Marketing Strategy for the "Khalista" Lampung Batik MSME, Metro City

Abstract

Purpose: This study aims to develop an optimal strategic management and marketing framework for MSME Batik Khalista, a local batik craftsman business in Metro City, Lampung, to support its sustainable growth and competitive positioning.

Design/methodology/approach: This research focuses on MSME Batik Khalista, which commenced operations in 2020 and is based in Metro Barat District, Metro City. Non-probability and purposive sampling techniques were employed to gather relevant input. The strategic analysis was conducted using the Internal-External (IE) Matrix, SWOT analysis, and the Quantitative Strategic Planning Matrix (QSPM) to formulate and prioritize strategic alternatives.

Findings: The IE Matrix analysis identifies that the strategies applicable to quadrants I, II, and IV fall under the Grow and Build category. Furthermore, the QSPM analysis prioritizes the Market Development Strategy as the primary strategic choice for the MSME.

Practical implications: The findings offer actionable strategic guidance for the management of Batik Khalista, enabling them to expand their market reach and strengthen their operational resilience, thereby contributing more effectively to the local creative economy.

Originality/value: This study provides a novel application of comprehensive strategic management tools (IE, SWOT, and QSPM) to a specific emerging batik MSME in Lampung, offering structured, data-driven decision-making support for micro-enterprises in Indonesia's traditional craft sector.

Paper type: Empirical.