DEVELOPMENT STRATEGY PROPOSAL OF JABAR CRAFT CENTER

• Main Author: JUANITA (NIM: 29108111); Pembimbing: Ir. Evo S. Hariandja, MM, SITA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/17247
• Institution: Institut Teknologi Bandung

Creative industries are the most dynamic sectors in the world economy today. This industry is able to provide new opportunities to developing countries to make leap to the area of rapid growth world economy. Based on the categorization from UNCTAD (United Nations Conference on Trade and Development), craft is one of creative industries' subsectors, which is the embodiment of Traditional Cultural Expressions. This industry can <br /> <br /> <br /> make a significant contribution to Gross Domestic Product (GDP). Considering of its huge potential, needs a vessel to help the development of this industry. Jabar Craft Center comes with its missions to empower the potential of craftsman, explore the potential of natural <br /> <br /> <br /> resources and encourage the development of handicraft business. But, this place hasn't succeeded in achieving to develop craft's industry. Some craftsmen disappointed with the performance of Jabar Craft Center because they couldn't boost up the sales of West Java handicrafts products. Besides, this place less attractive for visitor, it is more like an office or a quite museum. <br /> <br /> <br /> Based on the situation analysis of internal and external environmental of Jabar Craft Center, this place has strength such as the position as government partner; the ability to build cooperation with several industry stakeholders and as the only place in Bandung, which <br /> <br /> <br /> shows the handicrafts products from cities and regencies in West Java province. In addition, the opportunities are the existence of the increasing trend of people appreciation toward the nation culture; the Government programs regarding the development of cultural education, the opportunity to be the tourist object especially on craft and the unavailable a crafts center <br /> <br /> <br /> in Bandung. The weaknesses of this place are the management structure with its tasks and functions that are not clear yet; the existence of Jabar Craft Center, which has not widely known. And the threats that faced by Jabar Craft Center are the low appreciation from <br /> <br /> <br /> people; the credibility of the craftsmen to Jabar Craft Center that decreasing. By conducting the environmental analysis, summarized in SWOT analysis then proceeded <br /> <br /> <br /> with the analysis of IFAS, EFAS, SFAS and then continued with TOWS matrix analysis that resulting 13 formulation strategies. The summary of the strategies are: restructuring the organization; doing promotion; changing the appearance; build cooperation with various <br /> <br /> <br /> parties including governments, educational institutions, craftsmen, the industrialist on crafts, designer; conduct regular exhibition program and adoption program of craftsmen. It expected from these strategies could improve the performance of Jabar Craft Center and could support the role in the development of handicraft industry of West Java.