Abstract
The coffee commodity is one of the highly developing world commodities. The increase in demand, production, and consumption shows that this commodity is no longer as a secondary material, but it also has become a compulsory requirement for most societies. The purpose of this study was to determine and analyze alternative marketing strategies for small-scale processed coffee enterprises in Jember regency based on the SWOT analysis. Moroever it was also to determine appropriate strategies in improving the performance of large-scale processed coffee enterprises in Jember regency based on the SWOT analysis and to design marketing strategies for group and partnership based processed coffee enterprises in Jember regency. The research type is a descriptive study. Primary data was collected by indepth interviews. The research results showed cooperation in the form of a co-branding would indirectly introduce community-based coffee from Sidomulyo village to a wider consumer range. Thus, people will recognize that there is a coffee with a distinctive flavor from the Sidomulyo village in Jember regency. The group-based model is by forming a cooperative and the partnership-based model is by forming simultaneous and integrated partnership with the Koka Research Center, PTPN XII, BI, and exporters have both proven to improve the performance of community-based coffee business in Sidomulyo village.
Highlights
The coffee commodity is one of the highly developing world commodities
A descriptive analysis approach is used in order to achieve the first and second goals of the in this study, which are: (a) to determine and identify potential maps of small scale and large scale processed coffee enterprises in Jember regency, and (b) to identify and analyze which basic problems they faced by processed coffee enterprises in Jember regency, and why it occurred and identify alternative solutions
Management Strategy Design of Group and Partnership Based Processed Coffee Enterprises: Referring to the needs of each business group, small scale (Ketakasi cooperative) and large scale (PTPN XII), a mutual and beneficial relationship can be established between the two sides
Summary
Background: The coffee commodity is one of the highly developing world commodities. The increase in demand, production, and consumption shows that the commodity is no longer as a secondary material, but it has become a compulsory requirement for most societies. The increase in consumption, rising export demand shows that coffee has become one of the important current commodities. The increase in export volume clearly showed gradually rising numbers, but not by the commodity value. The coffee price has declined, except for roasted coffee, which is one form of processed coffee that still holds a high value. This shows that coffee producers need to show their development in producing processed coffee. The rising consumption of processed coffee and having a high value domestically and internationally were still not enough to provide market opportunities for small-scale coffee farmers, such as the coffee farmers in the Sidomulyo village, Jember regency, East Java
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