ANALISIS STRATEGI DALAM MENGUKUR TINGKAT PERAN PT. MARS DALAM PENGEMBANGAN AGRIBISNIS KAKAO DI DESA TEBONGEANO, KECAMATAN LAMBAI, KABUPATEN KOLAKA UTARA

Abstract

Agribusiness development plays a significant strategic role in bridging the agricultural sector from upstream to downstream. The implementation of agribusiness is considered capable of improving both the quality and quantity of cocoa commodities while promoting economic growth for farming families. The conceptual adoption is multisectoral in nature, involving not only government agencies but also private stakeholders. PT. Mars Indonesia in North Kolaka Regency is expected to facilitate cocoa agribusiness development, creating mutually beneficial synergies between farmers and the company. Therefore, the objective of this research is to determine the role of PT. MARS in cocoa agribusiness development in Tebongeano Village, Lambai District, North Kolaka Regency. This research employs a descriptive qualitative approach using SWOT Analysis to examine the strategies and roles of PT. Mars in cocoa development at the research location. The results obtained indicate that PT. Mars plays a significant role in cocoa agribusiness development in Tebongeano Village, Lambai District, North Kolaka Regency. This role is manifested in various aspects, ranging from the provision of production facilities, technical cultivation assistance, to facilitating the marketing of harvested products. Meanwhile, the position of agribusiness development falls within quadrant I of the SWOT analysis, indicating a "grow and develop" position. This suggests that an aggressive strategy is recommended, meaning the organization is in excellent and stable condition, making it highly possible to continue expansion, increase growth, and achieve maximum progress