The Priority of Marketing Strategy of Coffee in Tana Toraja

Coffee has the promising prospect to be cultivatied to perceive the more growing market and growing demand fof the coffee. This study aims to formulate the pattern of marketing strategies that can be the right choice to be applied by PT. Sulotco Jaya Abadi in coffee marketing activities based on certain criteria. This research is an explanatory research in the form of applied research that is descriptive (explanation without hypothesis) by using qualitative approach with focus of analysis to arrange alternative strategy by using 7 influential informant in decision making at PT. Sulotco Jaya Abadi. The analysis used is analysis of SWOT analysis to formulate alternative strategy based on internal-external factor of company and AHP analysis to know priority strategy for PT. Sulotco Jaya Abadi. The results showed that priority strategy of PT. Sulotco Jaya Abadi based on predetermined criteria, which is easy to implement, budget enough, contribute in improving company image, and contribute to the achievement of company mission is (1) maintaining the quality of the coffee beans produced, (2) increase production capacity, (3) maintaining and improving the quality of human resources through the development and training of employees, (4) developing domestic and international markets and buying coffee from the community, and (5) undertake tree rejuvenation and rehabilitation of coffee plantations.