Marketing Strategy of Arabica Coffee Products on Harapan Maju Group in Kintamani, Bali, Indonesia
Keywords:
Strategy, Marketing, Arabica coffee, Harapan Maju Group
Abstract
This study aims to identify internal and external factors and alternative marketing strategies for Arabica coffee in the Harapan Maju Group, Kintamani, Bangli, Bali, Indonesia. The method in this study is the SWOT analysis technique. The results showed that the internal environmental factors that had the highest score on the strength indicator were having a consistent taste of coffee products, having many variants of coffee products, and human resources influencing the quality and quantity of coffee products produced. The indicators of weakness are erratic yields which affect the ups and downs of sales, promotions that are not maximized, and the lack of knowledge of human resources for digital marketing through social media. Meanwhile, the external environmental factors in the opportunity indicator are the growth in domestic coffee consumption which continues to increase, the development of coffee management technology, and the government's efforts to assist group coffee marketing. The threat indicators are that similar competitors are superior in following market trends quickly, the bargaining position of consumers is getting higher, and there is a lot of imported coffee coming from outside. Eight alternative strategies that the Harapan Maju Group needs to carry out to increase profits include: expanding the marketing network, improving the quality of service to consumers, strengthening cooperation or collaboration with government agencies, improving the quality of human resource management with training, increasing promotional activities with digital media setting competitive prices for the development of globalization, increasing the use of technology in Arabica coffee business management, and streamlining Arabica coffee operational costs
References
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[2] F. Arwangga, Aryanu, I. A. Raka Astiti Asih, and I. W. Sudiarta, “Analisis Kandungan Kafein Pada Kopi Di Desa Sesaot Narmada Menggunakan Spektrofotometri Uv-Vis,†J. Kim., vol. 10, no. 1, pp. 110–114, 2016, doi: 10.24843/jchem.2016.v10.i01.p15.
[3] Anonymous, Statistik Perkebunan Unggulan Nasional 2019-2021. 2019.
[4] D. Sulestiyono, Aresteria. Maya, and L. I. B. Lestiani, “An Implementation of Micro, Small, and Medium Enterprise (MSME) Opportunities and Challenges In The Pandemic Era : A Literature Review,†J. Ekon. Manaj. dan Akunt., vol. 2, no. 2, pp. 19–31, 2021, [Online]. Available: http://jema.unw.ac.id.
[5] S. Adithia and M. P. P. Jaya, “Strategi Pemasaran Digital Produk Minuman Kopi di Masa Pandemi,†J. Res. Bus. Tour., vol. 1, no. 1, p. 37, 2021, doi: 10.37535/104001120213.
[6] F. Yasir and M. Amin Ul Haq, “Neuromarketing - Seeing the Unseen: Effect of In-Store Category Artwork, Structures and Packaging on Shopper’s Buying Behaviors in Pakistan,†J. Mark. Strateg., vol. 4, no. 2, pp. 227–245, 2022, doi: 10.52633/jms.v4i2.201.
[7] B. R. Londhe, “Marketing Mix for Next Generation Marketing,†Procedia Econ. Financ., vol. 11, no. 1964, pp. 335–340, 2014, doi: 10.1016/s2212-5671(14)00201-9.
[8] F. I. Ichwanda et al., “Analisis Strategi Pemasaran Untuk Meningkatkan Volume Penjualan Ekspor,†Adm. Bisnis, vol. 24, no. 1, pp. 1–9, 2015.
[9] R. S. Hayu, “Smart Digital Content Marketing, Strategi Membidik Konsumen Millennial Indonesia,†JMK (Jurnal Manaj. dan Kewirausahaan), vol. 4, no. 1, p. 61, 2019, doi: 10.32503/jmk.v4i1.362.
[10] I. G. A. W. Upadani and G. N. . Krisnawan, “SEAS ( Sustainable Environment Agricultural Science ) Marketing Strategy of Honey in Sarining Trigona Pertiwi Beekeeper Bongkasa Pertiwi Village,†vol. 06, no. 02, pp. 94–101, 2022.
[11] N. Hikmah, A. S. Nurdin, L. Irmayanti, and M. Y. Hanafi, “Strategi Pengembangan Usaha Lebah Madu Kelompok Tani Mau Sigaro Hutan Kemasyarakatan Desa Gamsungi Kabupaten Halmahera Barat,†J. Hutan dan Masy., vol. 12, no. 1, p. 58, 2020, doi: 10.24259/jhm.v12i1.9921.
[12] S. Selmi, I. Irnad, and S. Sistanto, “Segmentation of consumers of honey and identification of honey preference in Kota Bengkulu,†AGRITROPICA J. Agric. Sci., vol. 3, no. 2, pp. 88–97, 2020, doi: 10.31186/j.agritropica.3.2.88-97.
[13] S. Maylinda and I. P. Sari, “Optimalisasi Integrated Digital Marketing Dalam Strategi Pemasaran Umkm Imago Raw Honey,†JABE (Journal Appl. Bus. Econ., vol. 7, no. 4, p. 521, 2021, doi: 10.30998/jabe.v7i4.9940.
[14] D. Sarah, R. N. Suryana, and K. Kirbrandoko, “Strategi Bersaing Industri Madu (Studi Kasus: CV Madu Apiari Mutiara),†J. Apl. Bisnis dan Manaj., vol. 5, no. 1, pp. 71–83, 2019, doi: 10.17358/jabm.5.1.71.
