Increasing Market Share and Product Innovation on Patchwork Handicraft of the SMEs “Kartini Bordir” in Kedurus, Surabaya, Indonesia

Abstract

One of the micro businesses engaged in the Handicraft in Surabaya is Kartini Bordir. It is engaged in the processing of patchwork waste combined with various kinds of fabric for various handicrafts. The problems faced are lack of innovations, where variations and capacities of the products carried out are still lacking. The marketing range is limited to local marketing and also business management is still very limited. These are because the product equipments are still simple and the ability of knowledge in marketing is still limited. The purpose of these activities is to increase variation, capacities and expand market share. The methods used are introducing the required equipment, training and business management assistance. Efforts to overcome these problems are by procuring machinery and equipment, conducting skills training using tools and machines using the Learning-by-Doing method, as well as providing training and mentoring of marketing techniques and strategies. In order to increase market share, by making marketing media such as brochures and banners. The results achieved after the procurement of machinery, training and marketing assistance are the increasing variations of the product, wider marketing share. After these activities are concluded, the product capacity increased 3 times and the marketing range became more widespread.