Analisis Strategi Pemasaran Kopi Arabika ‘Bergendaal Koffie’ di Kabupaten Bener Meriah
ABSTRACT: Economic
globalization and free trade are signified by hard competition that pushing the
industries to increase their productivity and product quality result, that is
why we need to analyze business management especially marketing strategic. The
research was done at Bergendaal Koffie, in Simpang Teritit, Bener Meriah
District. The object of research is marketing strategic data that competitive
at Bergandaal Koffie. The purpose of this research was to know marketing
strategy at Bergendaal Koffie by using SWOT (Strenght, Weakness, Opportunity,
and Threat) analysis tool are consist of SAP (Strategy Advantage Profile)
analisys and ETOP (Environmental Threat Opportunity Profile). SAP analysis to
Bergendaal Koffie industry is placed in secure competition position
(Favourable) and ETOP analysis show that Bergendaal Koffie industry including
Speculative Business. Combination of those two matrixs in SWOT shows in the
infestation position. It means that optional of good strategy that could be
implemented by Bergendaal Koffie industry is doing invest to harvest, the
meaning is to invest for the short term and then reaping the reward of this
investment in the future.
Keywords: SWOT; SAP; ETOP;
Marketing Strategy
Penulis: Mirza Fahmi, Akhmad
Baihaqi, Irwan A. Kadir
Kode Jurnal: jppertaniandd130168
