Analysis of Cascara Business Competition Using Porter’s Five Forces Model at PT Agritama Sinergi Inovasi

Eline Nuha Nurrohmah Gika, Btari Mariska Purwaamijaya, Syti Sarah Maesaroh

Abstract


The cascara market in Indonesia holds significant potential due to increasing interest in health-oriented beverages. However, intense competition and external factors demand more competitive business strategies. This study aims to analyze PT Agritama Sinergi Inovasi’s (AGAVI) competitive position in the cascara industry using Porter’s Five Forces model. A qualitative descriptive approach with a literature study was employed. The findings indicate that supplier power is moderate, while buyer power is high, driven by the availability of alternatives in the market. Barriers to entry are significant due to capital and technological requirements. The threat of substitution is high, given the presence of other health products. The degree of rivalry is intense, necessitating product innovation and more aggressive marketing strategies. This study proposes innovative approaches in supply chain management, product differentiation, and distribution expansion to strengthen AGAVI position. These findings contribute to the literature on competitive strategies and provide practical guidance for sustainable cascara business development in Indonesia.

Keywords


Cascara, Porter's Five Forces, Health Beverages, Business Sustainability, Business Competition, Business Innovation

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DOI: https://doi.org/10.21107/pamator.v17i4.28772

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