MANAGEMENT STRATEGY OF KEWAPANTE TRADITIONAL MARKET, SIKKA REGENCY, EAST NUSA TENGGARA PROVINCE

Abstract

Kewapante Market is one of the traditional markets in Sikka Regency which has been operating for (10) ten years. However, in its development the Kewapante Market has not been running optimally. This can be seen from the market activity which is still empty of buyers and visitors. The formulation of the problem in this study is what strategy is appropriate in managing the Kewapante Traditional Market in Kewapante District, Sikka, NTT. Various strategies have been taken, but it is not yet known what strategies affect the management of this market. The research method used is descriptive qualitative analysis and SWOT analysis by looking at the internal (IFAS) and external (EFAS) Kewapante Traditional Market factors. The research results show that there are many threats in the management of traditional markets. Therefore, need to take advantage of strength from an internal point of view. The strategy that must be applied in this condition is to use strength to take advantage of long-term opportunities by means of a diversification strategy (product / market).