Position Analysis of Small-Medium Business Strategy on Medan Batik

Abstract

This study aims to develop appropriate strategies in marketing for small and medium enterprises, especially small and medium enterprises Medan batik located in Medan Deli District. The data collected in this study using interviews, documentation and focus discussion group. Analytical tool used is qualitative analysis especially SWOT. Based on SWOT analysis, it is found that: strength of Medan small-scale batik business is sufficient capital owned either from the capital of the business owner and from some state-owned enterprises (SOE’s) that provide soft loan assistance, from a variety of motives and materials provided by business owners, production facilities that have been standardized. Weaknesses: The location of the business is far from raw materials because some of them are still provided from the island of Java, the promotion is still less because the owner still rely on bazaars from local municipal government and word of mouth, poor business management, and inadequate employee operational skills. Opportunities: demand for batik products is quite high, especially from certain institutions or institutions in the city of Medan, the number of competitors in the city of Medan that has not been much especially competitors batik in Medan Tembung Sub district and District Denai, CSR (Corporate Social Responsibility) assistance from the company especially PT. Bank Sumut (Local Government Bank) and PT. Pertamina (Government Oil Company). Threats: weather factors, especially rainy weather that inhibits the production process, local government policy that has not been optimal, the progress of digital technology, and the price of expensive raw materials because purchased from outside the city of Medan. Judging from the analysis diagram of Batik Azzahra SWOT known that the SO Strategy (Strength and Opportunity), which is suitable used Azzahra batik foundation. This SO or aggressive strategy is based on the company's way of thinking, by utilizing all the power to seize and exploit the greatest opportunity.

Keywords: Marketing Strategy, SWOT Analysis, SMEs, Batik Medan.