Development strategy of Bontolojong Turatea coffee (case study CV Bontolojong in the Ujung Bulu Village Rumbia District Jeneponto Regency)

Abstract

Coffee arabica with honey processing was developed by CV. Bontolojong and given the brand “Bontolojong Turatea coffee.” Agribusiness coffee has not developed well, so it is necessary to research to determine its development strategy. The purpose of the study was to illustrate the prospect of the business development of Bontolojong Turatea coffee through the CV. Bontolojong and formulate an effective alternative strategy in the development of the Bontolojong Turatea Flavor Coffee honey. This research is a case study and takes data through observations, in-depth interviews, and FGD. The analytical methods used are Internal and external factors analysis and SWOT analysis. Conclusion Research suggests that (1) The prospect of business development of Bontolojong Turatea coffee with honey processing is very large because it can be a mainstay product in Jeneponto Regency. As a specialty coffee product, this coffee has an opportunity in the domestic market. The growing demand for coffee and household consumption is in line with the growth of population and community economy. In 2016-2020, domestic coffee consumption was projected to grow above 8, 22%. (2) An effective strategy for the development of agribusiness Bontolojong Turatea Coffee is aggressive (growth with the concentration of horizontal integration). The alternative strategies are; 1) Enlarge the operational capital and business scale, 2) Strengthening the capacity and skills of the company’s human resources by utilizing empowerment agencies and government support, 3) Improve product control quality, 4) Create innovation products by looking at consumer tastes trends, and 5) Utilize the opportunity of partnership cooperation to expand marketing distribution line.

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