Strategi Pengembangan Pemasaran Kopi Lanang Robusta Melalui Analisis SWOT Di CV. Kopi Citarasa Persada
DOI:
https://doi.org/10.29244/fagb.15.2.307-319Keywords:
development strategy, lanang coffe, MSMEs, robusta, SWOT, QSPMAbstract
Coffee is one of Indonesia's leading commodities with high economic value, especially lanang robusta coffee which has a unique flavor and wide market potential. However, the marketing development of robusta lanang coffee at CV. Kopi Citarasa Persada, an MSME in Tutur District, Pasuruan Regency, faces various obstacles such as limited production, low consumer awareness, intense competition, and unoptimal distribution. This study aims to (1) formulate an effective marketing development strategy for lanang robusta coffee by analyzing the company's internal and external conditions, (2) provide recommendations that can improve the market development of lanang robusta coffee. The method used in this research is a qualitative method through SWOT and QSPM analysis approaches. The data collection method of this research is through primary data. Primary data is obtained directly by researchers through various techniques such as interviews, direct observation, documentation, surveys, and filling out questionnaires. The results showed that CV. Kopi Citarasa Persada is in a position to support an aggressive strategy, where the company's strengths such as having a unique taste and product quality must be maximized to take advantage of the growing specialty coffee market opportunities. Recommended priority strategies include strengthening branding, diversifying distribution channels, developing attractive packaging, and increasing consumer education about the advantages of robusta lanang coffee. Strategic recommendations emphasize a combination of market penetration and product development on an ongoing basis, with expansion of reach through collaboration with influencers and development of product variants to attract new segments. The implications of this study indicate that with proper planning and implementation of marketing strategies, CV. Kopi Citarasa Persada can not only increase sales and expand market share, but also have a positive impact on the development of lanang coffee businesses at the local level, encourage the growth of MSMEs, and strengthen the position of robusta lanang coffee in national and international markets.
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