#TITLE_ALTERNATIVE#

• Main Author: (NIM 28199124), ANDRIANI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/7211
• Institution: Institut Teknologi Bandung

Indonesia's handycrafts has potential market for export. In 1997, export value of handycrafts increase about 200%. <br /> <br /> The main problem of craftmans in Indonesia are poor in marketing and design. Production process are doing in traditionally so they didn't have barrier to entry and can't full fill quality standard and delivery on time which importer required. Copying other craftmans product are ussual happen among them. <br /> <br /> Based on statistic data on January to December 1994 to 1999, recycle paper decorative box is a major handycrafts export and Australia has the biggest opportunity for this product. RRC is the number one Indonesia's competitor. <br /> <br /> Suhuf Kertaseni Nusantara is one of the Indonesia's craftman who produce recycle paper product including decorative box. Beside sell their product in Indonesia, Suhuf export their product. At this time Suhuf didn't do direct export, but it is not barrier for Suhuf, because Suhuf has many strengths from internal and external company. It is important for Suhuf to measure its strengths and weaknesses to full fill opportunities and to handled threats before Suhuf export decorative box to Australia. Tool for measure is Weighing Matrix SWOT and Qualitative Assessment Matrix SWOT is use to design marketing strategy and competitive strategy. <br /> <br /> Hopping, for the future Suhuf can do direct export and can be compete with the other craftman from Indonesia and from the other country. <br />