The Women's Resource Development Center (PPSW) Jakarta held marketing training for the Chinese Benteng indigenous women's community. This event was held on Monday, November 20 2023 at the house of RW Chairman Cuan Hoy, Belimbing Village, Kosambi District, Tangerang Regency, Banten Province.
This marketing training was held with the aim of increasing the understanding of traditional Chinese women regarding marketing. And can formulate strategic steps in facing competition in the era of globalization.
This discussion was attended by the PPSW Jakarta Team, namely, Titik Suryatmi, Iqbal Yusti Ekoputro, Happy Octa Familia, and Mamay Mutmainahr. Training is designed to achieve several specific goals, including understanding the meaning of marketing and its differences from sales. Then, identifying marketing and gender issues, knowing the importance of recognizing markets/consumers, understanding marketing elements and marketing strategies. As well as planning marketing in the business and building commitment with the group to improve and increase marketing in the business.
In this training, there was several materials presented by each facilitator. Among other things, discussing portraits of women from traditional small and micro businesses and creating interactive moments with spider web games. The facilitator invites participants to share the problems they face and produces in-depth problem identification. Such as changes in turnover, difficulties in maintaining product quality, and obstacles in sharing roles with family members.
The results of this problem identification include real stories from mothers like Mrs. Heny who experienced fluctuations in turnover due to intense competition. Ms. Devy, who faces problems with product durability, to Ms. Nerwah, who feels lonely when facing all the tasks alone. The impact of not sharing roles is reflected in the experiences of mothers who have to fend for themselves without support from family members.
The next material provides knowledge about MSMEs, criteria and characteristics based on law. The facilitator explained about micro, small and medium businesses, and reminded participants the importance of understanding their business criteria for licensing and taxation purposes.
In this second material, participants are guided to understand the meaning of marketing and its differences from sales. Marketing is defined as the activity of delivering goods or services to consumers to meet their needs and satisfaction. Sales, on the other hand, is the process from setting prices to distributing products to consumers.
This material also presents the basic concepts of strategy which include market introduction, marketing mix, and marketing evaluation. Participants are invited to understand the marketing environment, determine the target market, and design strategies that suit company conditions and consumer needs.
Meanwhile, for the last material, the facilitator provided an understanding of the marketing plan. Where involving participants in designing marketing strategies for three different groups.
The first group focused on discussing non-cake products. The second group discusses the nature of buyers who sometimes get bored with the products being sold. Finally, the third group often makes purchases using a pre-order system via the WhatsApp application. Each group formulates current conditions, expected conditions, and activities to be carried out.
PPSW Jakarta hopes that this training will not only provide an in-depth understanding of marketing and business strategy. But it also creates a space for sharing experiences and solutions among indigenous Chinese women. The collaborative spirit and commitment to improving indigenous women's micro and small businesses is reflected in the concrete steps formulated by each group.
