enterprises (MSMEs) in the wedding organizer sector are facing increasingly fierce competition, necessitating business development strategies that can improve competitiveness and business sustainability. This study aims to analyse business development strategies using SWOT and Business Model Canvas. The study employed a qualitative method with a descriptive approach. The main informant was the business owner, while the research respondents consisted of 20 employees selected using purposive sampling. Data were collected through interviews, observations, documentation, and questionnaires, then analyzed descriptively using the IFAS, EFAS, SWOT, and Business Model Canvas matrices. The results showed that Momon Wedding Organizer has strong internal conditions with an IFAS score of 3.09 and supportive external conditions with an EFAS score of 2.96, placing it in Quadrant I, which recommends an aggressive growth strategy. The Business Model Canvas analysis showed that strengthening digital marketing, developing an online portfolio, digitizing administration, and expanding partnerships are priority business development strategies. This study concluded that the integration of SWOT analysis and Business Model Canvas can produce a comprehensive business development strategy to improve the competitiveness and sustainability of Momon Wedding Organizer.
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