STRATEGI PEMASARAN EVENT FESTIVAL JAJANAN KEKINIAN PADA XO PRODUCTION

Abstract

This study aims to find out what are the strength and weaknesses as well as opportunities and thereats and aims to find out the right marketing strategy applied to XO Production as refrence in developing the expexted condition. The results showed that the analysis of internal factors of the company on the IFAS obtained power results of 1,85 and weakness 0,70 and corporate external factors on EFAS obtained 1,65 and 1,75 of threat opportunities. Then the results on IFAS and EFAS combined in this study the right strategy to apply are called aggressive strategies where companies can use strength as the primary value and take advantage of current opportunities. Currently XO Production still leads the market by focusing on good service quality and satisfying. SWOT analysis shows that the position of XO Production is in the first awareness, it shows that XO Production has big environmental opportunity and big company strength, then the appropriate strategy to do is aggressive strategy to maximize internal and external strength of the company.