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| Marketing Strategy Analysis of "Djawa Batik Solo"
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?Erica Ferry Sukma Sitepu?^, ?Rozy Khadafi?^, ?Dyah Ayu Puspitaningrum?^
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Abstract:
The origins of batik in the book Batik Fabled Cloth Of Java, it is stated that batik has been traded in the archipelago since 1840, but this possibility could be even earlier. Only since then, it can be said that the Indonesian archipelago has developed rapidly batik trade. Among hereditary traders, especially those of Chinese and Arab descent who mostly live in coastal areas, are motivated to make batik a trading commodity. This development was triggered by the disappearance of the original cloth in India and the emergence of new markets along with the emergence of a number of new middle classes in the Indonesian region as a result of the implementation of the forced cultivation system (cultivation system) by the Dutch. Target Market Determination Strategy. Namely the selection of the size or breadth of the segment in accordance with the ability of a company to enter the segment. Most companies enter a new market by serving a single segment, and if it proves successful, then they add more segments and then expand vertically or horizontally. In studying the target market, one must evaluate it by examining three factors (Umar, 2001:46): a. Segment size and growth b. Segment structural attractiveness c. Targets and resources 3. Target Market Determination Strategy Market positioning (positioning) is a strategy to win a position in the minds of consumers, so this strategy concerns how to build trust, confidence, and competence for customers. According to Philip Kotler, positioning is the activity of designing an image and positioning oneself in the minds of consumers. Meanwhile, for Yoram Wind, positioning is how to define a company's identity and personality in the minds of customers. Descriptive research is the method used in this study using a qualitative approach. The location of the research was in Djawa Batik Solo, located at Jl. Popda 31 Nusukan Solo. Data collection techniques through activities: documentation, interviews and observation. Data analysis techniques used content analysis (documentation research) and descriptive analysis. In marketing its products, Djawa Batik Solo uses the following marketing strategies to increase competitiveness..
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