STRATEGI PENGEMBANGAN USAHA KATERING PADA CV PAWIRAJAYA CATERING KOTA BEKASI JAWA BARAT

CV Pawirajaya Catering is a trading business engaged in the service industry in the city of Bekasi. The activities carried out by CV Pawirajaya Catering are the provision of catering services, decoration services for various kinds of celebration activities such as weddings, circumcision, thanksgiving, government agency events and educational institutions and other events. This study aims to determine: (1) the internal factors faced in developing the CV Pawirajaya Catering business; (2) the external factors faced in developing the CV Pawirajaya Catering business; and (3) an appropriate development strategy is carried out in developing the CV Pawirajaya Catering business. Analysis of the data used is the matrix EFE, IFE, IE, SWOT, and QSPM. The results of this study indicate that the main strength factors are competitive prices, high taste of cooking and the main weakness is financial management which is still simple and the lack of competent human resources (HR). The main opportunities are the increasing market demand, the wider reach of the marketing area, and the development of social media as a means of promotion and the main threat is the potential emergence of new competitors and more flexible hotel catering services