STRATEGY MODEL TO INCREASE JEMBER COCOA (THEOBROMA CACAO L.) COMPETITIVENESS

Hidayat, Taufik and Mahanani, Retno Sari (2019) STRATEGY MODEL TO INCREASE JEMBER COCOA (THEOBROMA CACAO L.) COMPETITIVENESS. In: Proceeding of the 2nd International Conference on Food and Agriculture. P3M Politeknik Negeri Jember, pp. 478-483.

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Abstract

Cacao (Theobroma cacao L.) is the mainstay of plantation commodities which the government prioritises in agricultural development. This research aims to Analyze the cocoa potential in Jember; the competitiveness; formulate the strategy to increase Jember cocoa competitiveness. This study is the survey research which was used for the exploration and descriptive purpose. The research method were descriptive and analytics. The research method used descriptive quantitative analysis, Policy Analysis Matrix (PAM), and SWOT analysis. the result of the study showed that Jember cocoa has competitiveness, both in terms of its comparative and competitive advantages. The condition of Jember cocoa agribusiness is aggressive strategy. Jember cocoa agribusiness is in the most favorable condition. The strategy adopted in this condition is to support an aggressive growth policy (growth oriented strategy). The main priority of Jember's cocoa competitiveness strategy is the SO (Strengths- Opportunities) strategy, which is a strategy that utilizes land availability and suitability, farmer resource support, cohesiveness of established farmer groups and local traditions and culture to meet cocoa demand, both for local markets and exports with support in the form of government commitments, ever-increasing selling prices, and the presence of investors.

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