POTENSI, TANTANGAN, DAN STRATEGI PEMASARAN KOPI (Studi Kasus Usaha Pengelolaan Kopi Kelompok Wanita Tani Suka Makmur I di Dusun Ngaglik, Desa Pledokan, Kabupaten Semarang)

Maurinus Junedi Laka Senda, Tinjung Mary Prihtanti

Abstract


This research aims to: Analyze the potential, challenges, and marketing strategies of coffee products produced by group I of Suka Makmur woman farmers. The source of information obtained from this research came from the key informants of the marketing department and the head of the group I of Suka Makmur women farmer as an informant. The initial data collected by using the interview method, then using a questionnaire to collect more research data. The data analysis technique in this research is used IFE, EFE, IE, SWOT, and QPSM matrices. The results of this study are the group I of Suka Makmur women farmers have 12 strength factors, 5 weaknesses factors, 8 opportunities, and 2 threats factors faced by the company, and 10 alternative marketing strategies are recommended for group I of Suka Makmur women farmers.

Keywords


PPotential, Challenges, Marketing Strategy for Coffee, Group I of Suka Makmur women farmer, SWOT, QSPM

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DOI: http://dx.doi.org/10.25157/ma.v7i2.5533

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