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In general, the purpose of this study is to formulate a strategy to improve the competitiveness of wood craft products in Gianyar. Data were collected using interviews, observations, questionnaires, and documentation. Then the data obtained were analysed using: IFE matrix, EFE matrix, IE matrix and SWOT analysis. The results of the study show that the competitiveness of wood craft products in Gianyar Regency is in a competitive position. The strategy to improve the competitiveness of existing wood craft products in Ubud District of Gianyar Regency is to make differentiation and innovation both in marketing and in production. Whereas the advice that can be given to increase competitiveness is for wood craft entrepreneurs to produce in accordance with market demand or which are more trendy in the market, utilizing the internet in marketing, both promotion, ordering and service to customers; stakeholders (government, academics, business people, associations) are expected to be committed to helping improve the competitiveness of wood craft products in Ubud District, Gianyar Regency. Keywords— competitiveness, products, craft, wood

The Strategy to Increase Competitiveness of Wood Craft Products in Ubud District, Gianyar Regency Bali