STRATEGI PENGEMBANGAN AGROINDUSTRI KACANG SANGRAI UD. MERPATI DI DESA TOMBASIAN ATAS KECAMATAN KAWANGKOAN BARAT (Agroindustry Development Strategy of Roasted Beans “UD. Merpati” in Tombasia Village of Kawangkoan Barat District, Minahasa Regency)

Linda Mariani Lumantow (Universitas Sam Ratulangi)
Theodora M. Katiandagho (Universitas Sam Ratulangi)
Sherly G. Jocom (Universitas Sam Ratulangi)

Journal of Agribusiness and Rural Development (Jurnal Agribisnis dan Pengembangan Pedesaan)
Vol. 3 No. 2 (2021): Journal of Agribusiness and Rural Development (Jurnal Agribisnis dan Pengembang

The purpose of this research was to formulate a strategy in developing the Roasted Bean Agroindustry  of  “UD.  Merpati”  in Tombasian Atas Village, West Kawangkoan District. The research was conducted from February to April 2021. The data used in this study were primary data and secondary data. The analysis used in this study was the SWOT analysis method. Based on the SWOT diagram analysis, the position of the Roasted Peanut Agroindustry “UD. Merpati” was in quadrant I, which was an aggressive strategy. The strategies needed to be carried out were  maintaining the taste of the product, maximizing a good workforce, maximizing cooperative relationships, utilizing business licenses to further expand the target market, utilizing support from the government, utilizing technology, increasing promotions, increasing capital through related agencies, maintaining and improving product quality, collaborating with many peanut farmers, maximizing raw materials from “Sejati” farmer groups, using social media to attract consumers, making product packaging more attractive, increasing stock of raw materials.