Sustainable strategies for civet coffee production: A SWOT-AHP analysis
1 Master Program in Agribusiness, Faculty of Agriculture, Sriwijaya University, Palembang, Indonesia.
2 Department of Agricultural Engineering, Faculty of Agriculture, Sriwijaya University, Palembang, Indonesia.
3 Department of Agribusiness, Faculty of Agriculture, Sriwijaya University, Palembang, Indonesia.
Research Article
World Journal of Advanced Research and Reviews, 2023, 19(03), 532–540.
Article DOI: 10.30574/wjarr.2023.19.3.1856
Publication history:
Received on 02 August 2023; revised on 10 September 2023; accepted on 12 September 2023
Abstract:
Civet (Luwak) coffee, renowned as an exclusive coffee product, has garnered significant attention within the agricultural industry. Nevertheless, the growth of this industry is not immune to environmental and social challenges that must be addressed to ensure sustainable production. This research aims to identify sustainable strategies applicable to civet coffee production through SWOT-AHP analysis. In this study, data collection was carried out by questionnaires and Focus Group Discussions (FGD) to obtain comprehensive insights and understanding of recognized SWOT elements. Subsequently, SWOT analysis based on AHP was systematically conducted using paired comparisons of these SWOT elements, enabling a quantitative assessment of their priorities. Based on the data obtained from A'WOT (Analysis of Weaknesses, Opportunities, and Threats) applied to civet coffee and integrated into SWOT mapping and strategy matrices, the analysis revealed that the highest scores for strengths, weaknesses, opportunities, and threats were high price level (52%), production limitations (69%), increased conservation awareness (72%), and ethical production issues (72%). The Civet coffee company can ensure long-term sustainability by maintaining the originality of Luwak coffee, prioritizing civet conservation, upholding ethical production standards, obtaining sustainability certifications, implementing transparency, strengthening its CSR program, and remaining vigilant about industry regulations. These strategic steps will not only address ethical concerns and competition but also enhance the company's reputation and build consumer trust, establishing a solid foundation for sustained success.
Keywords:
Civet coffee; SWOT-AHP; Strategy; Sustainable; Ethical production issues
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Copyright © 2023 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0