Relevance of Segmenting, Targeting, and Positioning to Stimulate Product Performance of Traditional Woven Industry in North Sumatera

Arlina Nurbaity Lubis, Marhayanie, Beby Kendida Hasibuan

2019

Abstract

North Sumatra has experienced a decline in the number of craftsmen and entrepreneurs of traditional North Sumatra woven industriess. If this condition continues, the existence of this traditional distinctive fabric culture will disappear. Many craftsmen and business people have shifted because of the low market appeal of traditional woven industries products. This condition is debatable because other woven industriess such as Batik actually have a very high appeal in the market. This study aims to map the marketing strategies and market performance of woven industries business players who still survive. A total of 300 traditional cloth business and craftsmen participated in this study. Interviews were conducted to obtain data needed in the study. The results indicate that there is a positive relationship between the implementation of marketing strategies with market performance. Market appeal perceived to fade by the craftsmen, in this study, can be improved through the application of a good marketing strategy. For businesses that have implemented marketing strategies well, the potential and market demand for their products is maintained. This research suggests that there is a synergy between academics, government, and business to strengthen marketing strategies, maintaining markets and woven industries demand, and maintaining the existence of traditional North Sumatra woven industriess where academics and government help absorb and implement marketing strategies from MSMEs.

Paper Citation

in Harvard Style

Nurbaity Lubis A., Marhayanie. and Hasibuan B. (2019). Relevance of Segmenting, Targeting, and Positioning to Stimulate Product Performance of Traditional Woven Industry in North Sumatera. In Proceedings of the 2nd Economics and Business International Conference - Volume 1: EBIC, ISBN 978-989-758-498-5, pages 265-273. DOI: 10.5220/0009202402650273

in Bibtex Style

@conference{ebic19,
author={Arlina Nurbaity Lubis and Marhayanie and Beby Kendida Hasibuan},
title={Relevance of Segmenting, Targeting, and Positioning to Stimulate Product Performance of Traditional Woven Industry in North Sumatera},
booktitle={Proceedings of the 2nd Economics and Business International Conference - Volume 1: EBIC,},
year={2019},
pages={265-273},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0009202402650273},
isbn={978-989-758-498-5},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd Economics and Business International Conference - Volume 1: EBIC,
TI - Relevance of Segmenting, Targeting, and Positioning to Stimulate Product Performance of Traditional Woven Industry in North Sumatera
SN - 978-989-758-498-5
AU - Nurbaity Lubis A.
AU - Marhayanie.
AU - Hasibuan B.
PY - 2019
SP - 265
EP - 273
DO - 10.5220/0009202402650273