Healthy organic coconut sugar powder business’s development strategy: A case study at the Nira Perwira Cooperative, Purbalingga District, Central Java, Indonesia

Abstract

Efforts to establish the Nira Perwira cooperative to increase the added value of coconut sugar powder through better processing and export orientation are still hampered by a number of challenges. Uncertainty in supply and the quality of supply from partner farmers are two of the difficulties encountered. These research objectives are to 1) analyze the external and internal factors of the Nira Perwira Cooperative in developing the organic coconut sugar powder business; 2) analyze the Nira Perwira Cooperative’s position in the organic coconut sugar powder; and 3) analyze alternative strategies that can be used in developing the Nira Perwira Cooperative’s organic coconut sugar powder. The study makes use of both secondary and primary data gathered through interviews, observation, recording, and Focus Group Discussions (FGD). The case study method was used in this study. Internal Factor Evaluation (IFE), External Factor Evaluation (EFE), Internal-External (IE), Strength, Weakness, Opportunities, and Threats (SWOT) were used to analyze the collected data. The results revealed that the IFE value was 2.28 and the EFE value was 3.06, indicating that the cooperative position is in quadrant II of the IE matrix. Based on the SWOT analysis, the Nira Perwira Cooperative’s organic coconut sugar powder development strategy should include more promotional activities, more farmer loyalty, more contracts with third parties, more marketing networks, more competent members to run marketing, and more internal reorganization.