Formulating a Competitiveness Strategy for Local Agro-Products Through IFAS-EFAS-Based Packaging Design: A Case Study of the Ngudi Makmur Women’s Farmer Group

DOI

10.2991/978-94-6239-809-2_20How to use a DOI?

Keywords

Digital Marketing; IFAS-EFAS Matrix; Packaging Innovation; Sustainable Community Development; Women’s Farmer Group

Abstract

Women’s Farmer Groups (Kelompok Wanita Tani-KWT) contribute significantly through agro-based products and women’s empowerment. However, limited branding, unattractive packaging, and low digital marketing adoption often reduce the competitiveness of community-based enterprises, including KWT Ngudi Makmur in Solo, Indonesia. This study aims to formulate, rather than test the outcomes of, a competitiveness strategy for KWT Ngudi Makmur through packaging innovation and digital platform optimization, using the Internal Strategic Factors Analysis Summary (IFAS) and External Strategic Factors Analysis Summary (EFAS) framework. A participatory case study design was employed, combining participatory observation, structured interviews, and focus group discussions (FGD) with a purposively selected group of 15 to 25 active KWT members and academic facilitators, with a limited quantitative IFAS-EFAS weighting technique. Identified strategic factors were evaluated using IFAS and EFAS matrices to determine the group’s strategic position and formulate appropriate interventions. The IFAS analysis yielded a score of 2.39, indicating internal weaknesses in packaging, branding, and digital marketing, while the EFAS score of 2.80 revealed favorable external opportunities, including rising demand for local products. Relative to the theoretical midpoint of 2.50, this combination positioned KWT Ngudi Makmur in a growth-oriented quadrant, warranting a Weakness-Opportunity (W-O) strategy. The study proposes interventions-packaging redesign, brand identity development, and adoption of Google Maps and WhatsApp Business not yet implemented or empirically tested. If implemented, these interventions could enhance product competitiveness, expand market access, and support sustainable local economic development, women’s empowerment, and progress toward SDG 5, SDG 8, and SDG 9.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Wayan Gede Suka Parwita
AU  - Moh. Erkamim
AU  - Ketut Vini Elfarosa
AU  - Ni Made Meliani Andari
AU  - Ketut Armawan
AU  - Maria Elsa Karina
PY  - 2026
DA  - 2026/10/24
TI  - Formulating a Competitiveness Strategy for Local Agro-Products Through IFAS-EFAS-Based Packaging Design: A Case Study of the Ngudi Makmur Women’s Farmer Group
BT  - Proceedings of the International Conference on Sustainable Green Tourism Applied Science - Social Applied Science 2026 (ICoSTAS-SAS 2026)
PB  - Atlantis Press
SP  - 194
EP  - 204
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-94-6239-809-2_20
DO  - 10.2991/978-94-6239-809-2_20
ID  - Parwita2026
ER  -