ADDED VALUE COCONUT SUGAR ANALYSIS AND DEVELOPMENT STRATEGY AGROINDUSTRY SOYSAUCE "SRK" BRAND IN PACITAN
Diana Ayu Sukmawati*, Syafrial
Jurusan Sosial Ekonomi Pertanian, Universitas Brawijaya Malang
*Penulis koresposdensi: dianasukma_13@yahoo.com
ABSTRACT
This study aims to identify the magnitude of the added value coconut sugar to produce
soy products in agroindustrial soysauce "SRK" Brand, analyzing the internal and external
factors that influence the marketing of soysauce "SRK" Brand and seek alternative strategies
that are appropriate to the business climate and determining strategic priorities which can be
applied in the soysauce market "SRK" Brand. This research was conducted in the agroindustry
soysauce "SRK" in Pacitan. The calculation of the value-added Hayami method while to
formulate development strategies using several analytical tools such as analysis IFE matrix,
EFE matrix analysis, SWOT analysis, and analysis QSPM. The analysis shows the added value
coconut sugar to produce soy products amounted to USD 2788.5 per kg of sugar with added
value ratio of 14.03%. Gains derived soy sauce is USD 2188.5 by a margin of 78.48%. Based
on the added value and benefits of soysauce, the agroindustry to be developed and provide
benefits for the agro-industry. The results of the analysis of IFE matrix, EFE, and IE position
agroindustrial position V cells, which area in quadrant V is the growth area of stability with the
concentration strategy through horizontal integration or stability. While based on the matrix
agroindustrial soy sauce grand strategy is in quadrant I in which the position of the high growth
market and has a strong competitive. Priority preferred strategy is based on the calculation
QSPM is to improve the quality of packaging as a promotional tool to attract and different from
competitors' products.
soy products in agroindustrial soysauce "SRK" Brand, analyzing the internal and external
factors that influence the marketing of soysauce "SRK" Brand and seek alternative strategies
that are appropriate to the business climate and determining strategic priorities which can be
applied in the soysauce market "SRK" Brand. This research was conducted in the agroindustry
soysauce "SRK" in Pacitan. The calculation of the value-added Hayami method while to
formulate development strategies using several analytical tools such as analysis IFE matrix,
EFE matrix analysis, SWOT analysis, and analysis QSPM. The analysis shows the added value
coconut sugar to produce soy products amounted to USD 2788.5 per kg of sugar with added
value ratio of 14.03%. Gains derived soy sauce is USD 2188.5 by a margin of 78.48%. Based
on the added value and benefits of soysauce, the agroindustry to be developed and provide
benefits for the agro-industry. The results of the analysis of IFE matrix, EFE, and IE position
agroindustrial position V cells, which area in quadrant V is the growth area of stability with the
concentration strategy through horizontal integration or stability. While based on the matrix
agroindustrial soy sauce grand strategy is in quadrant I in which the position of the high growth
market and has a strong competitive. Priority preferred strategy is based on the calculation
QSPM is to improve the quality of packaging as a promotional tool to attract and different from
competitors' products.
Keyword: Agroindustry, added value, development strategy
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