VALUE CHAIN ANALYSIS AND STRATEGY FOR DEVELOPMENT OF CASSAVA PROCESSING BUSINESS TO MOCAF (CASE ON MOCAF CAP KUJANG PROCESSING IN MEKARJAYA VILLAGE NORTH SUMEDANG DISTRICT SUMEDANG REGENCY)

• Main Author: Ismiyanti Pribadi, Mira
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/62787
• Institution: Institut Teknologi Bandung

Since 2012, MOCAF cap Kujang is one of the MOCAF products produced in Sumedang Regency. However, the development of MOCAF's business is still limited by the constraints: limited availability of cassava raw materials, marketing that has not been intensive, and the government's lack of attention. This study aims to analyze value chain activities in MOCAF cap Kujang, identify internal and external factors that influence the MOCAF cap Kujang business, and determine the business development strategy for the MOCAF cap Kujang business. The method used for value chain analysis was the ACIAR (Australian Center for International Agricultural Research) framework, Porter's model and valueadded analysis using the Hayami Method. Internal factor analysis was carried out using the IFE (Internal Factor Evaluation) matrix and external factors using the EFE (External Factor Evaluation) matrix. The results of IFE and EFE were used to formulate strategies on the SWOT matrix. The resulting strategy was then prioritized using the AHP (Analytical Hierarchy Process) method. The result of the study showed that value chain activities in the MOCAF cap Kujang business consist of primary activities and supporting activities that generate added value at MOCAF by Rp1,000/kg (33.33%). The main strength is the MOCAF cap Kujang business already has a P-IRT permit and the main weakness is the MOCAF cap Kujang's price is higher than other MOCAF. The main opportunity of MOCAF cap Kujang is MOCAF can be a substitute for wheat for people who cannot consume gluten and the main threat is the cheaper price of wheat flour. The priority of MOCAF cap Kujang business development strategy is to build promotions and cooperation with various parties (Surat Perjanjian Cooperation/SPK): routine promotions through social media, making brochures, and selling through e-commerce, binding agreements with suppliers and consumers. The next strategic priority is the use of dryers for production, bulk sales of MOCAF and the establishment of an effective business organization structure.