Analisis Strategi Pengembangan Industri Kerajinan Rotan Dengan Metode SWOT (Studi Kasus : Industri Kerajinan Rotan Kelurahan Sei Sikambing Medan)

Abstract

Rattan industry is one of the industries indicates the great export performance in Indonesia, especially in North Sumatera. Rattan entrepreneurs have to set out an accurate marketing strategy in facing the competition in domestic market. As in Rattan Industry and Handicraft Cooperative in Sei Sikambing Urban Village, Medan should be able to analyze and anticipate the environmental changes, both internally and externally. So that, they can decide to apply the accurate marketing strategy in the industry development. The study organizes interviews and distributes questionnaire from both internally and externally parties to collect the data. Then, the data was used to determine the variables that become Strength, Weakness, Oppurtinity, Threat faced by Rattan Industry and Handicraft Cooperative in Sei Sikambing Urban Village, Medan. Based on the SWOT analysis, the result reveals that the industry should implement the differentiation strategy and developing market strategy to deal with the competition