Hydroponic vegetable agribusiness business development strategy (Case Study in CV. Akar Hydroponics Moncongloe Subdistrict, Maros District)

Abstract

This study aims to describe the hydroponic vegetable agribusiness at Cv. Hydroponic Roots, Moncongloe District, Maros Regency. Identifying and analyzing factors that must be considered in the development of agribusiness strategies and developing also recommending alternative product development strategies for hydroponic vegetable businesses. The research method used data collection methods, namely observation, questionnaires and interviews and the data were analyzed using EFE, IFE, SWOT and QSPM Matrix analysis. The results of the study show that the internal factors of the strengths influence the business development strategy of CV. Hydroponic Roots are well known product quality, good service to consumers, provision of more diverse vegetable production, strategic location, and effective distribution channels. The weaknesses faced by CV. The root of Hydroponics is that human resources are still lacking, packaging creations are lacking, product promotion is lacking, and bookkeeping and filing are still not well organized. While the external factors of opportunities are increasing demand for vegetables, planning outlets in several locations in Makassar City, participating in every existing event, managing strategies for cooperation with various parties and changing consumption patterns of people’s lifestyles. The threats that CV. Hydroponic Roots are promotions from other companies that are better, complaints from customers, the technology used, consumer bargaining and the number of company competitors. Based on the results of the matrix analysis of IFAS and EFAS CV. Hydroponic roots are in quadrant I with successive values of 1.79 and 0.84, namely grow and build. Based on the QSPM analysis, alternative strategies that can be implemented by CV. The roots of Hydroponics are maintaining and improving services to retain customers by avoiding production shortages caused by the large number of company competitors, improving the quality of services that companies implement directly or indirectly with customers, and maintaining and enhancing the company’s image to increase the company’s superiority in facing competition.