The Competitive Advantage of Batik as A Cultural Heritage of Indonesia in International Markets (Case Study of PT. Batik Danar Hadi Surakarta)

Abstract

Batik as a national cultural heritage is seen as a form of traditional knowledge and traditional cultural expression from the local society of Indonesia. Since, batik has a variety of exclusive product; it produces a high demand and potential to the world. For this, PT. Batik Danar Hadi owns many opportunities to expand the export of batik to the whole world. However, some obstacles are may existed and experienced by the export division of PT. Batik Danar Hadi. PT. Batik Danar Hadi is not able to produce the products in great quantities in a short production time, which means this company is not able yet to fulfill the costumer’s demand in maximum. This could be a threat for the company to compete with other exporters. Therefore, this research aims to analyze the competence of competitive quality of Indonesian batik products of PT. Batik Danar Hadi Surakarta in international market domain. The method of data collection and analysis exerted in this research is descriptive qualitative method in the type of case study. The instrument used to analyze the competence of competitive quality of products is Berlian Porter’s theory. From the analysis result exerting the theory of Berlian Porter shows that there is interrelatedness between main and supporting components. It indicates that batik owns the competitive quality and high competence in the international markets, yet it needs a strategy to strengthen the competitiveness. To know the expanding strategy, this research uses SWOT analysis. Due to the strategy analysis, it needs to expand the market by the strategy of owned positioning brand, to develop other products that have been produced by employing qualified human resources, to make an invention of a new technology of sunlight supplementary as a solution to speed up the production process, to raise market share, to add the production space to the buyers to fix the scale of costumer priorities.

Keywords: Competitiveness, Batik, International Markets