STRATEGY MODEL TO INCREASE JEMBER COCOA (THEOBROMA CACAO L.) COMPETITIVENESS

Abstract

Cacao (Theobroma cacao L.) is the mainstay of plantation commodities which the government prioritises in agricultural development. This research aims to  Analyze the cocoa potential in Jember; the competitiveness; formulate the strategy to increase Jember cocoa competitiveness. This study is the survey research which was used for the exploration and descriptive purpose. The research method were descriptive and analytics. The research method used descriptive quantitative analysis, Policy Analysis Matrix (PAM), and SWOT analysis. the result  of  the  study showed  that  Jember  cocoa  has  competitiveness, both  in  terms  of  its comparative and competitive advantages. The condition of Jember cocoa agribusiness is aggressive strategy. Jember cocoa agribusiness is in the most favorable condition. The strategy adopted in this condition is to support an aggressive growth policy (growth oriented strategy). The main priority of Jember's cocoa competitiveness strategy is the SO (Strengths- Opportunities) strategy, which is a strategy that utilizes land availability and suitability, farmer resource support, cohesiveness of established farmer groups and local traditions and culture to meet cocoa demand, both for local markets and exports with support in the form of government commitments, ever-increasing selling prices, and the presence of investors.