| dc.description.abstract | Rattan is one of the commodity timber forest products used as raw material
for the rattan industry. One of the small businesses that is quite developed in
Rumbai District, Pekanbaru City is the rattan handicraft business which is a
traditional small industry and is a family business. Therefore, this study aims to
determine the business feasibility, trade system, and marketing strategy of the
rattan handicraft trading business. This research was conducted with a quantitative
and qualitative descriptive approach. Data collection techniques used in this study
were observation, interviews and questionnaires. UD Rattan Crafts in Rumbai can
be said to be worthy of continuing. This is because the NPV value of the trading
business in Rumbai is > 0, IRR > from interest rates, and BCR > 1. In the trading
system, there are trading system functions that are used, namely the exchange
function, physical function, and facility function. The market structure of rattan
farmers is oligopoly, the market structure of rattan processing factories and rattan
craftsmen is perfect. The marketing strategy for the rattan craft trading business
in tassel is the S-O strategy, namely increasing quality, creativity and innovation
in rattan products and expanding the marketing network; S-T strategy, namely
increasing promotional activities, quality of human resources, and production
capacity; the W-O strategy, namely preparing material stocks, developing new
models and conducting market research; the W-T strategy is to improve
management systems, and technology and work closely with suppliers | en_US |
