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All Journal Agro Bali: Agricultural Journal Journal of Agribusiness Science and Rural Development
Islachudin, Muhammad Usman
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Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance

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Coffee Business Development Strategy (Case Study at PT XYZ) Islachudin, Muhammad Usman; Harisudin, Mohamad; Riptanti, Erlyna Wida
Agro Bali : Agricultural Journal Vol 7, No 1 (2024)
Publisher : Universitas Panji Sakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37637/ab.v7i1.1467

Abstract

The coffee business especially in the coffee shop sector to be superior to the competition is something that must be carried out in a sustainable manner by PT XYZ. Realizing this goal, PT XYZ must formulate its business development strategy. This study aims to determine internal factors (strengths and weaknesses) and external factors (opportunities and threats) which are used as the basis for formulating coffee shop business development strategies. The basic research method is descriptive with data collection techniques through in-depth interviews, focus group discussions (FGD), observation, documentation. Information was obtained through key informants who were determined purposively with the consideration of knowing the coffee shop business, namely directors, managers, supervisors, baristas, consumers, competitors, suppliers and coffee experts. Data analysis uses internal factor evaluation matrix, external factor evaluation, Grand Strategy matrix, SWOT matrix, and participatory prospective analysis. The results of the study show that the position of the grand strategy of PT XYZ is in quadrant I, which means that the strategy concentrates on market and product sustainability, product diversification, and aggressiveness. The main strategy prioritized based on the driving strategy is to increase the effectiveness and efficiency of departmental performance and improve the quality of human resources.
Penerapan metode Analitycal Hierarchy Process (AHP) dalam menentukan keputusan pengembangan usaha coffee shop Islachudin, Muhammad Usman
Journal of Agribusiness Science and Rural Development Vol. 5 No. 1 (2025): JASRD
Publisher : LP3M Universitas Putra Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32639/vv4wwt60

Abstract

Coffee shop “XYZ” faces challenges in determining the appropriate business development strategy to sustain growth amid the intense competition in the coffee industry. This study aims to identify the most appropriate business development strategy for the “XYZ” coffee shop using the Analytical Hierarchy Process (AHP) approach. Primary data were collected through questionnaires administered to three directors as key informants, while the analysis was conducted using the Expert Choice application. The findings reveal that the main priority in business development is to increase the number of customers and enhance customer loyalty, with human resources, particularly baristas, emerging as the most influential factor. Baristas play a crucial role not only in ensuring product quality but also in delivering service experiences that directly affect customer satisfaction and loyalty. The overall synthesis highlights the opening of new branches outside the City and Regency of Tegal as the most appropriate development strategy, as it achieved the highest priority score. These results emphasize that successful business expansion relies not only on market penetration but also on strengthening internal factors, especially the quality of human resources. It is therefore recommended that coffee shop “XYZ” prioritize an expansion strategy by opening new branches outside Tegal while simultaneously strengthening barista competencies through training and improved service standards, thereby ensuring sustainable growth in customer acquisition and loyalty.
Co-Authors Erlyna Wida Riptanti Harisudin, Mohamad