| High public interest towards traditional Tenun Indonesia is also accompanied by high demand for the products of the cultural legacy products. This also applies to the Tenun Ikat Ende which has its own distinctive characteristics. This have potential and opportunities for poeple who use Tenun Ikat Ende as main part of their businesses, one of which is Toko Lio, which is the unit of analysis in this study. The purpose of this study is to describe the marketing done on the Tenun Ikat Toko Lio Ende, the supporting factors and the obstacles of the marketing and to develop appropriate marketing strategies in developing future business. This study is a qualitative study using SWOT analysis (Strengths, Weakness, Opportunities and Threats) that includes two forms of matrix, namely Internal Factor Evaluation (EFE) to determine the internal factors of the company related to the strength - weakness and External Factor Evaluation (EFE to analyze external factors of company concerning aspects of macro-economic, social and cultural conditions, government policies, technological developments, until the development of the industry, the market situation and the level of competition. Based on calculated scores of internal and external environment identification and results of the combination of two scores, it was concluded that the Toko Lio in Internal-External (IE) matrices is in quadrant V. In this position the right strategy to use is to safeguard and maintain the market penetration, market development and improving the quality of Tenun Ikat Ende products. |