Introduction
Today, overcoming the problem of unemployment and creating productive employment is one of the main concerns of policymakers in economic and social development programs. One of the ways to overcome this challenge can be found in the development of the handicraft market. In many countries, handicrafts are considered part of cultural tourism, alongside ancient monuments and cultural heritage sites (Barnard, 2021, p. 147). In fact, handicrafts are one of the most important types of home-based businesses, accounting for 2.9% of the gross domestic product (Vahidi & Naseri, 2015, p. 106). In this regard, in South Khorasan province, there are currently 12,000 handicraft artisans active in various fields, and they are registered. Despite the vast entrepreneurial capacity in South Khorasan, it has not been utilized effectively so far. Therefore, this study aims to evaluate the status of the handicraft market in the province and develop strategies for marketing these products. This article seeks to answer the following question:

What are the strategies for developing the handicraft market and selling competitive handicraft products in the province?

As to background of this research, it is worth noting that several researchers have investigated the obstacles to market development at the provincial level. For example, Yaghoobi, Sardarshahraki, and Karbasi (2022) studied “Analyzing the obstacles to market development of rural handicraft cooperatives in Sistan and Baluchestan province”. Another example is the article “Identifying and examining the obstacles to internal market development of handicrafts in Ilam province” by Omidi, Omidi, and Mohammadi (2015). Moreover, a study entitled “Addressing the challenges of handicrafts in Mazandaran province: Identifying obstacles and proposing solutions” was conducted by Sorayaie and Atfi (2014).
Research Methodology
The present study is qualitative in nature and employs a thematic analysis and SWOT analysis approach. The required data was collected through semi-structured interviews. The statistical population of this study consists of 47 managers, experts, and artists in the field of handicrafts with competitive advantages in South Khorasan province. The researchers transcribed the recorded interviews and analyzed them. Based on a three-stage coding process (open, axial, and selective coding), the data were continuously reviewed and refined, and similar data were grouped around a category. Initial concepts, considering their similarity with other concepts, were organized into broader concepts and further developed into components. Subsequently, these components were combined based on continuous comparative logic, according to conceptual similarity, at a more abstract level, forming categories. To present a strategy and sales approach, the Internal Factor Evaluation (IFE) matrix was used to examine internal factors. The External Factor Evaluation (EFE) matrix was also employed to organize external factors in the form of opportunities and threats, and to analyze how to respond to opportunities and external threats in marketing activities. Finally, each of the strengths, weaknesses, opportunities, and threats was prioritized based on weighted scores, and the SWOT matrix was constructed.
Findings
Initially, the data were organized systematically and meaningfully. At this stage, 147 concepts were identified based on the semantic expressions extracted from the interviews. In the next step, the identified concepts were re-screened and categorized into 60 integrated codes based on semantic and conceptual similarity. In the third stage, the integrated codes identified in the previous stage were categorized into four categories: weaknesses, strengths, threats, and opportunities. Then, the internal and external factor evaluation matrices were constructed. In completing the external factor evaluation table, a significance coefficient between 0 and 1 was assigned to each factor based on its importance and sensitivity, and the factors were compared with each other. As a result of this analysis, opportunities and threats to the development of the market for competitive handicrafts in South Khorasan province were identified. Similarly, the internal factor evaluation table was completed, and the strengths and weaknesses of the development of the market for competitive handicrafts in South Khorasan province were identified. The total score obtained from the multiplication of the significance coefficient in the external factor evaluation matrix is 2.34, indicating that we were unable to capitalize on opportunities and mitigate threats effectively. Also, the final score of the internal factor evaluation matrix is 2.60, indicating that in the competitive handicraft industry, limitations outweigh strengths.
Discussion and Conclusion
Based on the research findings, the following components were identified as the most important opportunities for the development of competitive handicrafts in South Khorasan:

Increased connectivity between young people and handicrafts
Creation of sustainable income for families during drought conditions
Employment and activity of most households in handicraft production
Positive mental image of the quality of handicraft products and raw materials
Potential talents of the people of the province in art and handicrafts

The following components were identified as the most important threats to the development of competitive handicrafts in South Khorasan province:

Lack of trade exhibitions in the past two years
Political perspective on art in budget allocation
Creating restrictions on social networks
Neglecting to produce documentaries
Low status of art among people and officials
Decreased interest of people in buying handicrafts
Entry of factory-made products into the market
Incorrect positioning of art in Iran
Inability of officials to attract foreign tourists
Low investment in infrastructure and conversion industries
Decreased profit for artists and increased prices due to multiple middlemen
Lack of creation of academic fields suitable for competitive industries
Exploitation by profiteers and weak supervision by officials and lack of knowledge among people
Unwillingness of local sellers to sell local handicraft products
Disinterest in skill-building in some industries
Lack of cooperation and integration of services between supportive organizations and entrepreneurs
Unwillingness of banks to provide facilities and issue permits to unqualified individuals

The following components were identified as the most important strengths and capacities of competitive handicrafts in South Khorasan province:

Revival of handicrafts with new decorative and consumable applications
Active presence on social networks
Continuous presence in trade exhibitions
Use of technology in the production process
Formation of cooperatives
Receiving quality and cleanliness certificates
Ability and capacity for increasing production volume
Flexibility in working hours with workshop production
Innate talent in art and handicrafts

The following components were identified as the most important weaknesses of competitive handicrafts in South Khorasan province:

Pricing without considering perceived value
Artists being content with minimums
Production of products without brand names
Reducing the value of art
Lack of permanent marketplaces
No sales offices in cities
Lack of attention to cultural differences in production
Lack of prosperity in sales markets
Lack of attention to artist training
Low effectiveness of advertising tabloids and websites
Lack of interest in accepting apprentices due to specific beliefs of some artists
Lack of review of licenses issued for handicraft fields
Innovation without considering market demand
Lack of specialized labor
Inability of artists to pay installments due to lack of stable sales
Experimental work of artists
Inadequate facilities and staff at the Heritage Administration
Inability of artists to prepare promotional packages
Orientation and bureaucratic challenges in the Handicrafts Organization
Lack of management of raw materials supply
Lack of use of competitor databases in introducing handicraft products of the province.