期刊名称：MANAJEMEN IKM: Jurnal Manajemen Pengembangan Industri Kecil Menengah
印刷版ISSN：2085-8418
出版年度：2010
卷号：3
期号：1
页码：11-24
语种：English
出版社：Institut Pertanian Bogor
摘要：In some areas of Indonesia, Batik Crafting Art is still expanding. This fact indicates that this kind of national cultural identity can survive and must be reckoned in the national community as well as international community, eventhough it always forced by a globalization current that bring economic liberalisation and free competition. The main factor that lead to these achievements is the endurance of the product and supported by the improvement of human resources. This study aimed to : (1) analyze marketing hotchpotch performed by PBT Garutan RM, (2) identify external and internal environment conditions that could be opportunities, threats, strengths, and weaknesses of PBT Garutan RM and (3) get alternative strategy which enable to be formulated based on the environment condition of the company. Data collecting is conducted through direct observation of raw material supplying, production, and distribution process, and interview with the owner and general administration of PBT Garutan RM, Garut West Java. The method of this study is case study with quantitative and qualitative analysis. The analysis consist of Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE), Internal-External matrix (IE) and analysis of strengths, weaknesses, opportunities, and threats (SWOT Analysis) to formulate alternative strategies in order to support marketing development of Batik Tulis Garutan. Based on the marketing hotchpotch study, PBT Garutan perform these following marketing hotchpotches : (1) product strategy (high quality and several kind of product), (2) product pricing based on the basic production cost (HPP) plus benefit margin, (3) distribution strategy (telemarketing services and delivery cost is the responsible of company), and (4) promotion (news paper, magazine, radio, television, domestic and abroad exhibitions). Environment conditions affecting the company are : (1) external factor consist of 5 opportunity factors and 4 threats factors, (2) internal factor consist of 5 strength factors and 6 weaknesess factors. Based on the SWOT analysis, marketing development alternative strategy of Batik Garutan performed by PBT Garutan RM consist of 10 marketing strategies. Eight of these ten strategies are identified enabled to be done based on the marketing hotchpotch strategy, i.e : (1) to maintain product quality, (2) to improve consumers’ trust, (3) to do eficiency effort to press production cost, (4) to maintain product price, (5) to do efective and eficient promotions, (6) to develop networking with same kind companies, (7) to do outsourcing, and (8) to make bussiness partnerships.
