Strategies To Improve the Competitiveness Of Coffee Export Products In The Global Market

Abstract

Coffee is one of Indonesia's main commodities with the highest export value, playing a significant role in the country's foreign exchange earnings. However, the challenge faced is how Indonesia maintains the development of coffee exports amid increasing competition from other exporting countries. This study aims to analyze the competitiveness of Indonesian coffee in the global market, identify internal and external factors, and formulate strategies to improve the competitiveness of coffee export products. The research method used is descriptive qualitative, with data analysis using Revealed Comparative Advantage (RCA) for the period 2013-2022 and Porter's Diamond analysis for competitive advantage. Export improvement strategies were analyzed using the SWOT method. The results showed that Indonesian coffee has a strong comparative advantage in the global market. Porter's Diamond analysis indicated a competitive advantage by considering internal and external factors. The recommended strategy focuses on the technical and cultivation aspects of coffee commodity development, as well as optimizing the role of supporting institutions.