Strategi Pengembangan Bisnis Specialty Tea CV Duta Niaga Sukses Kabupaten Bandung

Abstract

Permintaan terhadap Specialty Tea terus meningkat seiring meningkatnya kesadaran masyarakat terhadap kesehatan. Kondisi tersebut memberikan peluang bagi CV Duta Niaga Sukses untuk mengembangkan usahanya, namun perusahaan belum mampu memenuhi permintaan pasar secara optimal. Penelitian ini bertujuan merumuskan alternatif dan menentukan prioritas strategi pengembangan bisnis menggunakan metode A'WOT (AHP-SWOT). Hasil penelitian menunjukkan lima alternatif strategi yang meliputi perluasan penetrasi pasar melalui program edukasi dan kolaborasi, optimalisasi pemasaran digital, penguatan diferensiasi produk, peningkatan kapasitas bisnis, dan penguatan kemitraan petani. Berdasarkan hasil pembobotan A'WOT, strategi prioritas yang direkomendasikan adalah perluasan penetrasi pasar melalui program edukasi dan kolaborasi.

Demand for Specialty Tea continues to increase in line with growing public awareness of health. This trend provides an opportunity for CV Duta Niaga Sukses to expand its business; however, the company has not yet been able to meet market demand optimally. This study aims to formulate alternative business development strategies and determine their priorities using the A'WOT (AHP-SWOT) method. The results identified five alternative strategies: expanding market penetration through education and collaboration programs, optimizing digital marketing, strengthening Specialty Tea differentiation through product development, improving organizational capacity, and strengthening partnerships with tea farmers. Based on the A'WOT weighting results, the highest-priority strategy is expanding market penetration through education and collaboration programs.