Business Strategy to Improve the Competitiveness of Sekarmulyo Batik

Chira Roshiany, Ibnu Khajar

Abstract


This study aims to formulate a business strategy to increase the competitiveness of Batik Sekarmulyo, a hand-drawn batik business operating in Rembang Regency. The problems faced include limited product innovation, suboptimal digital marketing, and competition with other batik producers. The research method used is a case study with a descriptive qualitative approach, through interviews, observations, and documentation. The analysis was conducted using a SWOT analysis. The results show that strategies that need to be developed are product design innovation by emphasizing local wisdom, optimizing promotion through social media, improving the quality of human resources through training, and strengthening marketing networks. The implementation of this strategy is expected to increase the competitiveness of Batik Sekarmulyo, expand market share, and support the preservation of batik culture in Indonesia.


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References


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