Abstract: Bali as one of the tourism destination always provides good attraction either to foreign and domestic tourists. In addition to landscapes and beautiful indigenous culture, there are typical craft products such as gold-made handicraft, silver, wood-carving, paintings, souvenirs as well as fabric and woven products. Henceforth it is built Traditional Merchandise Market to sell handicraft product in Bali. One of the regions which are facilitated with Traditional Merchandise Market is Gianyar. Although the number of tourists who visit Bali is increasing each year, but the same fact does not occur to the visiting tourists of Tradition Merchandise Market in Gianyar. This study aims to determine the variables that are the strengths, weaknesses, opportunities and threats, as well as to determine the strategic position of the Traditional Merchandise Market compared with The Modern Merchandise Market. This research method is a combination of qualitative and quantitative based on SWOT analysis and IE matrix. SWOT analysis results indicate that the strategic position of the Traditional Merchandise Market is in quadrant IV thus the strategy that should be done is to reduce the weakness to overcome the threat. While the strategic position of the Modern Merchandise Market is much better because it is in quadrant II. Therefore subject with these results, the Modern Merchandise Market are in a better position or stronger than the Traditional Merchandise Market.
Keywords: SWOT Analysis, Marketing Strategy.
Title: Competitive Market Strategy of Traditional Merchandise Market against Modern Merchandise Market in Bali, Indonesia
Author: I Made Agung Eka Nugraha, Ni Putu Nina Eka Lestari, I Gde Wedana Arjawa
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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