Driving Sustainable Growth in Agribusiness: Product Development and Market Strategy

Fransiskus Saputra Siagan

Abstract


This study examines how product development and market strategy contribute to driving sustainable growth and enhancing competitiveness in the agribusiness sector, using CV Missouri Bandung as a case study. In the context of increasing market competition and the growing importance of food security, agribusiness firms are required to adopt adaptive and value-driven strategies to maintain competitiveness and long-term sustainability. This research employs a qualitative case study approach using strategic management tools, including SWOT analysis, Internal Factor Evaluation (IFE), External Factor Evaluation (EFE), the Internal–External (IE) Matrix, and the Quantitative Strategic Planning Matrix (QSPM), to evaluate the company’s strategic position and determine the most appropriate growth strategy. The findings indicate that the company achieved an Internal Factor Evaluation (IFE) score of 3.05 and an External Factor Evaluation (EFE) score of 2.61, positioning the company in Quadrant IV of the Internal–External (IE) Matrix, categorized as “Grow and Build,” which reflects strong internal capabilities and an adequate response to external environmental dynamics. Furthermore, the Quantitative Strategic Planning Matrix (QSPM) analysis identified product development as the most effective strategic alternative, achieving the highest Total Attractiveness Score (TAS) of 5.60, followed by market development and market penetration. These findings indicate that product innovation, value-added offerings, and continuous market adaptation are essential for strengthening competitiveness and supporting long-term business resilience. This study highlights that the integration of product development and market strategy plays a critical role in driving sustainable growth, enhancing competitiveness, and supporting supply chain resilience in the agribusiness industry. The findings provide practical insights for agribusiness firms in designing strategic initiatives aligned with sustainable economic development.


Keywords


agribusiness; competitiveness; market strategy; product development; sustainable growth

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References


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DOI: https://doi.org/10.24167/jmbe.v1i2.15721

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