Author(s)

Christien A. Karambut, Juliet P. T. Makinggung, Jacob T. S. Makapedua, Jemry R. Winokan

Business Administration Department, Manado State of Polytechnic, Manado, Indonesia.

Small and medium businesses currently often face problems in terms of utilizing technology in implementing business strategies to survive competition. It is hoped that Manado State Polytechnic as a higher education institution can contribute to develop competitiveness of small industry in North Sulawesi province. This research aims to determine the generic marketing strategy of the wood craft industry in Tomohon City and the challenges faced in marketing the products produced and the role of the Manado State Polytechnic in contributing to increase the competitive ability of small entrepreneurs in developing the small and medium business sector so that they are more competitive in today’s global market. Based on this, this paper mainly focuses on the Generic marketing strategy of Small Wood company UD Claywood Tomohon and the role of Business gallery at Manado State Polytechnic. Firstly, we overview the generic marketing Strategic of small wood company UD Calywood Tomohon. Secondly, we examine the activities and business role of the Manado State Polytechnic gallery as a place to exhibit the work of students and small industries in North Sulawesi Province. Finally, we describe how the Manado State Polytechnic Gallery Business can contribute to support the marketing activities of small wood industries to increase their ability to survive in today’s digital-based business developments. Through this paper, we hope to have better marketing strategic suggestions for wooden small enterprise, and hope to help the small business to increase their market share in souvenir business in the future. This research uses Qualitative Method by collecting data on wooden craft companies in Tomohon as a source of information and some students’ opinions about the role of the Polimdo business gallery in exhibiting local products. Based on the research, we conducted the generic marketing strategic that small wooden industry UD Claywood Tomohon consists of strategic Focus, Strategic Differentiation and strategic low price.

Generic Marketing, Wooden Souvenir, Small Industries, Business Gallery

Karambut, C. , Makinggung, J. , Makapedua, J. and Winokan, J. (2024) Generic Marketing Strategy for Wooden Souvenir Products in Polimdo Gallery. Open Journal of Social Sciences, 12, 286-296. doi: 10.4236/jss.2024.121019.