Diana Ross Arief, Mustafidah Udkhiyati
The study aims to find the possible difficulties of using English on the craftsmen’s marketing management during the trade, especially with foreign buyers. Bali is one of Indonesian Islands which has exotic and beautiful panorama with interesting tourism destinations. Besides that, Bali is also well-known for its handy-crafts which are spread in international markets. Some of the famous creations are Balinese traditional woven cloth and Balinese Barong. Three types of Balinese traditional cloths are Grinsing (Kain Grinsing), Woven Cloth, and Ikat Èndèk. Five types of Barong are the following; Barong Ket, Barong Landung, Barong Celeng, Barong Macan, and Barong Naga. The participants of this study are 10 SMEs working as craftsmen to produce endek traditional cloth and Balinese Barong in Bali Area. Qualitative description and quantitative approach were used to find out the need of English in international marketing management. Field observation, questionnaire and open question interview were conducted to participants of the study. The results of questionnaire were calculated by SPSS 22 computer software. The result of field observation, questionnaire and open question interview revealed that participants aware that English capability was needed for expanding marketing abroad, however, they faced the difficulties dealing with foreign buyers when
English was needed in the trading process.
Keywords: English; international marketing management; SMEs