Analysis of Marketing Strategies in Enhancing the Competitiveness of Priandri Batik Tulis Industry

Abstract

Marketing strategy is a way to create sustainable competitive advantages for companies producing goods and services. The batik tulis (hand-drawn batik) industry is an integral part of Indonesia's cultural heritage and has significant potential for global development. However, to face increasing competition, effective marketing strategies are required to enhance its competitiveness. This research aims to analyze marketing strategies that can be applied to strengthen the position of the batik tulis industry in both domestic and international markets. The research method used includes literature studies and interviews with batik tulis industry players and marketing experts. The results of the research show that Priandri Batik has effectively utilized the 4P marketing strategy (product, price, promotion, and place), ensuring that the batik fabrics produced are of high quality, affordable, and easily accessible to consumers. This accessibility is achieved not only through face-to-face marketing but also through various official social media platforms owned by Priandri Batik. Additionally, a sustainable marketing approach that emphasizes local cultural values and environmental sustainability is also a key factor in building a positive image for this industry. This research provides important contributions to the development of relevant and sustainable marketing strategies for the batik tulis industry and can serve as a guide for industry players and other stakeholders in facing the ever-evolving global challenges.