Analysis of Marketing Strategies in Dealing with Business Competition (Study on Ruba Muri Ikat Weaving MSME in Kupang City)

Abstract

This research aims to identify internal and external factors and formulate appropriate marketing strategy for Ruba Muri Ikat Weaving MSME in dealing with the competition with other ikat Weaving MSME in Kupang City. This is a descriptive study using a combination of quantitative and qualitative methods. The research data obtained from observation, interviews and questionnaires. Respondents in the study amounted to 30 people. Data analysis using SWOT. Based on the grand strategy matrix show that Ruba Muri's marketing strategy is in the position of the Strength-Opportunities (SO) strategy with strategic priorities: product development strategies, implementing market development strategies, conducting vigorous promotions via social media, forward integration, and backward integration.