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

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