Strategi Pengembangan Usaha Penjualan Biji Kopi Pada Sakha Coffee Roastery

Reiza Rizky Ramdhani, Prof. Drs. B.M. Purwanto, M.B.A., Ph.D.,

2025 | Tesis | S2 MANAJEMEN (MM) JAKARTA

Penelitian ini bertujuan untuk merancang strategi pengembagan usaha Sakha Coffee Roastery, sebuah perusahaan kopi yang fokus pada penyediaan biji kopi berkualitas. Penelitian ini menganalisis dan mengidentifikasi faktor internal menggunakan analisis VRIO, dan faktor eksternal melalui analisis PESTEL, serta menerapkan analisis SWOT untuk merumuskan rancangan strategi pengembangan usaha yang berkelanjutan. Permasalahan operasional, seperti overload pesanan akibat lonjakan traffic pemasaran digital yang tidak diimbangi dengan sumber daya manusia dan sistem operasional memadai, menjadi latar belakang utama penelitian ini. Masalah tersebut berdampak pada kepuasan pelanggan dan ulasan negatif di platform digital/ Metode penelitian yang digunakan adalah deskriptif kualitatif, dengan wawancara mendalam kepada tokoh kunci perusahaan, asosiasi kopi, pe;anggan B2B, dan B2C, serta analisis data sekunder dari laporan internal dan tren industri. Hasil penelitian menunjukkan bahwa Sakha Coffee memiliki kekuatan pada teknologi produksi canggih, diversifikasi produk seperti biji kopi, kopi bubuk siap seduh, dan kopi kemasan, serta strategi pemasaran digital melalui media sosial dan e-commerce.

Strategi pengembangan yang dihasilkan meliputi beberapa pendekatan. Strategi Strength-Opportunity (S-O) merekomendasikan pemanfaatan citra merek psotif untuk meningkatkan eksposur melalui acara seperti Worls Coffee Event, sekaligus memanfaatkan sumber daya teknologi untuk efisiensi produksi dalam skala besar guna mendukung penetrasi pasar baru. Strategi Weakness-Opportunity (W-O) menekankan pembukaan yoko offoline di lokasi strategis dan penyediaan ruang produksi yang memadai untuk memberikan pengalaman langsung kepada pelanggan. Strategi Strength-Threat (S-T) melibatkan optimalisasi keunggulan mesin roasting untuk menghasilkan produksi khas yang suliut ditiru, sementara strategi Weakness-Threat (W_T) mengusulkan perjanjian jual beli dengan pemasok untuk menjaga kestabilan bahan baku dan pengembagan profuk inovatif sesuai kebutuhan konsumen 

This research aims to design a business development strategy for Sakha Coffee Roastery, a coffee company that focuses on providing quality coffee beans. This study analyzes and identifies internal factors using VRIO analysis, and external factors through PESTEL analysis, as well as applying SWOT analysis to formulate a sustainable business development strategy design. Operational problems, such as order overload due to the surge in digital marketing traffic that is not balanced with human resources and adequate operational systems, are the main background of this research. The problem has an impact on customer satisfaction and negative reviews on digital platforms. The research method used is qualitative descriptive, with in-depth interviews with key company figures, coffee associations, B2B and B2C customers, as well as secondary data analysis from internal reports and industry trends. The results of the study show that Sakha Coffee has strengths in advanced production technology, product diversification such as coffee beans, ready-to-brew ground coffee, and packaged coffee, as well as digital marketing strategies through social media and e-commerce.

The resulting development strategy includes several approaches. The Strength-Opportunity (S-O) strategy recommends leveraging positive brand imagery to increase exposure through events such as the World Coffee Event, while leveraging technological resources for large-scale production efficiency to support new market penetration. The Weakness-Opportunity (W-O) strategy emphasizes the opening of offline stores in strategic locations and the provision of adequate production space to provide a direct experience to customers. The Strength-Threat (S-T) strategy involves optimizing the advantages of roasting machines to produce distinctive products that are difficult to replicate, while the Weakness-Threat (W-T) strategy proposes sales and purchase agreements with suppliers to maintain the stability of raw materials and the development of innovative products according to consumer needs.

Kata Kunci : Business Development Strategy, VRIO, PESTEL, SWOT