Development of Sanggabuana Coffee Product Innovation through Product Diversification
Case Study In Bumdes Buanamekar Business In Mekarbuana Village, Karawang
DOI:
https://doi.org/10.36276/mws.v21i1.453Keywords:
innovation, product diversification strategy, concentric diversificationAbstract
This study aims to determine the application of a diversification strategy with the development of innovation in Sanggabuana coffee products. This study used in-depth interviews, observation, and documentation studies and analyzed using technical and source triangulation. The study results were obtained to apply a diversification strategy focused on concentric diversification by producing new product outputs based on the raw material of KoSa as a coffee flavouring in desserts with the types of Pudding Kopi and Bolu Kopi, scrubs, and air fresheners. Furthermore, Bumdes can maximize e-commerce marketing.
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