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Competitiveness Analysis And Marketing Strategies Ground Coffee Arabica Java Coffee (Empirical Study In UD. Nuri Sumberwringin, Bondowoso)


Fatmawati
Agribusiness Studies Program
Applied Master Program State Polytechnic of Jember


ABSTRACT



Bondowoso is one of the coffee planting centers in East Java with special taste (specialties) Java Coffee. The local government gives fully support to create quality processed products that increase revenue and sales volume of ground coffee that still under ‘ose coffee’ sales. This research had some purposes, those are: 1) to depict the position of java arabica ground coffee competitiveness at UD. Nuri Bondowoso so that this business is feasible to be developed. 2) to obtain and determine the priority strategy in purpose of increasing sales of java arabica coffee at UD. Nuri Bondowoso. The analitycal methodology deployed in this research was Policy Analysis Matrix. Meanwhile, for the alternative marketing strategy it applied maxtrixes of Internal Factor Evaluation (IFE), External Factor Evaluation (EFE Internal-External (IE) and SWOT. The primary marketing strategy used Analytical Hierarchy Process (AHP). Java Coffee arabica ground coffee had comparative and competitive advantage with DRC coefficient equals to 0.04 and PCR coefficient equals to 0.08. The position of coffee agribusiness of Java arabica ground coffee was at quadrant I. The priority strategy to improve the competitiveness of Java arabica ground coffee at UD Nuri Bondowoso is by doing promotion through social media (digital marketing).


Keywords: Competitiveness, Java Coffee, Marketing, PAM, SWOT