STRATEGI PENGEMBANGAN USAHA PENGOLAHAN KOPI
Studi Kasus: Di Unit Pengolahan Hasil (UPH) Wulang Pari Coffee Di Kota Ruteng Kabupaten Manggarai
This study aims to determinate internal factors (strength and weakness) and external factors (opportunities and threats) that affect the development of coffe processing business and alternative strategy for coffe processing business development in yield processing unit Wulang Pari Coffe in Ruteng City Manggarai District. The method use in this study is survey method, the data used consist of primary and secondary data, determination of respondents is done by purposive sampling by using the keyperson technique totaling 10 people. The data analysis used is qualitative analysis by using SWOT analysis (IFAS-EFAS analysis, SWOT quadrant, and SWOT matrix). The study result show that internal factor which includes the main power in affect the development of coffe processing business in WulangPariCoffe is knowledge and skills owned by the processor, have many product variants, stable product quality, attractive packaging, and special and unique taste. While, the main weakness is limited capital, limited equipment, limited skilled workforce, and unorganized management. While, external factors which includes the main opportunities that most affect coffe processing business development in WulangPariCoffe is wide market coverage, a lot of promotion, increased product demand, development of science and technology, the growing trend of drinking coffe among young people, and good relationship with customers. while the main threat is emergence of new competitors, many local coffe business and coffe from outside Manggarai, price fluctuation, there is a Covid-19 pandemic and product price variations.
Coffe development business strategy in research sites focused on aggressive strategy. This aggressive strategy more emphasis on coffe processing business development activities which leads to SO strategy (Strength-Opportunities) that maximizing power to take advantage of the opportunities.