THE DEVELOPMENT STRATEGY FOR SMALL AND MEDIUM ENTERPRISES (SMES) OF EMBROIDERY IN MEDAN

Abstract

The objective of this research is to implement the development strategy for embroidery SMEs in Medan, Indonesia. The data used were primary data from embroidery SMEs in Medan, using in-depth interview. The sampling methods is non-probability sampling. The data analysis technique used was SWOT analysis, by comparing internal factors with external factors. The results demonstrate that embroidery SMEs are included in Quadrant III with Defend Strategy. The applicable implementation of development strategy for embroidery SMEs in Medan is: embroidery SMEs need to make improvements to the manufacturing process for better products, the knowledge and skills about embroidery, and the capability to penetrate the embroidery market in Medan, thus they can create competitiveness.