STRATEGI PENGEMBANGAN INDUSTRI KOPI BENTENG ALLA PADA KOPERASI BENTENG ALLA

Abstract

The purpose of this study is to make SWOT analysis (Strengths, Weakness, Opportunities, Threats) and determinedeveloping strategy of Benteng Alla Coffee Industry at Benteng Alla Cooperative. The location of this research atBenteng Alla Coffee Industry in Enrekang Regency. The type of research is descriptive qualitative and quantitativeresearch. Data collection techniques are documentation, observation and interviews. The analytical method is descriptivequalitative and quantitative analysis. The SWOT analysis results obtained strengths are competent human resources,sufficient and continuous quantity of raw materials, excellent production quality and many product variations. Theweakness are lack of capital, small production machinery, expensive selling prices, poor promotions, not strategiclocation and poor distribution. The opportunities are support from government and banking, the availability of manyproduction machines that can be purchased, social and cultural supports, the development of café/coffee shop businesses,good economic growth, there are many supermarkets, minimarkets and gift shops that are willing to be distributionagents/retailers, there are internet facilities. The threats are many competitors with strong competitiveness and thepotential of new industry competitors. The main strategy is the growth strategy. The operational strategy is to increaseproduction capacity, increase sales, make cafes/coffee shops as one of the target markets, maintain product quality,borrow soft loans/KUR from the government/banking, buy production machines (roasting machines) with greatercapacity, sales cooperation with supermarkets, minimarkets and gift shops, direct sales to cafes/coffee shops, use online(internet) to promotion and sales facilities, price differentiation.