Strategic Marketing and Supply Resilience in Small-Scale Coffee Roasteries: An Integrated SWOT–QSPM Approach to Sustaining Competitive Performance
DOI:
https://doi.org/10.64268/josce.v2i1.110Keywords:
Competitive performance, Coffee roastery, Marketing strategy, QSPM, Supply resilience, SWOT analysisAbstract
Background: The rapid growth of the coffee industry in Indonesia has intensified competition among small-scale coffee roasteries, requiring firms to adopt adaptive and data-driven marketing strategies. Despite strong regional production potential, many coffee SMEs experience unstable sales performance due to limited market reach and vulnerability to supply fluctuations. These challenges indicate the need for an integrated strategic approach that aligns marketing decisions with supply resilience to sustain competitive performance.
Aims: This study aims to identify internal and external strategic factors influencing roasted coffee marketing, formulate feasible strategic alternatives, and determine priority strategies that enhance both marketing effectiveness and supply resilience in a small-scale coffee roastery context.
Methods: A quantitative descriptive approach was employed using primary data collected through interviews and structured questionnaires involving key managerial actors and expert judgment. Strategic analysis was conducted using the Internal Factor Analysis Summary (IFAS) and External Factor Analysis Summary (EFAS), followed by the Internal–External (IE) matrix to determine strategic positioning. Alternative strategies were generated through SWOT analysis and evaluated using the Quantitative Strategic Planning Matrix (QSPM) to identify priority actions.
Results: The findings reveal that the firm is positioned in the “hold and maintain” quadrant, indicating moderate internal strength and external opportunity. Seven strategic alternatives were identified, with the highest priority strategy emphasizing the maintenance of raw material quality through strengthened supplier partnerships. This strategy is critical in addressing supply instability while reinforcing customer trust and product consistency.
Conclusion: This study demonstrates that integrating marketing strategy with supply resilience is essential for sustaining competitive performance in small-scale coffee roasteries. Rather than relying solely on promotional expansion, strategic emphasis on supply stability and product quality creates a more robust competitive foundation. The proposed SWOT–QSPM integration offers a systematic and transferable decision-making framework for SMEs facing similar structural constraints. Strengthening upstream supply relationships not only mitigates operational risks but also enhances long-term market positioning, making resilience-oriented marketing a key driver of sustainable business performance in emerging coffee industries.
References
Ahmad, M., & Wilkins, S. (2025). Purposive sampling in qualitative research: A framework for the entire journey. Quality & Quantity, 59(2), 1461–1479. https://doi.org/10.1007/s11135-024-02022-5
Aliannejadi, Z., Malmasi, S., & Rafati, M. (2026). Strategic prioritization for Tehran’s electronic waste management via integrated SWOT and QSPM analysis. Scientific Reports, 16(1), 7711. https://doi.org/10.1038/s41598-026-37703-8
Alinasab, J., Khvatova, T., Caputo, F., & Mirahmadi, S. M. R. (2025). Small firms’ foreign market entry framework: Rational and cognitive perspectives. International Marketing Review. https://doi.org/10.1108/IMR-08-2023-0204
Al-Surmi, A., Bashiri, M., & Koliousis, I. (2022). AI based decision making: Combining strategies to improve operational performance. International Journal of Production Research, 60(14), 4464–4486. https://doi.org/10.1080/00207543.2021.1966540
Arfanto, A., Salam, I., Hidrawati, H., & Saediman, H. (2023). Marketing Strategy for Cassava-Based Ethnic Snacks in the New Normal Period: A Case of Gule Wa Muri Home Industry in Buton District, South East Sulawesi. AIP Conf. Proc., 2628. https://doi.org/10.1063/5.0144471
Awanda, A. P., Ismiyah, E., & Rizqi, A. W. (2023). Innovatif Engineering Strategies for Revenue Growth: A SWOT and QSPM Analysis of UD AMJ Jaya Teknik. Advance Sustainable Science, Engineering and Technology, 5(3). https://doi.org/10.26877/asset.v5i3.17253
Bi, S., Tölgyessy Péterné Sass, M., & Gáspár, T. (2024). Internationalization strategy management for small and medium-size enterprises: A case study of LED industrial enterprise. CORPORATE AND BUSINESS STRATEGY REVIEW, 5(1), 204–215. https://doi.org/10.22495/cbsrv5i1art19
Budiman, F. S., & Sutrisno, W. (2024). Marketing strategy analysis using SWOT analysis method and quantitative strategic planning matrix (QSPM): Case study of cosmetic SMEs. AIP Conf. Proc., 2891(1). https://doi.org/10.1063/5.0201533
Carayannis, E. G., Dumitrescu, R., Falkowski, T., & Zota, N.-R. (2024). Empowering SMEs “Harnessing the Potential of Gen AI for Resilience and Competitiveness.” IEEE Transactions on Engineering Management, 71, 14754–14774. https://doi.org/10.1109/TEM.2024.3456820
Darwis, M. F., Munizu, M., & Fudjaja, L. (2024). A Business Development Strategy of Macoa Chocolate Product at cv. Putra Mataram Polewali Mandar. Journal of Global Innovations in Agricultural Sciences, 12(4), 1187–1197. https://doi.org/10.22194/JGIAS/24.1449