[15] E. E. Tuar, I. M. Tamba, and P. F. K. Lestari, “Analisis pemasaran kopi arabika di Desa Belantih Kecamatan Kintamani Kabupaten Bangli,†Agrimeta, vol. 9, no. 18, pp. 10–14, 2019, [Online]. Available: https://e-journal.unmas.ac.id/index.php/agrimeta/article/view/634.
[16] I. Ikramuddin, F. Matriadi, E. Yusuf Iis, and M. Mariyudi, “Marketing Performance Development: Application of the Concept of Digital Marketing and Market Orientation Strategy in the Msme Sector,†Int. J. Educ. Rev. Law Soc. Sci., vol. 1, no. 2, pp. 181–190, 2021, doi: 10.54443/ijerlas.v1i2.85.
[17] M. Teguh and S. T. Ciawati, “Perancangan Strategi Digital Marketing Communication Bagi Industri Perhotelan Dalam Menjawab Tantangan Era Posmodern,†Bricol. J. Magister Ilmu Komun., vol. 6, no. 01, p. 051, 2020, doi: 10.30813/bricolage.v6i01.2067.
[18] B. D. L. Andiana, L. Hurriati, and F. Fathurrahman, “Adoption of Digital Marketing in Strengthening Micro, Small and Medium Enterprises in Mataram City during The Covid 19 Pandemic,†Proc. 2nd Annu. Conf. Educ. Soc. Sci. (ACCESS 2020), vol. 556, no. Access 2020, pp. 554–557, 2021, doi: 10.2991/assehr.k.210525.148.
[19] F. Oktaviani and D. Rustandi, “Implementasi Digital Marketing dalam Membangun Brand Awareness,†PRofesi humas J. Ilm. ilmu Hub. Masy., vol. 3, no. 1, p. 1, 2018, doi: 10.24198/prh.v3i1.15878.
[20] A. N. I. @ Zakaria, N. A. Mahat, M. Kamaruddin, N. N. N. Mud, and R. A. Rahman, “The Effectiveness of Promotion Strategy Influence Consumer Buying Behavior of Menara Optometry,†Int. J. Acad. Res. Bus. Soc. Sci., vol. 8, no. 8, pp. 756–762, 2018, doi: 10.6007/ijarbss/v8-i8/4630.
[21] A. M. Afrilia, “Digital Marketing Sebagai Strategi Komunikasi Pemasaran ‘Waroenk Ora Umum’ Dalam Meningkatkan Jumlah Konsumen,†J. Ris. Komun., vol. 1, no. 1, pp. 147–157, 2018, doi: 10.24329/jurkom.v1i1.21.
[22] E. Bruce, Z. Shurong, D. Ying, M. Yaqi, J. Amoah, and S. B. Egala, “The Effect of Digital Marketing Adoption on SMEs Sustainable Growth: Empirical Evidence from Ghana,†Sustainability, vol. 15, no. 6, p. 4760, 2023, doi: 10.3390/su15064760.
[23] M. Adam, M. Ibrahim, Ikramuddin, and H. Syahputra, “The role of digital marketing platforms on supply chain management for customer satisfaction and loyalty in small and medium enterprises (SMEs) at Indonesia,†Int. J. Supply Chain Manag., vol. 9, no. 3, pp. 1210–1220, 2020.
[24] D. S. Umbara and M. Hikmatyar, “Pengembangan Pemasaran Kopi Galunggung Menggunakan Sistem E-Commerce,†Mimb. Agribisnis J. Pemikir. Masy. Ilm. Berwawasan Agribisnis, vol. 6, no. 1, p. 178, 2020, doi: 10.25157/ma.v6i1.2956.
[25] N. F. Mokhtar, “Internet Marketing Adoption by Small Business Enterprises in Malaysia,†Int. J. Bus. Soc. Sci., vol. 6, no. 1, pp. 59–65, 2015.
[26] S. A. Pratama, A. M. Fauzi, and Sukardi, “Strategi Peningkatan Daya Saing Produk Madu (Studi Kasus: Pt Madu Pramuka) Competitiveness Strategy for Honey Product(Case Study: Pt Madu Pramuka),†J. Apl. Manaj. dan Bisnis, vol. 6, no. 1, pp. 179–187, 2020.
[27] A. Hendrawan, H. Sucahyowati, K. Cahyandi, Indriyani, and A. Rayendra, “Pengaruh Marketing Digital Terhadap Kinerja Penjualan Produk UMKM Asti Gauri di Kecamatan Bantasari Cilacap,†J. Adm. dan Kesekretarisan, vol. 4, no. 1, pp. 53–60, 2019, [Online]. Available: http://www.jurnal.stiks-tarakanita.ac.id/index.php/JAK/article/view/189/136.
[28] G. Ginting, D. Tariningsih, and P. Lestari, “Strategi Pemasaran Madu Kele-Kele di Home Industri Bapak Yustika Desa Kuwum Kecamatan Mengwi Kabupaten Badung,†AGRIMETA, vol. 10, no. 20, pp. 49–55, 2020, [Online]. Available: http://e-journal.unmas.ac.id/index.php/agrimeta/article/view/1791%0Ahttps://e-journal.unmas.ac.id/index.php/agrimeta/article/download/1791/1425.
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2023-10-19
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