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Authors: Sri Suryaningsum 1 ; Raden Hendri Gusaptono 1 ; Sri Luna Murdianingrum 1 ; Ni Putu Ayu Mas Sri Wulan 2 and Rakyan Widowati Tanjung 2

Affiliations: 1 Universitas Pembangunan Nasional Veteran Yogyakarta, Indonesia ; 2 Universitas Gadjah Mada

ISBN: 978-989-758-471-8

Keyword(s): Development of Yogyakarta Batik, SWOT Analysis, Strategy Evaluation

Abstract: This study focuses on the development of Yogyakarta Batik using a SWOT analysis. SWOT analysis is a comprehensive review of company strengths, weaknesses, opportunities, and threats. This analysis is needed to determine several strategies that must be applied to a company. Yogyakarta has become a famous batik district in Indonesia. Seeing the development of batik that is getting better and more in demand by tourists, analysis to determine business strategy is of particular concern to the company. Not only is the quality of the product in the spotlight, but the promotion and placement (location) of product sales. With opportunities to increase sales in existing tourist attractions, accompanied by threats from external companies. The threat comes from other companies that present the same product at prices below the price offered by Bantul Batik craftsmen. This SWOT analysis is expected to be able to overcome the existing threats. In addition to threats and opportunities, companies must also analyze their strengths and weaknesses. The advantages possessed are used as weapons to compete in market share. While weaknesses can be used as guidelines to improve in terms of quality, both from natural resources and human resources that exist in the company. The analytical formulation framework according to Fred R. David consists of 3 stages, namely: (1) input stage, consist of external factor evaluation matrix, competitive profile matrix, and internal factor evaluation, (2) matching stage, consist of strength-weakness-opportunity-threat (SWOT) Matrix, Boston consulting group (BCG) matrix, internal-external (IE) matrix, and large strategy matrix, the last stage is (3) decision stage, consist of two-phase, phase 1 is objectively evaluated alternative strategies identified from and phase 2 is techniques from the decision stage are quantitative strategic planning matrix (QSPM). Observation is one of the data collection techniques that not only measure respondents' attitudes (interviews and questionnaires) but can also be used to record various phenomena that occur (situations, conditions). (More)

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Paper citation in several formats:
Suryaningsum, S.; Gusaptono, R.; Murdianingrum, S.; Wulan, N. and Tanjung, R. (2020). SWOT Analysis Development of Yogyakarta Batik.In Proceedings of the International Conference of Business, Economy, Entrepreneurship and Management - Volume 1: ICBEEM, ISBN 978-989-758-471-8, pages 158-168. DOI: 10.5220/0009959901580168

@conference{icbeem20,
author={Sri Suryaningsum. and Raden Hendri Gusaptono. and Sri Luna Murdianingrum. and Ni Putu Ayu Mas Sri Wulan. and Rakyan Widowati Tanjung.},
title={SWOT Analysis Development of Yogyakarta Batik},
booktitle={Proceedings of the International Conference of Business, Economy, Entrepreneurship and Management - Volume 1: ICBEEM,},
year={2020},
pages={158-168},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0009959901580168},
isbn={978-989-758-471-8},
}

TY - CONF

JO - Proceedings of the International Conference of Business, Economy, Entrepreneurship and Management - Volume 1: ICBEEM,
TI - SWOT Analysis Development of Yogyakarta Batik
SN - 978-989-758-471-8
AU - Suryaningsum, S.
AU - Gusaptono, R.
AU - Murdianingrum, S.
AU - Wulan, N.
AU - Tanjung, R.
PY - 2020
SP - 158
EP - 168
DO - 10.5220/0009959901580168

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