SWOT analysis of Sodamolek virgin coconut oil (VCO) in West Amarasi district, Kupang Regency
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Adolfina Kudji Lede(1*)
Master of Management Program, Faculty of Digital Business and Law, Maranatha Christian University
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Imanuel Talan(2)
Master of Management Program, Faculty of Digital Business and Law, Maranatha Christian University
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Surya Setyawan(3)
Master of Management Program, Faculty of Digital Business and Law, Maranatha Christian University
(*) Corresponding Author
Keywords:
Business Development Strategy, Church Initiative, Community Empowerment, Economic Improvement, SWOT Analysis, Virgin Coconut Oil (VCO)
Abstract
This study analyzes the internal and external factors influencing the development of the “Sodamolek” Virgin Coconut Oil (VCO) enterprise through a SWOT framework to formulate sustainable business development strategies. Originating as a community-based economic empowerment initiative managed by a church congregation in Fedok Lenaoen under the Northwest Rote Classis and subsequently expanded to West Amarasi, the enterprise was established to address persistent challenges related to low household income and economically motivated crime in local communities. Employing a qualitative descriptive approach, the study identifies the enterprise’s primary strengths as its use of natural, chemical-free raw materials and its affordable pricing strategy. Significant opportunities were also identified, including growing public awareness of health and wellness products and the potential for expansion into international markets, particularly in the Netherlands. The findings suggest that the most appropriate development strategy involves strengthening access to raw materials, expanding product diversification into value-added products such as lotions, facial masks, and instant porridge, and addressing existing weaknesses related to packaging innovation and workforce capacity development. Beyond its commercial achievements, the Sodamolek initiative has generated meaningful socio-economic benefits by creating local employment opportunities, increasing household income, and contributing to community welfare. The study highlights how faith-based economic empowerment initiatives can support local development objectives and demonstrates the potential of community-driven entrepreneurship to promote inclusive economic growth and social stability in rural regions of East Nusa Tenggara.
Keywords: Business Development Strategy; Church Initiative; Community Empowerment; Economic Improvement; SWOT Analysis; Virgin Coconut Oil (VCO)
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References
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Yunita, E., Yulita, M., & Safitri, M. (2024). Contribution to industrial business revenue household virgin coconut oil (VCO) on family income in Kewapante District, Sikka Regency, East Nusa Tenggara. Buletin Ilmiah IMPAS, 25(1).
Zoschke, N., Betancur, A., Ehsan, S., TenHaken, J. D., Rahman, J. R., King-Tezino, K., Kramer-Najjar, M., Bravo, C. A., & Wilkerson, J. M. (2024). COVID-19 and public health practice: SWOT analysis and recommendations for community health workers and stakeholders responding to COVID-19 health inequities. Health Promotion Practice, 25(6), 971–984. https://doi.org/10.1177/15248399231201131
http://ijsr.internationaljournallabs.com/index.php/ijsr
Arifin, R. W. (2015). The role of Facebook as a promotional medium in developing the creative industry. Bina Insani ICT Journal, 2(2), 117–126.
Azzahra, Q., Wahyuningtyas, R., Firli, A., & Magister, P. (2024). Marketing strategy analysis using SWOT and QSPM matrix (case study on Guzzini MSMEs). International Journal of Science and Management Studies. http://ijstm.inarah.co.id
Bajpai, V., Pandey, S., & Shriwas, S. (2012). Social media marketing: Strategies & its impact. IRJC International Journal of Social Science & Interdisciplinary Research, 1(7), 214–223.
Barefoot, D., & Szabo, J. (2009). Friends with benefits: A social media marketing handbook. No Starch Press.
Benzaghta, M. A., Elwalda, A., Mousa, M. M., Erkan, I., & Rahman, M. (2021). SWOT analysis applications: An integrative literature review. Journal of Global Business Insights, 6(1), 55–73. https://doi.org/10.5038/2640-6489.6.1.1148
Central Statistics Agency of East Nusa Tenggara Province. (2024). Coconut production by district/city in East Nusa Tenggara Province in 2024. https://ntt.bps.go.id
Central Statistics Agency of Kupang Regency. (2025). West Amarasi District in figures.
Creswell, J. W., & Creswell, J. D. (2018). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). SAGE Publications.
David, F. R., & David, F. R. (2020). Strategic management: Concepts and cases — A competitive advantage approach (17th ed.). Pearson Education.
Dharmesta, B. S., & Handoko, H. T. (2010). Marketing management (behavioral analysis consumer). BPFE Publisher.
