Strategi Induk dalam Perencanaan Jangka Panjang: Studi Praktik Usaha Pengolahan Kopi di Bangka Belitung

Iren Ajeng; Sipa Aulia; Surya Adi Nugroho; Indah Noviyanti

doi:10.55606/jimek.v5i2.6157

Authors

Iren Ajeng Universitas Bangka Belitung
Sipa Aulia Universitas Bangka Belitung
Surya Adi Nugroho Universitas Bangka Belitung
Indah Noviyanti Universitas Bangka Belitung

DOI:

https://doi.org/10.55606/jimek.v5i2.6157

Keywords:

Master Strategy, Long-Term Planning, Coffee Processing Business, MSMEs, Bangka Belitung

Abstract

This study uses a descriptive qualitative approach to understand managerial practices through in-depth interviews, participant observation, and documentation of KopJel One coffee business actors. This study aims to analyze the master strategy applied in long-term planning in coffee businesses in Bangka Belitung. The results of this study indicate that business owners apply a differentiation strategy to increase sales of coffee products, such as through product innovation, quality improvement, and local supplier support. In addition, a key component of their long-term strategy is the implementation of an intense growth strategy through market penetration and product development. This study highlights the importance of a strategy that is in line with the state of the business environment and the company's internal capabilities. The implications of this phenomenon can be a guide for MSME actors in the agricultural sector when they consider business strategies.

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