BUSINESS STRATEGIES TO IMPROVE THE MARKETING PERFORMANCE OF INSTITUTO BAMBU, IP, TIMOR LESTE

This study aims to identify the opportunities, threats, strengths and weaknesses of bamboo craft companies in Timor Leste as the basis for developing suitable business strategies in order to improve marketing performance. The SWOT Analysis and External Internal Matrix are the approaches utilized to determine the business position of Instituto Bambu, IP, Timor Leste by involving four of their business strategy planners. The analysis shows that the opportunities of this business are: market demand, prices of substitute products, new entrants, consumer preferences, government regulations, economic conditions, and socio-cultural communities. Furthermore, the strengths of this business are: product quality, product design, product differentiation, facilities and technology, pricing, price flexibility, distribution channels, public relations, and personal selling. Meanwhile, the weaknesses are: modification of distribution channels, advertising, promotion sales, and promotions through social media. After the SWOT analysis, the mapping of the business position in the IE Matrix can be conducted. The mapping results show that Instituto Bamboo is in cell I, meaning that in the future the Institute Bamboo should implement a selective growth strategy, namely through innovation strategies, product development strategies, market development strategies, pricing strategies, strategies of promotion through social media, and distribution strategies to improve their marketing performance.