SMALL-MEDIUM ENTERPRISE COMPETITIVENESS STRATEGY: AN APPROACH TO BATIK TULIS GARUTAN INDUSTRY
- Jurnal Internasional
- Wati Susilawati, Redi Ramdani, Aliya Ulfa, Rohimat Nurhasan
- Review of Integrative Business and Economics Research, Vol. 8, Supplementary Issue 4
Abstrak
ASEAN Free Trade Area (AFTA) has made it easy for industry to sell their products. However, it also makes the competition for the industry stronger than before, especially for small and medium enterprises. Indonesia has unique products, one of which is called Batik Tulis Garutan. It needs to be developed to face AFTA so that it can become more successful and well-known in the world market. This paper explores further about the
factors creating the competitiveness and what strategy formulation is effective for Batik Tulis Garutan as a small-medium industry. Data were obtained from 55 participants who have worked in Batik Tulis Garutan small and medium enterprises for at least five years and were collected by questionnaires. The data were then processed and analyzed by MSA and Bartlett’s Test of Sphericity. From 20 variables that have been questioned, this paper obtained 10 variables that are used to formulate four strategies. These four
factors are distribution improvement strategies, product development strategies, marketing strategies and technology usage strategies. This paper contains analyses for a new approach about the factors creating competitiveness for small-medium industry and can also be developed for future research. Keywords: Competitiveness, Management Strategy, Batik Tulis Garutan, Small and
Medium Enterprises
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