Analysis of Development of Furniture Marketing Strategy at the Center Industry of Furniture in East Jakarta

Abstract

Small Medium Industries (SMI) is the integral part of the national business world that has position, potential and role that are very strategic in bringing about the aim of the national development. The market share of the furniture industry are still really open the area especially for the export market. During the last four years, the value and the volume of the export of furniture continued to increase. The Furniture Industry Centers in East Jakarta is still facing various obstacles and constraints, such as: (1) lack of capital, (2) difficulty of obtaining raw materials, (3) limited access to market information and others. End, must be examined how far the development of marketing strategies so that it can still exist and thrive. This research aims are to: (a) identify strengths, weaknesses, opportunities, and threats that the company has as a material to formulate a general strategy for marketing development plans, (b) analyze and assess technically about strength factors, weaknesses, opportunities and threats of cooperatives and companies to determine the development of marketing strategies and (c) formulate an appropriate operational strategy to achieve the hope of a good quality for cooperatives and companies from the marketing side. Processing and data analysis by descriptive statistics and analytical and strategic marketing which includes aspects of supply and demand, market share, marketing technical and marketing costs. The scope of this research are the basis to analyze the Strengths, Weaknesses, Opportunities and Threats (SWOT) that aims to find out the marketing strategy that the entrepreneur of furniture always do in East Jakarta. Based on research results through the identification, analysis and discussion of the comparative development of marketing in the furniture industry center of East Jakarta, which resulted as follows: (1) the businessman of furniture in East Jakarta has the same furniture production, but each business group/company has superior products that are different, (2) the businessman of furniture/furniture industry in East Jakarta centers still rely on the local market share, while for the export market has not fully utilized, (3) each business groups/companies have different markets and market segmentation. While the result of marketing strategy analysis that had been done by the matrix Internal-External (IE), position furniture product marketing strategy in the furniture industry centre of East Jakarta on quadrant V and VIII are depicted as holding and maintaining for medium business groups and small business groups, as well as micro groups described as harvest or divest.