Proceedings of the 3rd Warmadewa Research and Development Seminar, WARDS 2020, 21 December 2020, Denpasar-Bali, Indonesia

Research Article

Kintamani Bali Arabica Coffee Marketing Strategy Through the Supply Chain and Marketing Mix

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  • @INPROCEEDINGS{10.4108/eai.21-12-2020.2305841,
        author={I Gusti Bagus Udayana and Anak Agung Ngurah Mayun Wirajaya},
        title={Kintamani Bali Arabica Coffee Marketing Strategy Through the Supply Chain and Marketing Mix},
        proceedings={Proceedings of the 3rd Warmadewa Research and Development Seminar, WARDS 2020, 21 December 2020, Denpasar-Bali, Indonesia},
        publisher={EAI},
        proceedings_a={WARDS},
        year={2021},
        month={4},
        keywords={arabica coffee agroindustry; supply chain; value added},
        doi={10.4108/eai.21-12-2020.2305841}
    }
    
  • I Gusti Bagus Udayana
    Anak Agung Ngurah Mayun Wirajaya
    Year: 2021
    Kintamani Bali Arabica Coffee Marketing Strategy Through the Supply Chain and Marketing Mix
    WARDS
    EAI
    DOI: 10.4108/eai.21-12-2020.2305841
I Gusti Bagus Udayana1,*, Anak Agung Ngurah Mayun Wirajaya1
  • 1: Universitas Warmadewa, Denpasar-Bali, Indoensia
*Contact email: bagusudayana64@gmail.com

Abstract

Arabica coffee in Bali is known to have a different taste from coffee in other regions. Currently, the increasing demand for coffee is starting to develop, not only in the form of coffee beans but also for coffee processed products. The coffee agro-industry generally processes coffee beans into ground coffee. The main obstacles to its development are limited market and low added value. Therefore, researchers are interested in researching the Arabica coffee agro-industry in Kintamani Bali sub-district to find a development strategy for the Bali Arabica coffee agro-industry that uses optimal supply chains and high added value. a strategy to increase the added value of the Kintamani Bali Arabica coffee agro-industry; and 3. the strategy of the Kintamani Bali Arabica coffee agro-industry marketing mix. The research unit is the Kintamani Arabica coffee farmer group that processes Arabica coffee. The research location was determined intentionally in the coffee centre area as well as having a coffee agro-industry in Bali. The location selection was purposive in Kintamani District, Bangli Regency. The research methods used in this research include descriptive, analytic and comparative methods. Data analysis methods include Marketing analysis, Supply Chain Management and Hierarchy Process Analysis (AHP) to determine the right strategy to optimize the supply chain. In addition to collecting primary data, Focus Group Discussion (FGD) was also conducted.