The Strategy of Product Diversification on SMEs Brass Craft in Cindogo Village Bondowoso

Abstract

This study aims to describe the product diversification strategy at the SMEs brass craft in the village Cindogo Tapen District Bondowoso Regency. This research is a qualitative descriptive study. Data collection methods used consisted of interviews, observations, and documents. Analysis of the data used is data reduction, data presentation, and drawing conclusions. Based on the results of the study, it can be seen that the brass craftsmen in Cindogo Village, Tapen Subdistrict, Bondowoso Regency, implemented a product diversification strategy to produce diverse products. The product diversification strategy implemented is a concentric diversification strategy, where new products produced still have a connection in marketing, technology and raw materials used. The targeted marketing target is brass collectors and consumers who like art-valued items. The raw material used is brass and uses the same technology, the cast technique. The diversity of products produced includes elements of type, type, color, mode, and size of the product. The types of products produced include: 1) Various Displays, 2) Functional Products, 3) Animal Replicas, 4) Army Replica, 5) Souvenirs, 6) Kitchen Tools, 7) Antique Replicas, and 8) Trophies. The product modes implemented are carving regulo flower motifs, local animals, and lotus flower motifs combined with various colors that make brass products in Cindogo Village superior to other regions.