Development strategy of Marigold flower farming integrated with Trigona bees in the ecotourism area of ancient tree "kayu putih"

Marigold flower farming community is a group of farmers who carry out the processing production of marigold flower agricultural products. This study was to identify internal and external conditions, as well as determine strategies that can be used in developing an integrated marigold flower farm with Trigona bees. This research was conducted in the "Kayu Putih" Ancient Tree Ecotourism Area at Tabanan Regency in the Gumitir Flower Farmer Community, with a total of 26 respondents. The alternative strategy formulation process goes through two stages, namely: The data collection stage; and the Analysis phase. Based on the research results, the internal conditions in the development of Integrated Marigold Flower Farming with Trigona Bees are the availability of production facilities, short marketing chain, Religious facilities, Health products, lack of manpower, lack of skills, cultivation knowledge. While the external environment in the development of Marigold Flower Farming Integrated with Trigona Bees, namely: local government attention; establishing partnership relationship; development of technology and information; There are lots of bee-feeding flowers; competitive product price; changes in the weather; pest attack; Decreased tourist visits. These results place this farm in the position of cell V. The strategy used in cell V is a hold and maintain strategy. This strategy can be done through sales promotion with social media or extensive sales promotion, for example, by providing additional bonus products for purchases in large quantities and providing tour packages by adding flower and honey harvesting activities in the garden. Another strategy that can be done is to provide better services, such as continuous product availability, consistent product quality, timely and ordered delivery, and friendliness to customers and tourists when buying and visiting the Ecotourism Area of Ancient Tree "Kayu Putih".