INTERNATIONAL MARKETING PROGRAM OF COFFEE BY FARMERS THAT JOIN COFFEE COOPERATIVE IN PANGALENGAN
No Thumbnail Available
Date
2011-07-26
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
The 3rd Indonesian International Conference on Innovation, Entrepreneurship & Small Business, SBM ITB - CIEL
Abstract
Coffee has been known all over the world and become the second commodity that is marketed in the global market actively. One of famous coffee in Europe is Preanger Coffee and it comes from Pangalengan, West Java. People of Pangalengan planted Arabica coffee as well as Robusta. But, most of them planted Arabica type now days because international markets require Arabica type with certain condition. Those people are farmers and they join Koperasi Warga Masyarakat Desa Hutan (KOWAMAH). The aim of this research is to find out International marketing Program of KOWAMAH to market their product globally. Research objects are management of KOWAMAH and Dinas Perkebunan, West Java Province. This study uses descriptive method. Interview, observation and documentation are used to collect data. Research found that Coffee demand by international market is Coffee specialty which is Arabica and planted on 1000 metres over see level and has flavor, aroma, body, acidity, bitterness and astringent. Kowamah has marketing program are product, price, place and promotional activities through marketing public relations. One of key success factors owned by Kowamah is total supported by Government, namely Dinas Perkebunan, West Java Province. Buyer of Preanger Coffee is organizational scale and one of them who are interested to buy a company from Australia. Kowamah chooses indirect exporting to abroad and product adaptation strategy. Kowamah manages their international marketing activities through export departments. Kowamah started it’s first export to Australia on February 2010.
Description
Keywords
entrepreneurship, International marketing, coffee, cooperative