Objective - This paper examines the business strategy at cut flower area. The need for cut flowers, especially chrysanthemums, is very large. The farmers of cut flowers are concentrated in Java, namely Malang, Bandungan, Yogyakarta and Cianjur in West Java.

Methodology/Technique - In this study the object is in Bandungan, Semarang area. With large market conditions, it is possible for cut flower farmers to plant various varieties of chrysanthemum that the market likes. In order to fulfil the market prospect that is still wide open, chrysanthemum cut flower farmers must have business strategies that are able to provide guidance on the business being run. Production activities will develop and have an impact on farmers if supported by organizational policies that not only manage internal activities but are also able to face challenges from a dynamic external environment.

Findings and Novelty - The SWOT analysis were used at this research. The strategies that should be created are increasing cooperation, maintaining networks, and expanding marketing. The need for cut flowers especially chrysanthemums flowers in Indonesia is very large. This study aims to identify and examine the internal and external factors of the development of chrysanthemum agribusiness in Bandungan Village and to determine the priority of appropriate agribusiness strategies based on the farmer's needs. This study is descriptive analysis research with a sample of 45 Chrysanthemum farmers. Using SWOT analysis, we found the strength, weakness, opportunity, and threat for the farmers and we could design alternative business strategies. Internal Strategic Factor Analysis Summary (IFAS) is used to identify and evaluate the key internal factors of the company, while External Strategic Factor Analysis (EFAS) is used to organize external strategic factors into generally accepted categories of opportunities and threats. Meanwhile, IE matrix is used to define the business strategy at the company level with greater details. The results suggest that the farmers should strengthen the internal conditions of the farmer groups, improve the production of chrysanthemum flower, and maximize the use of production facilities and equipment, These findings imply that production activities will develop and have a positive impact on farmers if supported by organizational policies that not only manage internal activities but are also able to face challenges of a dynamic external environment.

Type of Paper - Empirical.

Keywords: Chrysanthemum Flower; Strategic Management; SWOT Analysis.

JEL Classification: Q20, Q22, Q29.

URI: http://gatrenterprise.com/GATRJournals/JBER/vol4.3_3.html

DOI: https://doi.org/10.35609/jber.2019.4.3(3)

Pages 137 – 146