Bamboo Craft Product Strategy: A Case Study of Widya Handicraft

This study describes the product strategy of bamboo handicraft Widya Handicraft in Gintangan Village, Blimbingsari District, Banyuwangi Regency. This research is qualitative. This study's subjects are Bamboo Craft Widya Handicraft owners in Gintangan Village, Blimbingsari District, Banyuwangi Regency as the primary informants. In contrast, the supporting informants in this study were employees and consumers, respectively. Data collection methods used interview, observation, and documentation methods. The data analysis method is data reduction, data presentation, and conclusion drawing. This study indicates that the Bamboo Craft by Widya Handicraft in Gintangan Village, Blimbingsari District, Banyuwangi Regency implements a concentric strategy. The new products produced are still related to previous developments in raw materials, marketing, and technology. The new product and the final product have the same raw material, namely bamboo, which has a type of lear. The targeted marketing targets are handicraft outlets and people whose products are consumed by themselves. The technology used by the new product with the previous product is also the same, namely using simple technology and drilling machines. The variety of products produced includes the type and type of product, colour, fashion, and product size. The types of products produced include 1) Traditional kitchen utensils, 2) Modern kitchen utensils, 3) Functional, 4) Souvenirs, 5) Ornaments, and 6) Property. The colours of bamboo handicrafts produced by the Bamboo Handicraft Widya Handicraft in Gintangan Village are very diverse, such as brown, blue, red, purple, green, and natural. The product modes produced by the Bamboo Craft SMES in Gintangan Village are very diverse and have artistic value. The size of the products produced by the Bamboo Handicraft SMEs in Gintangan Village varies according to the type and type of product. Weaved bamboo crafts are produced at home in Gintangan Village, Blimbingsari District, Banyuwangi Regency, and have the potential to grow into a thriving industry and tourist destination. This will be beneficial to the village community in particular, as well as the Banyuwangi Regency government in general. The products that have been produced are of world-class quality, and their reliability can no longer be questioned.