Strategy for Developing A Coffee Agroindustry Marketing Business in Southeast Sulawesi

Abstract

Southeast Sulawesi as one of the coffee-producing regions in Indonesia needs to increase its production and marketing in the increasing world demand for coffee. However, the low quality and product promotion as well as other marketing factors have caused Southeast Sulawesi Coffee to be unable to compete at the national level. The aims of this research are as follows: 1. Find out what factors influence the marketing decisions of the coffee agroindustry in Southeast Sulawesi. 2. Find an effective strategy in the marketing decision making process for the coffee agroindustry in Southeast Sulawesi. The approach method that uses the Fuzzy Analytic Network Process (FANP) as a weight of interest in the decision support system. SWOT analysis is combined with the FANP method to determine the most appropriate development strategy for the coffee agroindustry. From the results of the SWOT and FANP analysis, it was found that the best development strategy is to provide training to employees according to the field, and a strategy to make product variations while taking into account consumer desires.