Development strategy of passion fruit agro-industry: Evidence from South Sulawesi, Indonesia

Abstract

The purpose of this study was to know the passion fruit agroindustry environment in Gowa District and to formulate an agribusiness development strategy of passion fruits. The research employed survey method and use qualitatively and quantitatively approaches, also by formulating data by using analysis of internal and external factors, matrix analysis of IE (internal-external), and finally conducting it in Strengths, Weaknesses, Opportunities and Threats (SWOT) analysis to formulate development strategy of passion fruit agroindustry. There are five combinations of procedures that need to be implemented to achieve development strategy such as developing a variety of passion fruit products, make a unique and attractive design of products, institutional strengthening in agroindustry passion fruit, the use of information technology for marketing products and improving coordination between stakeholders (government, farmers, traders, processors) need to be implemented. For practitioners and consultants the findings of this study should enhance their ability in empowering the small scale business of agroindustry in developing their business by encouraging them to produce derived products; Performs innovation on display packaging; Institutional strengthening and using information technology for products marketing; also improves coordination between stakeholders (government, farmers, traders, processors). This research fills a gap in the literature as there has been minimal prior research with the specific focus on development strategy in passion fruit processing SMEs business; thus, it develops a foundation for further study in this area.