PERUMUSAN LANGKAH STRATEGIS UNTUK PENGEMBANGAN AGROINDUSTRI KAKAO: STUDI KASUS PADA INDUSTRI PENGOLAHAN CV. PUTRA MATARAM DI POLEWALI MANDAR

The development of cocoa agroindustry in Indonesia continues to face various challenges in optimizing production capacity and adapting to market dynamics. CV. Putra Mataram, as one of the cocoa agroindustry players in Polewali Mandar, faces internal problems including limited production capacity, dependence on local markets, lack of export experience, limited product innovation, and capital access constraints, as well as external challenges such as price fluctuations and increasing market competition. This research aims to identify internal and external factors and formulate cocoa agroindustry development strategies using qualitative methods with a case study approach. Data collection was conducted through field observations, in-depth interviews, and documentation studies, then analyzed using IFAS-EFAS matrices, IE matrix, SWOT analysis, and QSPM. The results show that the company's internal position is relatively strong with advantages in product quality and relationships with local farmers, while external conditions show great opportunities in the growth of the national cocoa processing industry. The recommended development strategy priorities include increasing production capacity and quality, developing strategic partnerships with processing industries,implementing price risk management systems, and strengthening product innovation to enhance company competitiveness.