Competitiveness Development Strategy in Textile Industry Center of Cigondewah Bandung, Indonesia

Competitiveness is the key to the growth of national economy to face AEC 2015. Therefore, it is necessary to increase competitiveness, especially to develop the Small and Medium Enterprises (SMEs) sector. This research aims to develop strategies for the competitiveness of SME businesses, in the Textile Industry Center of Cigondewah. This type of research used is descriptive research with mixed method design. Data collection was conducted through interviews, observations, questionnaires, documentation and literature studies. The informants of this research are SMEs in Textile Industry Center of Cigondewah and the authorities of Textile Industry Center of Cigondewah who understand the intricacies of Textile Industry Center of Cigondewah from the internal and external environment. The techniques of analysis used are IFE matrix, EFE matrix, SWOT matrix and QSPM matrix. The SWOT matrix is based on the EFE matrix that analyzes the opportunities and threats that come from outside the industry and IFE matrix which analyzes the strengths and weaknesses of the industry. While the QSPM matrix is used to prioritize alternative strategies the SWOT matrix obtains. The strategy is a top priority for the Textile Industry Cigondewah based on the analysis QSPM is to increase promotional efforts through various media and infrastructure improvements in cooperation with government agencies. In other words, the strategy adopted is a significant market penetration of SMEs seek greater market share through marketing efforts better. The strategy as a top priority for Textile Industry Center of Cigondewah based on the analysis of QSPM is to increase promotional efforts through various media and infrastructure improvements in cooperation with government agencies. In other words, the strategy adopted is a market penetration which means that SMEs seek greater market share through better marketing efforts.