Local Product Marketing Strategy (Home Industry) in ASEAN Economic Community (AEC) Era

Abstract

The ASEAN free market era (ASEAN Economic Community) encourages countries that are members of ASEAN organizations to compete globally, including Indonesia. This research is a qualitative research with focus group discussion method (FGD). The subject of this research is home industries that joined in Self Help Group (SHGs) group of 19 groups. These SHGs are chosen because they have high entrepreneurship power. Entrepreneurship is needed as a fundamental force of SHG in order to create a sustainable and growing business. The result of focus group discussion is the formation of the same perception and goals in making the home industry business is survive and sustainable through several strategies. Some of the strategies adopted based on FGD results are marketing strategy through exhibition both national and international. This strategy is expected to introduce local products from home industry in the eyes of the world to face MEA competition. This will increase local wisdom value in the era of ASEAN Economic Community (AEC).