Development Strategy of Organic Rice in Lampung Selatan Regency

Abstract

As one of the commodities supporting food security is underdeveloped due to marketing problems. Fluctuating supply and prices of organic rice, weak market information, high transportation costs, organic product certification, and limited capital become the basis for the need for analysis strategy for developing an organic rice market. The purpose of this study are: (1) identify the internal and external environmental factors, (2) formulate the best alternative strategy for the development of the organic rice market in South Lampung Regency. The research was carried out in Candipuro sub-district, based on being a center for organic rice production in South Lampung Regency. The data were analyzed qualitative and quantitative using descriptive analysis, identification of Strengths, Weaknesses, Opportunities, and Threats using IFE and EFE matrices, to obtain alternative strategies using the IE matrix and SWOT matrix. The results of the analysis show that the main weakness of the organic rice farmer group is the low performance of human resources and the limited number and types of organic products that cause a lack of market share for organic rice. The result of the IE matrix shows that the Mitra Organic Farmer Group is in the position Diversification. This policy needs to be implemented in preparation for broad diversification into various types of business activities that provide opportunities for improving the role of an institution or institution (conglomerate diversification strategy). Alternative strategies formulated based on the SWOT matrix are (1) increasing the number and types of organic products produced/product diversification, and (2) increasing institutional capacity to become cooperatives to optimize the government’s role in market accessibility and funding.