TITLE:
Generic Marketing Strategy for Wooden Souvenir Products in Polimdo Gallery
AUTHORS:
Christien A. Karambut, Juliet P. T. Makinggung, Jacob T. S. Makapedua, Jemry R. Winokan
KEYWORDS:
Generic Marketing, Wooden Souvenir, Small Industries, Business Gallery
JOURNAL NAME:
Open Journal of Social Sciences,
Vol.12 No.1,
January
26,
2024
ABSTRACT: Small and medium businesses currently often face problems in terms of
utilizing technology in implementing business strategies to survive
competition. It is hoped that Manado State Polytechnic as a higher education
institution can contribute to develop competitiveness of small industry in
North Sulawesi province. This research aims to determine the generic marketing
strategy of the wood craft industry in Tomohon City and the challenges faced in
marketing the products produced and the role of the Manado State Polytechnic in
contributing to increase the competitive ability of small entrepreneurs in
developing the small and medium business sector so that they are more
competitive in today’s global market. Based on this, this paper mainly focuses
on the Generic marketing strategy of Small Wood company UD Claywood Tomohon and
the role of Business gallery at Manado State Polytechnic. Firstly, we overview
the generic marketing Strategic of small wood company UD Calywood Tomohon.
Secondly, we examine the activities and business role of the Manado State
Polytechnic gallery as a place to exhibit the work of students and small
industries in North Sulawesi Province. Finally, we describe how the Manado
State Polytechnic Gallery Business can contribute to support the marketing
activities of small wood industries to increase their ability to survive in
today’s digital-based business developments. Through this paper, we hope to
have better marketing strategic suggestions for wooden small enterprise, and
hope to help the small business to increase their market share in souvenir
business in the future. This research uses Qualitative Method by collecting data on wooden craft companies in Tomohon as a source of information
and some students’ opinions about the role of the Polimdo business gallery in
exhibiting local products. Based on the research, we
conducted the generic marketing strategic that small wooden industry UD
Claywood Tomohon consists of strategic Focus, Strategic Differentiation and strategic low price.