Strategi komoditas tomat ovop untuk menembus pasar ekspor

Mitra Tani Parahyangan (MTP) is one of the successful agribusiness actors to utilize the One Village One Product (OVOP) concept to increase beef tomato’s production and marketing. MTP has a vision to expand its market share outside Indonesia. Singapore is concerned as favorable country that serves as the export destination of MTP’s tomato product. The objectives of this research are: 1) to identify the strengths, weaknesses, opportunities and threats of MTP in an effort to achieve MTP goals for exporting their tomato product; 2) formulate alternative strategies that can be run by MTP; and 3) determine the priority of strategies that MTP need to implement first. The result of EFE matrix shows that MTP has a good enough ability to respond the opportunities and avoid threats (MTP’s EFE score is 2,758). On the other hand, MTP’s internal position is relatively weak (MTP’s IFE score is 2.379 or below 2.5). There are seven alternative strategies formed from SWOT analysis: 1) utilize e-commerce as a media campaign; 2) conduct HACCP certification for their tomato product; 3) create a packaging that have local-cultural values; 4) Purchase some space (land) for production activities; 5) implement semi-organic farming system; 6) establish cooperation with domestic forwarder agents; and 7) improve post-harvest handling standards. Based on AHP results, quality is the most important factor compared to other factors such as price, quality, distribution, and promotion. For actors, MTP itself is the most important actor to actualize MTP’s goal. The goal that should be prioritized when doing export is develop the market. Below is the first, secong, and the third priority strategies generated through AHP, in sequence as follows: 1) establishing cooperation with forwarder agents; 2) utilizing e-commerce, and 3) improving post-harvest handling standards