Batik Bentenan

Topics: Marketing, Indonesia, Sulawesi Pages: 29 (10656 words) Published: April 9, 2011
1.Business Description
Bentenan fabric is the North Sulawesi traditional fabric that developed into two types: Bentenan woven fabric and Bentenan print fabric, that produces in Bentenan Center located in Kolongan Atas II, Sonder Minahasa that managed by Karema Foundation (Kreasi Masyarakat Sulawesi Utara). This is a currently existing company in form of Foundation in which there is cooperation among some people that have same purpose to raise and conserve the North Sulawesi traditional fabric. This business was producing and selling Bentenan fabric that already tested by North Sulawesi people and also some people outside North Sulawesi. Besides, this business already had supplier arrangement and some workers and staffs. This business still a small business with the sales volume still depend on the demand quantity, small numbers of workers just about 10 people and some staffs, and less production facilities, distribution channel, and marketing effort. But, even though it still a small scale business, Karema succeeded build the quite strong brand image in North Sulawesi and introduced this Bentenan fabric in Indonesia. This is a promising business considering that textile and apparel industry with fashion as its branch is always develop every time and Bentenan fabric is a kind of textile that really interesting, valuable, and beautiful so it really suitable for made apparel products especially fashion products. Besides, as the national culture and North Sulawesi culture especially, government and society really support the development of this products. So now, we plan to expand this business from domestic business to export business. And in this case we will act as their export business planner. In order to expand this business, we will make some changes and arrangement such as in management structure, production volume, marketing, sales volume, human resource management, production facility, distribution channel, etc. We plan to export the products to Germany especially in Berlin and to the Netherlands especially in Amsterdam. We choose Berlin and Amsterdam as our target market because based on our observation, the Europe market is the potential handmade market because they like unique, ethnic, and natural products. Besides, they also put high appreciation in heritage. For prove the government and societies in there keep the original Bentenan woven fabric in their National Museum such as Tropen Museum in Amsterdam, Voor Land-en Volkenkunde in Rotterdam, and Frankfurt-am-Main, Germany. Besides, Berlin has become true fashion laboratories vying with leading international centers of fashion. Internationally the German capital has become one of the fashion world's hotspots. Berlin is the platform young design and creative talent needs. In fashion terms Germany has in the space of a few years discarded its developing country status and created a thriving and unique fashion industry whose heart beats in Berlin. In addition, in Germany Berlin has emerged as the place where the fashion scene sets trends: Twice a year the world of fashion meets there at the Berlin Fashion Week and the streetwear trade fair Bread & Butter, with around 700 fashion labels putting up stiff competition for fashion centers such as London and Paris. Their fashion also has many facets – from fresh and wacky, elegant and purist to colorful, poetic designs. In everyday life, Germans tend to focus more on the down-to-earth. And for Amsterdam, there are also Amsterdam Fashion Week held twice a year. This event consists of numerous public catwalk shows, parties, shop launches, lectures and expositions, all organized in collaboration with local museums, galleries, clubs and shops. The Amsterdam International Fashion Week tries to enter into the fashion world with a new, original profile. Besides, during the fashion Week an important, largest in the Netherlands, two days fashion fair takes place in the congress center called Mode Fabriek. All of these events...
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