Strategi Diversifikasi Usaha untuk Meningkatkan Keberlanjutan Bisnis Jangka Panjang pada Tani Fresh
Keywords:
business diversification, business sustainability, entrepreneurship, management, digital marketing, business strategyAbstract
This study aims to analyze business diversification strategies in enhancing long-term sustainability at Tani Fresh. This research is motivated by the high risk of relying on a single product, particularly fresh vegetables which are perishable and have unstable prices. A qualitative approach with a case study method was employed. Data were collected through in-depth interviews and documentation. The findings show that diversification is planned to reduce risk and create alternative income sources. The strategies include developing ready-to-cook vegetable products, product packages, and distribution services. Market needs analysis plays a key role in ensuring product relevance, while digital marketing supports market expansion and competitiveness. In conclusion, business diversification contributes to value creation, risk reduction, and long-term sustainability. Therefore, proper planning and market-oriented strategies are essential for successful implementation.
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