Analisis Strategi Pengembangan Usaha Golden Berry atau Ciplukan di Waida Farm

Abstract

Waida Farm is an agribusiness pioneer company that cultivates golden berries or ciplukan (Physalis peruviana) and successfully develops various processed products. To increase Waida Farm competitiveness in the future, the formulation of the business development strategy based on its internal and external environment is necessary. This study aims to provide an alternative of competitive strategy formulation with a deeper understanding of its internal and external environment. Data collected through semi-structured interviews and observations in the business environment. Data analyzed using descriptive method refers to significant findings from interviews and observation results. The formulation of alternative strategies conducted using IFE-EFE Matrix, IE Matrix, and SWOT Matrix analysis. The results show that the best alternative competitive strategy for Waida Farm is an intensive strategy through integrated market penetration and product development strategies. This finding provides several managerial implications for the companies described in the discussion.