PROPOSED VALUE ADDED AND MARKETING STRATEGY IMPROVEMENTS FOR INDONESIAN SPECIALTY COFFEE

• Main Author: Fitriyanti
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/41385
• Institution: Institut Teknologi Bandung

Indonesia as a country that located in the coffee belt also produce coffee with various characteristics. Because of this makes Indonesia as the fourth biggest coffee producer in the world. High number of coffee production in Indonesia is not comparable with the income that the roastery get because Indonesia consumption of coffee still dominated by commercial coffee or low-quality coffee. To increase the income of coffee roastery can be done with increase the consumption of high-quality coffee or what it is called specialty coffee. But then, consumption of Indonesian specialty coffee is still low. Objectives of the research is to collect the related information for the Indonesian specialty coffee industry, taste preference of Indonesian coffee drinker, also to find the right marketing strategy to increase the consumption of specialty coffee in Indonesia. The methods used in this research are blind cupping as the primary data and literature review as secondary data. The focus in this paper is to solve this problem, analysis that are used in this research are internal analysis and external analysis. Internal analysis consists of STP Analysis, Marketing Mix Analysis, and Business Process Analysis. While, external analysis consists of PESTEL Analysis, Porter’s Five Forces Analysis, Customer Analysis, and Stakeholder Analysis. The analysis will explain the main cause of Indonesian specialty coffee is the lack of consumer knowledge, unequal knowledge among the roastery, and lack of collaboration between stakeholders. Marketing strategy programs used in this research are the collaborative development that allows and encourages the stakeholders to create a value experience to involve the customer. Consumers need to get experience in consuming specialty coffee and taste various Indonesian specialty coffee to stimulate their knowledge and interest to Indonesian specialty coffee. Collaboration between stakeholders also can increase the knowledge among the coffee roastery.