Stevia Development Strategy In The Village Of Mekarsari Sub District Cikajang District Garut West Java Province

Abstract

Stevia is one of the commodities that has not been widely known to be tried by farmers but has begun to be developed in the village of Mekarsari Cikajang District Garut West Java by a farmer who is also head of the Village. As a new commodity is not easy to accept and requires a certain strategy for farmers to be interested in stevia farming. This research aims to identify a recommended strategy for developing stevia commodities in Mekarsari village. The research method uses case study with surveys and interviews while data analysis used IFE, EFE, and IE matrix analysis, and to make the decision used QSPM matrix analysis results. The study results showed that the Stevia development strategy in Mekarsari village has a high opportunity and to make it farmers to develop stevia if it is done with the showing the increase of stevia farmer life in material (financial) compared with the farming activity before. it will lead the farmers to try to farming stevia

Full text

Stevia Development Strategy In The Village Of Mekarsari Sub
District Cikajang District Garut West Java Province
Pandi Pardian1, Hepi Hapsari1, Yayat Sukayat1
1Program Studi Agribisnis Jurusan Sosial Ekonomi Pertanian Universitas Padjadjaran
Abstract. Stevia is one of the commodities that has not been widely known to be tried by farmers but has
begun to be developed in the village of Mekarsari Cikajang District Garut West Java by a farmer who is also
head of the Village. As a new commodity is not easy to accept and requires a certain strategy for farmers to
be interested in stevia farming. This research aims to identify a recommended strategy for developing stevia
commodities in Mekarsari village. The research method uses case study with surveys and interviews while
data analysis used IFE, EFE, and IE matrix analysis, and to make the decision used QSPM matrix analysis
results. The study results showed that the Stevia development strategy in Mekarsari village has a high
opportunity and to make it farmers to develop stevia if it is done with the showing the increase of stevia
farmer life in material (financial) compared with the farming activity before. it will lead the farmers to try
to farming stevia
1 Introduction
Stevia is one of the potential sugar producing plants,
especially for people who pay attention to health but
love sweetness. Stevia plant can be developed as one of
the natural sugar raw materials (sweeteners) that are safe
to consume. The sweetness level of stevia reaches 200 -
300 times that of cane sugar with a very low caloric
level. As one of the agricultural commodities producing
natural sweetness, stevia is also low in calories but is
still not very well known by the community, especially
farmers. The main concentration of agricultural
production is carried out by farmers only on food crops,
horticulture and plantations and is the dominant
commodity in West Java.
Stevia began to develop limitedly in West Java
since 2002 in several areas including Garut Regency
(Cikajang), based on a preliminary survey known that
the village of Mekarsari, Cikajang district is the place
for collecting stevia commodities in West Java.
On the production process (on-farm) stevia plants
still finite and only by individuals. Stevia plant business
in Garut first began to be cultivated in 2015 in Baruear
area Cigedug district with an area of 5000 m2 and now
(2017) grown more than 1 Ha, but if looking by number
of farmers from the beginning until now tend constantly
To improve and develop stevia as an agricultural
commodity that has more value and can bring advantage
to farmers is also not free from various obstacles both
from internal and eksternal environment. Research on
the development of stevia commodity is interesting
because from a business perspective it has not attracted
farmers to try it, but in terms of the area of land
cultivated is increasingly widespread although number
of farmers remains. This makes researchers interested in
study stevia development strategy in Mekarsari Village.
This is a challenge for the existence of stevia commodity
farming to become one of the mainstay commodities so
other farmers and community can joint to develop stevia
especially in the village of Mekarsari sub district
Cikajang District Garut West Java Province
2 Research Methods
The research was conducted in The Village Of
Mekarsari District Cikajang Garut Regency, West Java
by using case study. Data used in this study are primary
data and secondary data with the process of extracting
data is carried out as follows:
1. Primary data obtained by interview to respondent
with interview guidelines
2. Secondary data, obtained from agencies related to
this research and also from various journals and
research results
3 Data Processing and Analysis
Data analysis was performed using the strategy analysis
method according to [1] has the following stages:
© The Authors, published by EDP Sciences. This is an open access article distributed under the terms of the Creative Commons Attribution License 4.0
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3.1 Data collection (input stage)
Data collection is carried out to find out the
environmental internal and external factors of the
research to further created matric IFE/IFAS (internal
factor evaluation / internal factor analysis summary) and
matric EFE/EFAS (external factor evaluation/external
factor analysis summary)
3.2 Matching stage
Matching stage is a follow-up analysis of IFAS and
EFAS matrices made into IE matrices (internal and
external). Matric IE consists of 9 (nine) cells grouped
into 3 main groups of strategies where each part consists
of 3 cells namely:
1) Growth and development strategies consisting of
cells I, II, IV. Intensive strategy (market
penetration, market and product development) or
integrative (back-to-back, front and horizontal
integration)
2) Defense and maintenance strategies consisting of
