Niche Market Opportunities for Custom Diecast and Dioramas Scale 64 on DB DIECAST09 Enterprise Through Creative Entrepreneurship

Abstract

The expansion of Indonesia's creative economy, together with the growth of the global toys and collectibles market, has contributed to the emergence of hobby-based niche markets. Even so, most diecast businesses continue to focus on selling standard products with minimal differentiation. DB DIECAST09, a micro-enterprise engaged in diecast customization and 1:64-scale diorama production, was selected as the subject of this study. This research is directed at: (1) identifying the characteristics and opportunities of the niche market within the custom diecast and 1:64-scale diorama segment; and (2) examining how creative entrepreneurship is applied as a strategic approach at DB DIECAST09. A qualitative descriptive method with a single case study design was adopted. Data were gathered through in-depth, semi-structured interviews with four purposively chosen informants, selected for their years of experience in the diecast field and their complementary perspectives, supported by participant observation and library research, then analyzed using the Miles, Huberman, and Saldaña (2014) interactive model. The validity of the data was reinforced through source triangulation and member checking. The findings show that: (1) the custom diecast niche market consistently satisfies the criteria of differentiability and accessibility, characterized by personal-emotional motivation, community-based loyalty, and latent unmet needs; and (2) creative entrepreneurship at DB DIECAST09 is realized through passion-driven innovation, digital storytelling differentiation, and meaningful value co-creation, which together sustain an authentic competitive advantage.