BUSINESS DEVELOPMENT ANALYSIS OF ROBUSTA GROUND COFFEE PRODUCTS TO ENCHANCE FLAVOR VARIANTS (CASE STUDY OF AIBA COFFEE BRAND)
Repository Politeknik Negeri Batam
Date
2025-08-13
Authors
Fadila Meilani Fadila Meilani
Journal Title
Journal ISSN
Volume Title
Publisher
Politeknik Negeri Batam
Abstract
The trend of coffee consumption in indonesia has experienced rapid growth, particulary among the younger generation who are increasingly interested in contemporary coffee with diverse flavor variants. This study aims to analyze the development of flavor variants in robusta ground coffee using market survey, SWOT analysis, and the Business Model Canvas (BMC). The research involved 97 respondents through a market survey and 3 key informants selected using a non-probability sampling technique with purposive sampling. The result indicate that customers prefer coffee with a creamy and sweet taste. Base on the SWOT analysis, Aiba Coffee is positioned in Quadrant I of the IFAS and EFAS matrix, suggesting that the company is market opportunities.
Description
Full Page Artikel, Berkas Bukti Dukung dan Pengesahan
Keywords
Modern Coffee Trend, Robusta, Flavor Development, SWOT Analysis, Matrix IFAS & EFAS, Business Model Canvas (BMC)
Citation
IEEE