cells III, V, VII. Market penetration and product
development strategies are widely used
3) Harvest or divestment strategy consisting of cells
VI, VIII, IX
3.3 Decision stage
The decision-making process is the final stage of
strategic analysis that must be done, this stage is made
matrik QSPM (Quantitative Strategic Planning Matrix)).
Matrix analysis (QSPM) is used to evaluate strategies
objectively based on major internal-external success
factors.
4 Results
As one of the agricultural commodities producing
non-caloric sweetness, stevia is widely used and
commercialized in several countries such as the United
States, Korea, Japan and China. Stevia which is
commercialized in Japan comes from Indonesia
precisely from Mekarsari Village. The planting of stevia
in Mekarsari village was initiated by the village head
who is also a farmer stevia to conduct a marketing
contract with PT. Tokinoto Agro Utama whose
destination is State of Japan. Results of surveys and field
interviews obtained several things related to internal and
external factors in the development of stevia
commodities in Mekarsari Village.
4.1 Data collection (input stage)
Internal environmental analysis consisting of
strengths and weaknesses provides stevia development
information in Mekarsari Village consisting of several
components.
Table 1. Strengths and Weaknesses of Stevia
Development in Mekarasari Village
Analysis of strategic factors internal environment
the greatest strength of stevia development in Makarsari
Village is the availability of land with a suitable
ecosystem of 0.335 and the biggest weakness is that the
partner company only buys wet products with a score of
0.254. The IFE matrix score of 2,896 is at the level of
average internal strength to avoiding weakness. So it
takes effort and caution in using strengths to reduce
weaknesses.
External Environment
External environmental analysis consisting of
opportunities and threats provides information about the
factors needed to develop stevia in the village of
Mekarsari which consists of several components,
including:
Table 2. Opportunities and threats of Stevia Development in
Mekarsari Village
Result analysis of external strategic factors, the
greatest opportunity for stevia development in
Mekarsari Village is a higher price than sugar with a
score of 0.407, and the biggest threat is only as a
planting location and it's a product intended for the
export market with a score of 0.436. The result of EFE
matrix analysis shows a score of 3,182 where the score
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indicates a large enough opportunity to avoiding threats
by involving other parties.
4.2 Matching stage analysis
The result analysis from IFE and EFE matrix, be
made matrix IE (Internal external) which shows that the
analysis of stevia development strategy in Mekarsari
Village is in the second cell namely growth and
development.
Fig. 1.
Matrix IE
The second cell is a growth and development
strategy where growth is seen from the increase in the
area of stevia production land and also coaching
supported by research results through IE matrix
analysis that stevia development in Mekarsari Village
is currently fully supported by the village
government.
4.3 Decision stage
The decision-making stage is the decisive stage to
take action in order to develop stevia commodity in
Mekarsari Village. At this stage, there are several
alternative options. Processed development Product
based on stevia raw materials, market development and
penetrate the market. The results of the calculations at
this stage are as follows:
Table 3. QSPM Stevia Development in Mekarsari Village
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Analysis shows that the strategy should be done in
order to developing stevia commodity in Mekarsari
Village is market development. Currently, the farmers
(actor) market of stevia farming is still dependent on
export companies and the purchase of wet stevia
products from farmers. Market development is carried
out to guarantee the bargaining value of farmers and also
to ensure the absorption of farmers products when
product is getting bigger. Steps that must now be taken
are exploring cooperation with herbal medicine
producers that are widely developing in Indonesia,
especially in Java (Central Java, East Java and West
Java) and the Health industry. The most important thing
for developing stevia commodities in Mekarsari Village
is that local farmers can see an increase in the income
(finance) of current stevia farming actors. In addition, it
is also necessary to disseminate information and
guarantee the absorption of farmers' production.
5 Conclusion
The biggest thing that causes the development of
stevia is still limited to a few individuals even though
the area of land continues to increase because other
farmers in Cikajang District are accustomed to growing
vegetables and the most important thing is that until now
other farmers have not seen the fact that stevia
commodity businesses have shown an increase in
welfare (finance) such as luxury cars, big houses and so
on.
If the material benefits in the form of income money
appear tangible used for building a great house,
purchasing a vehicle, and others, the farmer will without
being told to try to do stevia farming.
Although in fact, currently that the same stevia
farmers can increase the area of agricultural land from
the result of stevia production to be used for stevia
planting by buying the surrounding land.
6 Suggestion
The strategy in developing stevia in Makarsari
Village, although it shows quite a large opportunity with
natural conditions suitable to be developed, but because
the current market is only one (to partner companies)
and limited expertise and technology, further
development will lead farmers attachment to the market
very large so that the future will be a problem in itself if
the production is on a large scale
References
1. David, R. Fred dan Forest R. Pride. Konsep
Manajemen Strategis (2016)
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