Abstract:
This research was descriptive and the aims to design a marketing strategy based on internal and external analysis to the community of craftwomen of Tenun Ikat Dayak. The method used is survey method and the location of research at Desa Ensaid Panjang Kabupaten Sintang. Samples were 30 craftswomen of uptake process using Simple Random Sampling
The variables of this study include the Internal factor, Strengths: Product has artistic value and cultural diversity of motives, Security Products, Prices and sizes, exhibition of arts and culture, cooperation with NGOs, Distance with marketing agencies (Cooperative JMM), marketing chain ; Weaknesses: The limited variety of products, use of the product, Time workmanship of products, pricing, craftswomen role in the promotion, the official institute of marketing of products in large quantities. While external factors include ; opportunities: Demand of tenun ikat, Categorization of price, product promotion through internet media, working visits from various local agencies, Mini Gallery Cooperative JMM, promotional support facilities, advances in technology, information, transportation and communication ; Threats : Similarity motives of other craftswomen, No brand products, raw material price increases and do not have a standard price.
SWOT matrix shows that the strategy amounted to 5.416 SO, WO Strategies for 4.452, 3.45 for ST Strategies, and WT Strategies for 2.486. Based on the analysis of SO strategy can be carried out using force to take advantage of opportunities namely: 1). Maintaining Orginality of products, 2). Optimize the various media campaign to promote tenun ikat Dayak, 3). Improving the relationship of cooperation from various agencies related to marketing efforts 4). Exploit advances in information and communication 5). Optimizing campaigns corner facilities (outlets/counters).
