Sustainable strategies for civet coffee production: A SWOT-AHP analysis

Civet (Luwak) coffee, renowned as an exclusive coffee product, has garnered significant attention within the agricultural industry. Nevertheless, the growth of this industry is not immune to environmental and social challenges that must be addressed to ensure sustainable production. This research aims to identify sustainable strategies applicable to civet coffee production through SWOT-AHP analysis. In this study, data collection was carried out by questionnaires and Focus Group Discussions (FGD) to obtain comprehensive insights and understanding of recognized SWOT elements. Subsequently, SWOT analysis based on AHP was systematically conducted using paired comparisons of these SWOT elements, enabling a quantitative assessment of their priorities. Based on the data obtained from A'WOT (Analysis of Weaknesses, Opportunities, and Threats) applied to civet coffee and integrated into SWOT mapping and strategy matrices, the analysis revealed that the highest scores for strengths, weaknesses, opportunities, and threats were high price level (52%), production limitations (69%), increased conservation awareness (72%), and ethical production issues (72%). The Civet coffee company can ensure long-term sustainability by maintaining the originality of Luwak coffee, prioritizing civet conservation, upholding ethical production standards, obtaining sustainability certifications, implementing transparency, strengthening its CSR program, and remaining vigilant about industry regulations. These strategic steps will not only address ethical concerns and competition but also enhance the company's reputation and build consumer trust, establishing a solid foundation for sustained success.