A Business Development Strategy of Macoa Chocolate Product at cv. Putra Mataram Polewali Mandar

Abstract

Cocoa is one of the important plantation commodities that plays a significant role in Indonesia's economy. CV. Putra Mataram is an industry in Polewali Mandar, South Sulawesi, that processes cocoa into Macoa chocolate products. The challenges faced by the company in developing Macoa chocolate products include its less strategic geographic location, limited labor during production and marketing, inadequate production equipment for small businesses, insufficient funding for large stock procurement, numerous competitors for Macoa chocolate products, lack of continuous supply of fermented cocoa beans, rising raw material costs, and unpredictable weather. This study aims to analyze the priority strategies suitable for developing Macoa chocolate products at CV. Putra Mataram in Polewali Mandar. The research methods used were TOWS and QSPM analysis. The results showed that the appropriate strategy for the business development of Macoa chocolate products at CV. Putra Mataram, based on the IE matrix, falls into cell II, with weighted scores from internal and external factors (2.97 and 3.23), placing CV. Putra Mataram in the "Hold and Maintain" position. This strategy indicates that the marketing activities of Macoa chocolate products require a "hold and maintain" approach. Based on the TOWS analysis, nine alternative strategies were identified. The priority strategies for developing Macoa chocolate products at CV. Putra Mataram, based on QSPM analysis, include improving the quality of Macoa chocolate products and expanding partnerships in various cities/regions. The highest total attractiveness score (TAS) for the SO strategy was 6.26.

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