Abstract

Tobal Batik is a home industry that is engaged in the production and sale of batik cloth and batik
clothing that is located at Jalan Terai No. 24 Pekalongan The number of other home industries which
are engaged in selling batik has quite prospective business opportunities. The increasingly tight
competition among batik sellers requires Tobal Batik management to be able to anticipate the
emergence of threats from competitors and be able to take advantage of the opportunities and
strengths the company has. To achieve this goal, Tobal Batik needs to pay attention to two main
factors in the company, namely external and internal factors. External factors are factors that are not
influenced by company policy, while internal factors can be influenced by company policy to optimize
sales volume that is entirely within the control of the company. To analyze these external and internal
factors, a purposive samplin can be used whose purpose is to determine the position of Tobal Batik in
the market based on the strengths, weaknesses, opportunities and threats that the company has.
Whereas in analyzing business opportunities and the extent to which products produced by Tobal
Batik are able to compete in the market, it will be analyzed using the MDTI matrix which serves to see
the marketing position of Tobal Batik based on market growth and market share. In order to create a
competitive space, companies need to make plans in marketing strategies, so that product sales can
increase in the market and provide benefits for the company.
Keywords: Marketing strategy, Competitive position, MDTI