The Existence of Reyog Ponorogo: Management Analysis of UD Suromenggolo's Business Strategy in Preserving Cultural Heritage

Reyog Ponorogo is a cultural heritage that has become a regional icon and faces challenges in the modern era. Difficulties in raw materials, capital, human resources, and a lack of government support are the problems encountered. This study aims to analyze the management of the Suromenggolo Business's business strategy to preserve Reyog Ponorogo's culture and identify the obstacles and solutions faced. The research method used is qualitative with a field study approach, involving interviews, observation, and documentation techniques. The study results show that Suromenggolo Business implements strategic management through environmental observation (internal and external factors), strategy formulation using SWOT analysis, and implementation of market penetration strategies. The main obstacles include limited capital, raw materials, low cooperation between artisans, seasonal sales, and the regeneration of artisans. The solutions involve finding funding, product diversification, optimizing the role of cooperatives and Reyog foundations, and education and regeneration efforts through formal and non-formal institutions. The conclusion of this study shows that the strategy implemented is quite effective in maintaining the existence of Reyog Ponorogo, but requires further support from the government and the community.