Development Strategy for The Tapis Traditional Woven Fabric Industry

Abstract. As a result of the multidimensional crisis and global financial crisis, small medium enterprises (UKM) have becomean alternative solution for economic and employment problems. The present research is focused on the development strategyfor the tapis cloth industry in Bandar Lampung; the researcher analyzes the internal and external environmental factorsconsidered to be the strengths, weaknesses, opportunities, and threats in the development of the tapis industry in BandarLampung, formulates a development strategy, and devises a set of priority-based alternative strategies. The methods usedare the SWOT (Strength, Weakness, Opportunity, Threats) analysis and the AHP (Analytical Hierarchy Process). Researchresults show that the development requires additional capital, a location for the industry center, and standardized quality in allprocessing locations. Businesspeople involved in the industry must be encouraged to participate in trainings and seminars inorder to build networks. They must also be thoroughly familiar with the application of management and promotional strategiesthat use leaflets, brochures, and other promotional media. Facilities in business locations and buildings must be improved,product quality must be standardized, and the market must be expanded.Keywords: development strategy, small industry, competitive advantage, SWOT-AH