Development strategy of coffee agribusiness

Abstract

This study aims to determine the coffee agribusiness development strategy in Benteng Alla Utara Village, Baroko District, Enrekang Regency. The number of sample farmers taken was 24 coffee farmers by simple random sampling. The data obtained were analyzed using SWOT (Strengths, Weakness, Opportunities, Threats) by looking for internal and external factors in the coffee agribusiness system in Benteng Alla Utara Village, then designing an appropriate strategy for coffee agribusiness development. The results showed that there were 4 strategies in developing coffee agribusiness in this region, namely by taking advantage of market opportunities, increasing the promotion of coffee products typical of the Benteng Alla Utara, Proposing the help of coffee processing equipment and machines by utilizing existing farmer groups and undertaking rejuvenation and maintenance activities of coffee plants by intensive.