Author

Tineke Wolok

Subject

- Ekonomi

Abstract

This research analyzes the mapping of the potential marketing strategy to improve the competitive positioning of craft industries in Gorontalo and elucidates the appropriate marketing strategy to improve their competitive positioning. This research applied a descriptive quantitative approach in mapping the problems and designing the appropriate strategy. Also, an analytical hierarchy process was conducted to examine underlying factors to develop the craft industries. The result of the analysis shows that in addition to products, promotion, prices, and processes occupy a significant role in enhancing the industry competitiveness. Keywords: Competitive Positioning, Craft Industry, Marketing Competition, Marketing Strategy

Publisher

Journal of The Community Development in Asia, Volume 4, nomor 2, 2021

Contributor

Penulis Tunggal

Publish

2021

Material Type

ARTIKEL

Right

-