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- Title
SOSIALISASI STRATEGI PEMASARAN KOPI LOKAL.
- Authors
Wachdijono; Wahyuni, Siti; Trisnaningsih, Umi
- Abstract
Coffee is a commodity with high economic value. The demand for coffee is very high, both for domestic demand and for export. In general, coffee is sold in the form of green beans, roasted beans and ground coffee. But in fact, local coffee marketing has not been running optimally, which is reflected in low sales turnover or marketing difficulties. For this reason, an effort is needed to increase sales turnover, especially for local coffee. This community service activity (PKM) aims to disseminate information about the importance of preparing local coffee marketing strategies in the "Sekar Manik" farmer group, Cibeureun Village, Cilimus District, Kuningan Regency, West Java Province. The service is carried out in December 2021. The method used is swot analysis (strength, weakness, opportunities, treats). The results of the service conclude that the formulation of a local coffee marketing strategy in Cibeureum Village, Cilimus District, Kuningan Regency is a growth strategy through horizontal integration (cell 5). The implementation of this strategy is to increase local coffee sales, which can be achieved in several ways, including: entering new market segments, online marketing (digital marketing) and product diversification. The description of the strategy formulation is expected to improve the quality of farmers' resources and at the same time can raise the spirit of the "Sekar Manik" farmer group to continue to maintain and increase coffee productivity.
- Publication
Qardhul Hasan: Media Pengabdian Kepada Masyarakat, 2022, Vol 8, Issue 3, p275
- ISSN
2442-3726
- Publication type
Article