MARKETING STRATEGIES FOR CREATIVE HANDICRAFTS FABRICATEDFROM COCONUT WASTE BASED ON POTENTIAL MARKET TREND IN INDONESIA

Abstract

The objective of this research was to develop a marketing strategy informed by potential market trends that can be applied by craftsmen who use coconut waste to fabricate creative handicrafts.  This research located in Purbalingga Wetan, and Baturaden, Central Java, Indonesia. We applied an embedded case study method. Based on results, marketing strategies for creative handicrafts need to relate to societal considerations, include a range of information such as prices, market orientation, design and patterns reflecting potential market trends, and predicted consumer demand. They have to strengthen social capital and institutional performance. Any such marketing strategy should be sensitive to market variations, follow trends, flexible, adaptive, and innovative.  Creative handicraft marketing strategies made from coconut waste material that is under market trends are very useful to be a reference for craftsmen in developing more profitable micro businesses.