Strategic Planning of the Mutiara Coffee at Batungsel Village, Pupuan District, Tabanan Regency, Bali

Abstract

This study aims to analyze the internal and external environment and determine the strategic planning of the Mutiara coffee. The research was conducted in 2018, with data collection techniques through interviews and questionnaires. This research is a type of descriptive research, using survey methods. The population used is the owner and all employees involved in operational activities in the Mutiara coffee company, amounting to 12 people. The sampling technique carried out in this study was census, that is, the entire population was used as the research sample. The method used in the study was using SWOT analysis. SWOT analysis is used to obtain strategic alternatives that will be recommended to the company. The results showed that internal environmental conditions consisted of: ease of obtaining raw materials, quality of raw materials, distinctive taste, strategic location, competitive prices, customer service, less promotion, technology/ processing is still simple, companies rarely conduct research and limited capital; internal environmental conditions consist of: consumer tastes, number of consumer demand, population growth, government policies, many competitors, free trade era, large capital competitors and inflation increases. Mutiara's coffee business strategic planning consists of the SO strategy: implementing a cost strategy advantage, expanding market share; WO strategy: increasing promotion, cooperating with the government; ST strategy: product differentiation, utilizing the resources that are owned; WT strategy: using more modern technology, collaborating with partners.