The purpose of this study is to make SWOT analysis (Strengths, Weakness, Opportunities, Threats) and determine
developing strategy of Benteng Alla Coffee Industry at Benteng Alla Cooperative. The location of this research at
Benteng Alla Coffee Industry in Enrekang Regency. The type of research is descriptive qualitative and quantitative
research. Data collection techniques are documentation, observation and interviews. The analytical method is descriptive
qualitative and quantitative analysis. The SWOT analysis results obtained strengths are competent human resources,
sufficient and continuous quantity of raw materials, excellent production quality and many product variations. The
weakness are lack of capital, small production machinery, expensive selling prices, poor promotions, not strategic
location and poor distribution. The opportunities are support from government and banking, the availability of many
production machines that can be purchased, social and cultural supports, the development of café/coffee shop businesses,
good economic growth, there are many supermarkets, minimarkets and gift shops that are willing to be distribution
agents/retailers, there are internet facilities. The threats are many competitors with strong competitiveness and the
potential of new industry competitors. The main strategy is the growth strategy. The operational strategy is to increase
production capacity, increase sales, make cafes/coffee shops as one of the target markets, maintain product quality,
borrow soft loans/KUR from the government/banking, buy production machines (roasting machines) with greater
capacity, sales cooperation with supermarkets, minimarkets and gift shops, direct sales to cafes/coffee shops, use online (internet) to promotion and sales facilities, price differentiation.