Development strategy for creative industries cloth endek in Bali Province

ABSTRACT: The aims of the study are a) to identify opportunities / threats that may affect the environment of cloth endek creative industries b)to identify strengths / weaknesses of the internal environment of Cloth endek industry, c) to formulate the most suitable strategy for cloth endek creative industries and d) to implement the strategy for the creative industry of cloth endek sub-sectors in Bali. The study located in five regencies in Bali as the center of cloth endek industry namely: Karangasem, Klungkung, Jembrana, Gianyar and Denpasar. Sampling system used was Purposive sampling with particular consideration. In every regency, 5 entrepreneurs are taken as sample so that the total entrepreneurs used as respondents is 25 people. Interviews were conducted with Delphi method. Data analysis technique using SWOT analysis and IE Matrix to determine the position of the cloth endek industry in Bali. Based on Internal and External Matrix, the company's current position is in quadrant V (stability) while in the future is predicted to be in quadrant I (grow and build). The suitable strategy to be implemented is the marketing development strategy as in looking for a larger market for existing products. Operationally, it can be conducted by marketing the products to new geographical regions in Indonesia using by promotion through marketing mix communications and social media. Keywords - development strategy, creative industries, cloth endek, grow and built