Analysis of the Commercialization Potential of SERENA Products as a Sustainable Innovation

Abstract

This study examines product innovation based on local natural resources as a crucial strategy in supporting sustainable development in the small industry sector. The purpose of this study is to analyze the commercialization potential of SERENA (Scented Effective Refreshing Essence from Natural Lerak), an eco-friendly hand soap made from soapberry (Sapindus rarak). The study was conducted using the SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis method through a qualitative descriptive approach. Data were obtained from field observations, market tests at Duta Bangsa University Surakarta, and interviews with potential consumers and micro-business owners in Surakarta. The results indicate that SERENA has significant commercialization potential because it offers desirable value, utilizes local raw materials, and aligns with market trends toward eco-friendly products. The recommended development strategy is the SO (Strength–Opportunity) strategy, which utilizes product strengths and market opportunities to expand marketing reach and strengthen the product's positioning as a sustainable product.