Application of Combined A’WOT (AHP and SWOT): A Strategy for Post-Harvest of Duku

Abstract

Duku is one of the fresh fruits that requires special attention. Duku (Lansium domesticum var. duku) is a well-known fruit with a pleasant aroma and flavour which has high economic value. The high demand of duku should be balanced with duku quality. The limitation of postharvest management and postharvest handling of duku would determine the marketing area. This study aims to determine the strategic management of postharvest duku. A quantitative AHP-based SWOT analysis has been proposed in this study to systematically evaluate priorities among SWOT components. The proposed technique is derived by pairwise comparisons of recognized SWOT elements and it was carried out using the Focus Group Discussion (FGD) method. The results of the comparison matrix show that the highest scores for strengths, weaknesses, opportunities, and threats are the nutritional value (64%), relatively short shelf life factor (62%), duku brand image in the community is very good (54%), and price fluctuation factor (68%). Therefore, the strategy that can be taken is to take advantage of a good duku brand image in the community due to the high nutritional value of duku fruit, so it requires a good strategy to deal with price fluctuations by maximizing post-harvest technology such as improving harvest storage technology, planting strategies, distribution strategies, and capital lending to reduce the effects of a relatively short shelf life.