SWOT Analysis on the SMEs of Batik Products in Jambi City

Batik is one of Indonesian cultures which is an asset from ancestors, thus must be preserved. Almost every province in Indonesia has its own distinctive Batik products. However, not all regions in Indonesia can preserve the Batik industry. This study aimed to assess the strengths, weaknesses, opportunities, and threats of the Indonesian Jambinese Batik products. In order to keep developing in both the local and international markets, four Small and Medium Enterprises (SMEs) were examined as the samples of this research, which was conducted by using purposive sampling technique. Data collection was conducted by observations, interviews and group discussions. The research analysis was carried out qualitatively by using SWOT analysis. The qualitative method is a research procedure that produces descriptive data in the form of written or oral words from people or observable behavior. Research description in brief is a research activity that aims to make a picture or try to write an event or symptom systematically, factually with an accurate arrangement. The results of this study showed the strengths in: Batik skills, good quality, adequate packaging, natural motifs, and coloring. Weaknesses occurred in: expensive price, less-efficient distribution and promotion, the existence of future generations, small production scale, and very little innovation. Opportunities were in the forms of government support, Batik studio, location near Batanghari River which is a tourist attraction, people's purchasing power, and market potential. Threats came from new competitors, which is the Javanese Batik products at low prices.