摘要：Tea industry is a promising industry, especially with its global awareness about organic tea. The purpose of this study is to identify the best alternative strategies for PT Harendong Green Farm to survive and sustainable. Technique of data collecting was conducted by interviewing the experts and distributing the questioners to five respondents, consisting of CEO, Plantation Head and Production Head of PT Harendong Green Farm, Head of Promotion Board of Indonesia, and Tea Master. The data analysis was carried out using Analytical Hierarchy Process (AHP) method to determine strategy in detail and priority development activity for the company. AHP results show that the procurement of premium tea products, competitive pricing, attractive packaging and cultural orientation through education and understanding to the community become an alternative offered. The recommended strategy is to establish a premium tea product from a competing company with a distinctive fragrance and flavor.
关键词：daya saing; sertifikat organik; teh organik; teh premium; AHP
