Pengembangan Manajemen Strategi Party Planner Forgetmenot - Aninda Dyah Hayu Pinasti Putri (Program Pascasarjana ISI Yogyakarta, 2022)
Party planner Forgetmenot merupakan salah satu party planner yang bergerak di bidang usaha jasa dekorasi. Maraknya usaha yang bergerak di bidang dekorasi khususnya party planner menimbulkan permasalahan yang dihadapi oleh party planner Forgetmenot selaku jasa dekorasi baru untuk ikut bersaing sehat dengan banyaknya kompetitor sejenis yang memiliki pengalaman dan branding yang lebih baik. Berdasarkan permasalahan tersebut maka dilakukan penelitan untuk menganalisis strategi dan sistem yang digunakan oleh party planner Forgetmenot. Penelitian menggunakan Teori Manajemen Strategi. Informan dalam penelitian ini sebanyak dua orang, dengan menggunakan metode deskriptif kualitatif, yaitu mengumpulkan data dengan wawancara, observasi, dan dokumentasi, sedangkan teknik analisis data menggunakan analisis SWOT untuk mengetahui sektor apa saja yang perlu dikembangkan dan dibenahi dalam upaya pengembangan party planner Forgetmenot. Hasil penelitian ini dapat disimpulkan bahwa party planner Forgetmenot perlu melakukan variasi strategi berupa penerapan tentang penetrasi dan pengembangan pasar, serta melakukan inovasi produk dan konsep baru dan lebih bervariatif. Strategic Management Development Party Planner “Forgetmenot” ABSTRACT Party planner Forgetmenot is one of the party planners engaged in the decoration service business. The rise of businesses engaged in decoration, especially party planners, has created problems faced by the Forgetmenot party planner as a new decoration service to participate in healthy competition with many similar competitors who have better experience and branding. Based on these problems, a research was conducted to analyze the strategies and systems used by the Forgetmenot party planner. The research uses Strategic Management Theory. There were two informants in this study, using qualitative descriptive method, namely collecting data by interview, observation, and documentation, while the data analysis technique used SWOT analysis to find out what sectors need to be developed and addressed in the effort to develop the Forgetmenot party planner. The results of this study can be concluded that the Forgetmenot party planner needs to vary the strategy in the form of implementing market penetration and development, as well as innovating new and more varied products and concepts.