BAH Faculty held a Focus Group Discussion on Brand Performance Analysis on Local Batik to Develop Competitiveness Facing a Single Market in ASEAN

On Thursday, 23rd April 2015, the research team in Business Administration and Humanities (BAH) Faculty held a Focus Group Discussion (FGD) on the theme, “Brand Performance Analysis on Local Batik to Develop Competitiveness Facing a Single Market in ASEAN.” The research team members included Mrs. Nila K. Hidayat, the chairman of the research team, Mrs. Imelda Suardi, Mrs. Loina Lalolo Krina P. and Mrs. Munawaroh Zainal. The event was opened by Dr.-Ing Evita H Legowo as Academic Research and Community Service Department Director and Prof. Eric Nasution as Dean of Faculty of Business Administration and Humanities.

Four people were present on the day of the FGD, namely Uke Kurniawan as Guru Besar Batik, Ferry Payacun as Kepala Bidang Perindustrian Tangerang Selatan and Datik and Gilang as Batik entrepreneurs. All of them were asked 4 questions in regard to the factors affecting the competitiveness for local batik in Indonesia.

The research team found that batik industry is considered potential but some local brands such as Batik Benteng and Batik Sekar Purnama from Tangerang are still less competitive. Based on challenges faced by the local batik industry in Tangerang, it is necessary to help the Small Medium Enterprises (SMEs) to strengthen their brand through this research, by identifying situation analysis of batik industry in Tangerang, the performance of local batik brand in the market perspective and strategies to strengthen the local brand to become much more competitive in ASEAN.