RACHMAN, MUTHIA FATIKA (2024) COMPETITIVE STRATEGY OF BATIK SALMA CIREBON BASED ON PORTER’S FIVE FORCES AND SWOT ANALYSIS. Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK.

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Abstract

This study examines the competitive strategy of Batik Salma Cirebon using Porter’s Five Forces and SWOT analysis, addressing the necessity for the company to adapt to a competitive market and leverage its strengths and opportunities to sustain growth.
The research employs a qualitative method, including interviews, observation, and document analysis, to gather data on the company’s internal and external environment. Porter’s Five Forces framework assesses industry competition, while SWOT analysis
identifies the company’s strengths, weaknesses, opportunities, and threats. Results indicate that Batik Salma Cirebon has significant strengths, including unique product offerings and a strong brand presence, but also faces challenges such as
fluctuating raw material costs and intense competition. Opportunities for growth include market expansion and digital marketing, while threats stem from new entrants and substitute products. The study recommends that Batik Salma Cirebon implement a differentiation strategy, focusing on product uniqueness and quality, and enhance its digital marketing efforts
to reach a broader audience. Additionally, forming strategic partnerships with local artisans and leveraging government support can help strengthen the company’s market position.

Keywords: Competitive Strategy, Porter’s Five Forces, SWOT Analysis, Market Strategy, Batik

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