BUSINESS DEVELOPMENT STRATEGY OF AGRICULTURE COMPANY FOR ACHIEVE BUSINESS SUSTAINABILITY : A CASE STUDY OF GRIYA JAMUR

• Main Author: Adi Wirya Jaya, Putu
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/78620
• Institution: Institut Teknologi Bandung

Agriculture is the mainstay of Indonesia’s economy, representing about 35% of total GDP and employing approximately 63% of the work force. The main agricultural products of Indonesia are rice, palm oil, coffee, tea, spices, sugar and natural rubber. For such a large country the production volume of mushroom is rather low. The production of mushrooms is almost completely concentrated on Java Island. In Indonesia the growth of agriculture business in Indonesia is aggressive. But it is not followed by the CEO in agriculture company to determining business development strategy which suitable with their business. The impact can be seen by there are a lot of agriculture companies, especially in mushrooms Cultivation Company mostly in small to medium scale company than big scale company. Griya Jamur company, as one of mushrooms cultivation company in Indonesia, located in Cisarua, West Java, also had experience to developing business with unsuitable strategic for the company objective’s. Therefore this study is aim to determine the real external and internal situations that affected Griya Jamur, determine the external and internal strategic factors that affected Griya Jamur, and determine the business strategies formulation that suitable for Griya Jamur Company. To determine the external and internal strategic factors, the researcher should know the external and the internal factors of the company’s. And the suitable business strategies for the company can be determine after that. By that the CEO can get suitable business strategies for their company. The real external factors that affected griya jamur are high demand in the market, Indonesian like trying new things and consumptive, fluctuate price in the market, and Bad Weather. And the internal factors are the employees have experience in mushrooms cultivation, Limited Channel Distribution, high quality of products, experience and educational Background of the Founders. Based on that, the researcher will find the company’s potition in IE matrix. And the conculison is the suitable strategy for the company based on IE matrix position is Horizontal growth strategy with cooperative in mutual sercive consortia. And strategy in each functional like marketing strategy, financial strategy, operational strategy, and human resources strategy. By imolements all of those strategies, the researcher hope can increase the company’s revenue by 15%-25% every month.