The Business Potential of Riau Malay Songket Woven Cloth Enterprise - Wan Fitri toward the International Market

The Riau Malay Songket Woven Cloth Enterprise - Wan Fitri is a market leader in the production process of Malay Songket woven cloth in Pekanbaru City, Riau Province - Indonesia which has been established since 1969. It has the potential to be marketed to various countries in Southeast Asia, especially to the Malaysian market considering the origins of the Riau Malay Songket were also derivative from Trengganu - Malaysia. The purpose of this research is to identify the strategic business factors to realize the process of product internationalization to the Malaysian market. This study uses a qualitative research method with a case study approach and SWOT analysis. The data collection of this research was carried out through interviews, observation, documentation, and a triangulation process. The results of this study showed that the Riau Malay Songket Woven Cloth Enterprise - Wan Fitri is in a Growth Position (cautious) and has the potential to penetrate the international market with medium and long-term strategies plans with the exporting target to the Malaysian market because it has a same cultural tendency, especially in using Malay Songket woven cloth.