Gürel, E., & Tat, M. (2017). SWOT analysis: A theoretical review. The Journal of International Social Research, 10(51), 994–1006.
https://doi.org/10.17719/jisr.2017.1832
Hassanpour, D. H., & Ebrahimi, H. (2023). Develop and prioritize domestic wastewater use scenarios with SWOT and QSPM analytical matrices — case study: Sabzevar City treatment plant. Desalination and Water Treatment, 285, 189–203. https://doi.org/10.5004/dwt.2023.29303
Idris, M., & Armi, P. A. (2022). Design and construction of a coconut milk processing machine virgin coconut oil. Metana: Media Komunikasi Rekayasa Proses dan Teknologi Tepat Guna, 18(1), 71–76.
https://doi.org/10.14710/metana.v18i1.45103
Khumairo, H., Hersiyah, & Mashudi. (2025). The Role of MSMEs in Driving Economic Growth and Income Equality in Indonesia. Ekonomipedia, 3(1). https://doi.org/10.55043/ekonomipedia.v3i1.274
Lestari, P., Liberty, & Sunarwan, A. (2021). Analisis SWOT digital banking di BRI Syariah KCP Tulang Bawang Barat. FINANSIA: Jurnal Akuntansi dan Perbankan Syariah, 4(1), 75–90.
https://e-journal.metrouniv.ac.id/index.php/FINANSIA/article/download/3045/2213
Liani, R., & Jumaidi, L. T. (2024). Determination of Micro, Small and Medium Enterprises (MSMEs) development strategy based on SWOT analysis in strategy management. International Journal of Small Business and Entrepreneurship Research, 12(5), 90–106. https://doi.org/10.37745/ijsber.2013/vol12n590106
Mandira, I. M., & Damayanti, N. (2023). Analysis of SWOT, IFAS, EFAS, and BLC in the heavy equipment industry in Bali. Jurnal Riset Manajemen Sains Indonesia (JRMSI), 14(2). https://journal.unj.ac.id/unj/index.php/jrmsi/article/view/31550
Mujito. (2024). Strategic management: With an analytical approach SWOT. Scientific Insight.
Muntasir, M., Regaletha, T. A. L., & Kenjam, Y. (2022). Application of PKM technology to improve the quality and production of traditional VCO in home industries in Baumata Village, Taebenu District, Kupang Regency. Jati Emas (Jurnal Aplikasi Teknik dan Pengabdian Masyarakat), 6(3), 117–123.
Ningsih, N., & Efendi, E. (2025). Utilization of coconut as raw material for virgin coconut oil (VCO) in increasing the added value of products. Journal of Chemistry, Physics and Biology Education, 1(4), 93.
Preprint. https://www.researchgate.net/publication/399283302
Putri, A. Y., & Wibowo, I. (2025). Implementasi analisis SWOT dengan matriks IFAS & EFAS pada Mixue Rajamandala. Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan, 5(2). https://journal.sinov.id/index.php/jurimbik/article/view/1430
Rachma, N., Amzul, R., & Sarianti, T. (2024). IFAS and EFAS matrices as quantitative tools in strategy formulation: Case study of logistics industry. Journal of Industrial Manufacturing, 10(2), 105–112.
https://jurnal.umt.ac.id/index.php/jim/article/download/14804/6461
Rangkuti, F. (2006). SWOT analysis techniques for dissecting business cases: Reorienting the concept strategic planning for the 21st century. Gramedia Pustaka Utama.
Rindengan, B., & Novarianto, H. (2005). Virgin coconut oil conqueror of various diseases: Making and utilizing pure coconut oil. PT Agro Media Pustaka.
Riyanto, S., & Azis, M. N. L. (2021). SWOT analysis as strategy development organization. Bintang Pustaka Madani.
Silitonga, P. (2023). The role of the church in the congregation's economy and the church's efforts in increasing the economic empowerment of the congregation. Journal of Social and Community Education Humanities.
Sonia, D. R., Sanjaya, A., & Hutajulu, M. J. (2020). Business development strategies using SWOT analysis in the Cahaya Modern Home Industry. Jurnal Administrare: Jurnal Pemikiran Ilmiah dan Pendidikan Administrasi Perkantoran, 7(1), 161–170. https://doi.org/10.26858/ja.v7i1.14071
Sugalih, A., & Riorini, S. V. (2025). Developing adaptive business strategies using the SWOT matrix: A case study of PT Tri Adi Bersama (ANTERAJA). ResearchGate
Saxena, V., Bahurupi, Y., Mishra, A., Singh, A., Parate, S., & Sandhu, H. (2022). Strength, weakness, opportunities, and threats (SWOT) analysis of virtual outpatient department under telemedicine department during the COVID-19 pandemic. Cureus, 14(2), e22476. https://doi.org/10.7759/cureus.22476
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Weihrich, H. (1982). The TOWS matrix—A tool for situational analysis. Long Range Planning, 15(2), 54–66. https://doi.org/10.1016/0024-6301(82)90120-0
Yunita, E., Yulita, M., & Safitri, M. (2024). Contribution to industrial business revenue household virgin coconut oil (VCO) on family income in Kewapante District, Sikka Regency, East Nusa Tenggara. Buletin Ilmiah IMPAS, 25(1).
Zoschke, N., Betancur, A., Ehsan, S., TenHaken, J. D., Rahman, J. R., King-Tezino, K., Kramer-Najjar, M., Bravo, C. A., & Wilkerson, J. M. (2024). COVID-19 and public health practice: SWOT analysis and recommendations for community health workers and stakeholders responding to COVID-19 health inequities. Health Promotion Practice, 25(6), 971–984. https://doi.org/10.1177/15248399231201131
Published
2026-07-09
How to Cite
Lede, A., Talan, I., & Setyawan, S. (2026). SWOT analysis of Sodamolek virgin coconut oil (VCO) in West Amarasi district, Kupang Regency. Journal of Management : Small and Medium Enterprises (SMEs), 19(2), 1217-1231. https://doi.org/10.35508/jom.v19i2.28914
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Articles
