The Analysis of Kiwari Farmers Bandung's Competitive Strategy
| Main Author: | Vani Dwi Nurani |
|---|---|
| Format: | Article Journal |
| Terbitan: |
, 2021
|
| Subjects: | |
| Online Access: |
https://zenodo.org/record/5528771 |
Daftar Isi:
- The creative economy (EKRAF) is one of the strategic sectors in national development due to its significant contribution to the Indonesian economy. There are three EKRAF subsectors that grow rapidly and become prima donnas, they are, culinary, fashion, and craft. The culinary industry is the subsector of the creative economy with the fastest growth. The number of new competitors who moved into the same industry makes the competition in this market becomes too tight. One of the culinary industries focused on coffee commodities is Kiwari Farmers. Kiwari Farmers has its own concept in producing and packaging its products. This research is qualitative descriptive-analytical with case study research methods, which focus on evaluating the effectivity of the strategy used to see how that strategy can attract consumers by achieving the intended target market; the consumers with age range 18-28 years old and supporting the company's long-term goals, as well as designing future strategies by analysing the data obtained using the company's internal environmental analysis, namely value chain analysis, and external environmental analysis using PESTLE analysis and Porter's 5 Forces analysis combined to formulate advantages, disadvantages, opportunities, and threats (SWOT) for the company. This research shows that the differentiation strategy used so far is effective, while in anticipation of the upcoming competition the company can implement the new strategy namely best cost provider. This is aimed at the consumer response with the volume of product sales and reports of consumer visit volume. Then the results of this analysis show how to maximize the opportunity to focus on the company's long-term goals.