Identifikasi Proses dan Strategi Bisnis pada Kadatuan Koffie Menggunakan Analisis SWOT
Abstract
Abstrak
Penelitian ini menyajikan analisis SWOT pada sebuah perusahaan agroindustri kopi yaitu Kadatuan Koffie yang melakukan proses bisnis agroindustri kopi dari hulu hingga hilir, untuk mengidentifikasi proses bisnis dan menentukan strategi perusahan agar dapat bersaing di pasar yang semakin ketat. Penelitian ini dilakukan dengan melakukan observasi pada proses bisnis Kadatuan Koffie dari hulu hingga hilir dan melakukan wawancara untuk mendapatkan faktor-faktor internal dan eksternal perusahaan. Analisis SWOT kuantitatif dilakukan dengan melakukan pembobotan dan pemeringkatan terhadap faktor-faktor tersebut oleh responden yang berjumlah 6 orang dari internal dan eksternal perusahaan. Hasil penelitian ini menunjukkan Kadatuan Koffie berada di kuadran II pada diagram SWOT dimana perusahaan berada pada kondisi yang didominasi oleh faktor kekuatan (strength) internal dan tantangan (threat) eksternal. Strategi yang sesuai untuk kondisi perusahaan di kuadran II adalah Diversifikasi Strategi dengan dua pilihan strategi yang dapat diambil yaitu alternatif strategi ST yaitu “mengutamakan kualitas produk sebagai daya saing” atau “menjaga stabilitas harga jual produk”.
Kata kunci: agroindustri kopi, analisis SWOT, manajemen agroindustri
Abstract
This research presents the SWOT analysis on an agro-industry coffee company that is Kadatuan Koffie which are doing the business process of coffee from upstream until downstream level, to identification the business process and determine the strategy of the company to compete in the market that is increasingly tight. This research was conducted by doing an observation on the business process of Kadatuan Koffie from upstream until the downstream and conducting interviews to get internal and external factors of the company. The SWOT analysis is done by performing quantitative weighting and ranking against these factors by six respondents from internal and external of the companies. The results of this research indicate that Kadatuan Koffie is in quadrant II SWOT diagram where the company is in a condition that is dominated by factors of a strength of the internal and threat of the external. Strategies for companies in the quadrant II is Diversification Strategy which the strategies are "give priority to product quality as competitiveness" or "Keep the stability of the selling price of the product" from ST alternative strategy.
Keywords: coffee, management agroindustry, SWOT analysis
Keywords
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https://doi.org/10.21776/ub.industria.2018.007.03.4
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