Abstract

In this research, the business owners of batik SMEs were analyzed on their marketing strategies. The objective is
to examine if the marketing strategies of high performance batik SMEs differently from low performance batik
SMEs. The high and low performance batik SMEs were categorized based on their annual sales and profits for
three consecutive years. For this purposes, the questionnaires were distributed among 186 batik business owners
in Malaysia. The data collected were then analyzed using Mann-Whitney U Test and Chi-Square Test. The result
found that the high sales and profits performers are not only focused in local market, but they expand their sales
out-of their states. For high sales performers, they are frequently advertised their businesses and using various
promotional tools. Hence, efforts should be made by the low performers to find and expand their sales outside of
their states, advertise their businesses more frequently and not only depends on personal network as promotional
tools. Using various promotional tools especially media, could help in increasing sales. The conclusion is that the
way of how the business owners market their products impact the performance of the firms. By identifying the
marketing strategies of high performance batik SMEs, this research will provide batik entrepreneurs some
guidance and will help low performers identify their weaknesses by comparing the marketing strategies practiced
by high performers.

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