Competitiveness attributes of Small and Medium Enterprises (SMEs) in the global market (case study: garment SMEs in Tri Tunggal Village, Lamongan)

The center of small and medium enterprises (SMEs) of garment in Tritunggal Village, Lamongan produces t-shirts, jackets, sport costumes and school uniforms, and other garment products. The SMEs have a potential opportunity to develop their marketing strategy so that they can compete with similar industries and obtain profit from the national market. This study aims to identify main criteria of marketing strategy to compete with other garment industries at the national level. The criteria determine the improvement of competitiveness of the SMEs. A review of literature was conducted to identify the criteria. Then, three respondents from the SMEs and the government were asked to score the criteria based on their preferences, using a questionnaire. Purposive sampling was used to choose the respondets Responses were selected and weighted using Analytical Network Process (ANP) and Super decision software was used to obtain the highest weight of criteria. Outputs of the software show that the role of government in developing garment industry has the highest weight, which is 0.11665. The results of this study could help the SMEs and the government plan a strategy in improving the SMEs’ capability in entering the global market