Febrianti, R., Sutrisno, & Parso. (2025). Integrated marketing strategy to improve financial efficiency in hospitals. Edelweiss Applied Science and Technology, 9(5), 1856–1881. https://doi.org/10.55214/25768484.v9i5.7328
Hedayatipour, M., Etemadi, S., Hekmat, S. N., & Moosavi, A. (2024). Challenges of using evidence in managerial decision-making of the primary health care system. BMC Health Services Research, 24(1), 38. https://doi.org/10.1186/s12913-023-10409-7
Istiyanti, E., Anitasari, D. W., & Binti Zainal Abidin, N. (2023). The development strategy of organic rice farming in Bantul Regency, Special Region of Yogyakarta, Indonesia. E3S Web Conf., 444. https://doi.org/10.1051/e3sconf/202344402063
Jibril, A. B., Amoah, J., Panigrahi, R. R., & Gochhait, S. (2024). Digital transformation in emerging markets: The role of technology adoption and innovative marketing strategies among SMEs in the post – pandemic era. International Journal of Organizational Analysis. hhttps://doi.org/10.1108/IJOA-05-2024-4509
Jones, R., Morrish, S. C., Heyworth-Thomas, E. M., & Graham, E. (2023). Post-Pandemic Marketing: Use of Business Crisis Recovery Frameworks to Enhance Entrepreneurial Marketing Education. Journal of Marketing Education, 45(3), 211–225. https://doi.org/10.1177/02734753231190249
Joorbonyan, Z., Sorourkhah, A., & Edalatpanah, S. A. (2024). Identifying and Prioritizing Appropriate Strategies for Customer Loyalty in a Mass Environment (Case Study: Clothing House). Tasmimgiri va Tahqiq dar Amaliyyat, 9(1), 98–119. https://doi.org/10.22105/dmor.2024.420185.1800
K, M. P. (2025). STRATEGIC FINANCIAL MANAGEMENT: INTEGRATING CORPORATE STRATEGY WITH FINANCIAL DECISION-MAKING. International Journal of Applied Mathematics, 38(11s), 326–335. https://doi.org/10.12732/ijam.v38i11s.1163
Kuswardhani, N., Rizky E P V S, M., & Alifah, D. E. (2021). Agroindustrial development strategy for herbal-cardamom coffee in Sumberjambe subdistrict, Jember district, East Java, Indonesia. IOP Conf. Ser. Earth Environ. Sci., 653(1). https://doi.org/10.1088/1755-1315/653/1/012151
Matović, N., & Ovesni, K. (2023). Interaction of quantitative and qualitative methodology in mixed methods research: Integration and/or combination. International Journal of Social Research Methodology, 26(1), 51–65. https://doi.org/10.1080/13645579.2021.1964857
Mohammadi, K. (2023). Improved strategy management for WDNs: Integrated prioritization SWOT QSPM (IPSQ) method – Application to passive defense. Socio-Economic Planning Sciences, 88, 101663. https://doi.org/10.1016/j.seps.2023.101663
Mulisa, F. (2022). When Does a Researcher Choose a Quantitative, Qualitative, or Mixed Research Approach? Interchange, 53(1), 113–131. https://doi.org/10.1007/s10780-021-09447-z
Nozari, H., Szmelter-Jarosz, A., & Weiland, D. (2025). A Fuzzy Multi-Objective Sustainable and Agile Supply Chain Model Based on Digital Twin and Internet of Things with Adaptive Learning Under Environmental Uncertainty. Applied Sciences, 15(19). https://doi.org/10.3390/app151910399
Nurfaillah, Jusni, & Hamid, N. (2024). Marketing Strategy for Sago One (Sago Flour) Products at CV. Podomoro Makassar. Journal of Global Innovations in Agricultural Sciences, 12(4), 1219–1230. https://doi.org/10.22194/JGIAS/24.1438
Pollard, A., & Forss, K. (2023). Evaluation Quality Assessment Frameworks: A Comparative Assessment of Their Strengths and Weaknesses. American Journal of Evaluation, 44(2), 190–210. https://doi.org/10.1177/10982140211062815
Ramezani, S., Mollaahmadi, F., & Safari, A. (2024). A Hydrogen-driven Sustainable Marketing Strategy for Future Energy Hubs. Energy. Proc., 43. https://doi.org/10.46855/energy-proceedings-11049
Samuel, A., & Merkebu, J. (2025). Exploring Sampling Strategies to Maximize Qualitative Research Studies in Adult Education. Adult Learning, 10451595251349183. https://doi.org/10.1177/10451595251349183
Sharma, K., Aswal, C., & Paul, J. (2023). Factors affecting green purchase behavior: A systematic literature review. Business Strategy and the Environment, 32(4), 2078–2092. https://doi.org/10.1002/bse.3237
Simbolon, S. B., Supriana, T., & Lindawati. (2021). Marketing strategy of brown sugar from palm oil in Serdang Bedagai District. IOP Conf. Ser. Earth Environ. Sci., 782(2). https://doi.org/10.1088/1755-1315/782/2/022012
Srivastav, A. L., Bagherian, A., & Ghosh, D. (2025). The circular bioeconomy: Pathways to sustainability and resource optimization. Clean Technologies and Environmental Policy, 27(2), 815–832. https://doi.org/10.1007/s10098-024-03060-1
Toke, L. K., & Kalpande, S. D. (2021). Strategic planning to investigate the decision index of organization for effective total quality management implementation – in context of Indian small and medium enterprises. Journal of Engineering, Design and Technology, 20(3), 749–776. https://doi.org/10.1108/JEDT-11-2020-0447
Vatankhah, S., Roodbari, H., Rahimi, R., & Oraee, A. (2024). Decoding organisational attractiveness: A fuzzy multi-criteria decision-making approach. International Journal of Contemporary Hospitality Management, 37(2), 560–579. https://doi.org/10.1108/IJCHM-02-2024-0258
Wei, Y.-M. (2025). A Hybrid Multi-Criteria Decision-Making Framework for the Strategic Evaluation of Business Development Models. 16(6), 454. https://doi.org/10.20944/preprints202504.0872.v1
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Kanya Fadilla Barly, Fredy Eka Ardhi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
