Strategi Pemasaran Ekspor Kopi di Sumatera Utara Pada Masa Pandemi Covid 19

Abstract

The purpose of this study is to identify internal factors and to identify external factors of North Sumatran Coffee Export Marketing and to analyze the North Sumatran Coffee Export Marketing Strategy during the Covid-19 Pandemic. The study was conducted in North Sumatra Province using SWOT analysis so that several strategies were obtained, namely the SO strategy ( Strength Opportunity), ST strategy (Strength Threats), WO strategy (Weakness Opportunity), WT strategy (Weakness Threats) which can be used for Coffee Export Strategy in North Sumatra. This study uses a descriptive research method with a qualitative approach. This research was produced by obtaining data by means of in-depth interviews with several respondents and the results of observations of their own research in the field by observing the existing environmental conditions. The results of the study show that the internal factors that influence the export of North Sumatran Coffee are strengths (physical and quality, exporter potential, on time delivery and networking) and weaknesses (capital, promotion and price policy). External factors are opportunities (permanent consumers, licenses, and export tariffs) and threats (demand, competitors, the role of the government, prices and conditions of the Covid-19 pandemic). The North Sumatra Coffee export development strategy is to maintain regular consumers by obtaining good physical and quality coffee, utilizing existing licenses to make it easier for exporters to reach importing countries, increasing capital by optimizing demand from regular consumers, increasing the quantity of coffee with good quality to increase demand. and selling prices, establish cooperation with competing countries to increase demand by relying on the physical condition and good quality of coffee, and increase the role of government and demand in supporting the implementation of promotions and access to capital assistance.