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Authors: Novi Marlena 1 ; Renny Dwijayanti 2 and Albrian Fiky Prakoso 2

Affiliations: 1 Universitas Negeri Surabaya, Indonesia ; 2 Economy Faculty, Universitas Negeri Surabaya, Surabaya, Indonesia

Keyword(s): SWOT analysis, creative handmade, market share.

Abstract: This study aims to formulate a strategy through SWOT analysis in SMEs of hand-made fashion. This research type is explanatory with data collection technique through observation and depth interview. The results of the research by using the SWOT analysis of strengths, weaknesses, opportunities and threats obtained the result that in SMEs of hand-made fashion should provide product variations and design innovation according to market developments, improve the quality of packaging more attractive, expand the marketing area, maximize marketing efforts by adding nesting for advertising and sales promotion so as to enlarge existing market share.

CC BY-NC-ND 4.0

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Paper citation in several formats:
Marlena, N.; Dwijayanti, R. and Prakoso, A. (2018). SWOT Analysis to Develop Market Share in SMEs of Hand-Made Fashion. In Proceedings of the 2nd International Conference on Economic Education and Entrepreneurship - ICEEE; ISBN 978-989-758-308-7, SciTePress, pages 274-278. DOI: 10.5220/0006884602740278

@conference{iceee18,
author={Novi Marlena. and Renny Dwijayanti. and Albrian Fiky Prakoso.},
title={SWOT Analysis to Develop Market Share in SMEs of Hand-Made Fashion},
booktitle={Proceedings of the 2nd International Conference on Economic Education and Entrepreneurship - ICEEE},
year={2018},
pages={274-278},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0006884602740278},
isbn={978-989-758-308-7},
}

TY - CONF

JO - Proceedings of the 2nd International Conference on Economic Education and Entrepreneurship - ICEEE
TI - SWOT Analysis to Develop Market Share in SMEs of Hand-Made Fashion
SN - 978-989-758-308-7
AU - Marlena, N.
AU - Dwijayanti, R.
AU - Prakoso, A.
PY - 2018
SP - 274
EP - 278
DO - 10.5220/0006884602740278
PB - SciTePress

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