ANALYSIS OF COMPANY PERFORMANCE IN THE STRATEGY TO INCREASE EXPORTS OF THE COFFEE COMMODITY (COFFEA SP) (CASE : KADATUAN KOFFIE BANDUNG)

• Main Author: Rahadiana Putri, Silmi
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/71346
• Institution: Institut Teknologi Bandung

Coffee is one of the plantation commodities in Indonesia which has great export potential and important in the Indonesian economy. Various factors affect the supply and demand for Indonesian coffee on the world market. The Kadatuan Koffie company has been exporting coffee, but the amount and value of these exports are fluctuating and tend to be low. So that a business management strategy is needed to increase exports of coffee commodities (Coffea sp). This research aims to analyze the company's performance, identify the factors that become strengths, weaknesses, opportunities, and threats for the coffee commodity export business, and determine development strategies in sustainable coffee business management to increase exports. Data collection was carried out through interviews, documentation studies, and literature studies. Company performance analysis is carried out using a balanced scorecard analysis. Identification of the factors that become strengths, weaknesses, opportunities, and threats is carried out by analyzing the competitiveness of coffee exports and SWOT analysis. The determination of development strategies in sustainable coffee business management to increase exports is carried out through QSPM (Quantitative Strategic Planning Matrix) data analysis. The results showed that the performance of the Kadatuan Koffie company based on balanced scorecard analysis from a financial perspective, its performance status was classified as very good with a score of 10, from a customer perspective it was classified as moderate – good with a score of 4–6, from an internal business process perspective it was classified as very good with a score of 10, in the learning and development perspective it is classified as moderate – very good with a score of 3–10. The results of the main internal and external factors analysis that influence are the strength of the characteristics of West Java coffee and company brands in export destination countries, weaknesses in financial support and a small percentage of exports, opportunities for competitiveness with RCA 12,9 and high global demand for Indonesian coffee, the threat of uncertain natural conditions and the loyalty of external partners. The main strategy is to maintain and expand cooperation with importing countries and strengthen branding in export destination countries.