Adilla Anggraeni
ABSTRACT
The study discusses the entrepreneurial practices of a vocational high school in Indonesia. The vocational high school has been practicing some digital marketing techniques as a way of promoting their own products. The vocational high school discussed in this study produces batik sasirangan, a type of traditional fabrics mainly produced in Kalimantan region in Indonesia. Analyses were conducted to first assess the competitive landscape of the batik (traditional Indonesian fabric) industry. Using SWOT analysis and Porter's Five Forces, it was found out that the landscape of the Batik Sasirangan industry in Kalimantan is promising. However, to better improve the sales as well as to refine the marketing strategy utilized by the vocational high school to market Batik Sasirangan, a digital marketing strategy was designed and implemented. The paper further discusses how the marketing strategy was implemented and what is in store for Batik Sasirangan.
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Index Terms
- The Digital Marketing Strategy of Batik Sasirangan: An Overview
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