Ayuningtyas, Devinta and Budiraharjo, Kustopo and Roessali, Wiludjeng (2023) Marketing Development Strategy Analysis Of Java Coffee Tlogo Product In The Tuntang Tlogo Plantation Semarang District. Jurnal Agromedia STIP Farming Semarang, 41 (2): 13. pp. 1-13. ISSN 2721-3080

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Abstract

The coffee agro-industry has a significant opportunity for development in Indonesia due to its substantial prospects both nationally and internationally. This study aims to analyze internal and external factors and formulate appropriate priority strategies for the marketing development of Java Tlogo Coffee products at Tlogo Tuntang Plantation in Semarang Regency. The research method used is a case study with interviews and questionnaire completion by key informants from internal and external companies. The data were analyzed using SWOT analysis and the Analytical Hierarchy Process (AHP) using SuperDecisions. The results indicate that the company's position lies in Quadrant I, which implies that the SO (Strength-Opportunity) strategy applied involves maximizing the utilization of plantation land and garnering support from the government and relevant organizations to enhance coffee production. It also involves leveraging the superior quality and taste of coffee to introduce Java Tlogo Coffee to a wider market and strengthening the Java Tlogo Coffee brand by utilizing the location as a tourist and educational destination for coffee. The primary strategic priority is to promote Java Tlogo Coffee products to a broader market by capitalizing on their superior quality.

Keywords: AHP; coffee; marketing development strategy; SWOT

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