STRATEGI PENGEMBANGAN AGRIBISNIS KOPI DI KECAMATAN POCO RANAKA TIMUR, KABUPATEN MANGGARAI TIMUR

Abstract

The research aims is to knows the internal factors  (strength and weakness) and the external factors (opportunity and threat) that influence the agribusiness development of coffee and its another alternative strategy of agribusiness development of coffee in East Poco Ranaka Sub district, East Manggarai Regency. This research uses survey as its method while the data are taken from primary and secondary sources. The respondents determination are purposive sampling using keyperson, who are 26 respondents at its amount. Data analysis is conducted with qualitative and quantitative analysis using SWOT analysis (IFAS-EFAS analysis, SWOT matrix analysis, and SWOT quadrant). The results of the study show that the internal factor as well as the main strengths that determines the increasing of the agribusiness development of coffee in East Poco Ranaka Sub district are  natural conditions that comply with the requirements of growing Arabica coffee, having distinctive properties and characteristics and the product which is sold is in dry HS (Hard Skill). While for the main weakness, those are, the spirit-less of the young to become a coffee-farmer as their profession also the lowness of coffee`s production, and the lowness of coffee’s productivity. Meanwhile, the external factor as well as the main opportunity that gives good impact to the agribusiness development of coffee in East Poco Ranaka Sub district is the increase of consumption and demand of coffee in order to be the base material in the agroindustry also the government supports to agribusiness coffee. In another side, the main threat is the market competition.The strategy which is needed to be considered in the locus of the research is an aggressive strategy. This aggressive strategy refers to the SO (Strength-Opportunity) strategy, which means efforts for maximizing all the possible opportunities. This study then, suggests to give the priority to the mount of sales, to give priority to the wider network in marketing information of Arabica coffee, and Asnikom role as the center in the marketing of Arabica coffee. But, it is possible to consider another strategy while keep focusing on SO strategy in order to increase the agribusiness development of coffee in the locus  of the research. This research also finds some disadvantage and threat in coffee agribusiness so that there should be a cooperation among the agribusinesses in managing this disadvantage and threat so that this agribusiness can keep exist even becoming bigger especially in East Poco Ranaka Sub district, East Manggarai Regency.