Coffee vanilla development strategy for women farmer groups in the forest area of Senaru

Senaru is a village located in the Bayan District, West Nusa Tenggara Province with agricultural and plantation potential. Senaru Village has a variety of potentials that are very suitable for development, one of which is Non-Timber Forest Products (HHBK), namely coffee and vanilla. This study aims to determine the strategy in developing the coffee vanilla business at KWT Amelyna Senaru. Selection of respondents with purposive sampling method, with a total of 21 respondents. This study used a descriptive research design at SWOT variables the internal and external environment in the developing business activity. The results showed that the highest strength factors can minimize the weaknesses in the development of Coffee Vanilla Product business for Women Farmer Groups in the Forest Area of Senaru namely as Tourist Destination Areas. While the highest opportunity factor at external environment is urban lifestyle in consuming coffee. Business development in Coffee Vanilla Product for Women Farmer Groups in the Forest Area of Senaru in the cell V position. The hold and maintain strategy are the best strategy to used. In this area it is very suitable to use product development and market penetration strategies.


Introduction
The agricultural sector is a business activity that was not affected by the economic crisis.Agriculture in the food crop sector is a strategic sector in Indonesian agriculture, this is because this sub-sector supplies the primary needs of society, namely food, so that it becomes the basis for the livelihood of more than 63% of Indonesia's population [1].The implementation of agriculture in Indonesia has problems that need to be resolved to minimize existing problems.The handling solution that can be provided by the government is to form farmer groups which aim to facilitate coaching and counseling activities in the agricultural sector.This activity is expected to provide increased welfare for farmers.
Forests are one of the natural resources that have the potential to generate quite a large amount of foreign exchange for the Indonesian people.Forests provide enormous benefits, especially in supporting the welfare of people's lives.The use of forests carried out by the government so far has been able to 1253 (2023) 012094 IOP Publishing doi:10.1088/1755-1315/1253/1/012094 2 increase the income and level of community welfare, especially community forest farmers, although they have not been able to completely eradicate poverty.
Senaru is a village located in the Bayan District, North Lombok Regency, West Nusa Tenggara Province.Aside from being a rural area with agricultural and plantation potential, Senaru Village also has a green area in the form of a protected forest with an area of up to 100 hectares [2].This vast forest is an excellent source of air as well as a source of water for the village area.Senaru Village has a variety of potentials that are very suitable for development, one of which is Non-Timber Forest Products (HHBK), namely coffee, vanilla, chocolate, durian, mangosteen, avocado, as well as cattle, goats and trigona bees.
Coffee consumption in Indonesia has increased, this is due to changing patterns of society in Indonesia in coffee consumption.The pattern of people's consumption of coffee is strongly influenced by the ease of serving coffee drinks, affordable coffee prices and the many variations of flavors in coffee drinks that suit consumers' wishes.With the increasing standard of living and the shift in the lifestyle of urban communities in Indonesia, this has prompted a shift in coffee consumption patterns, especially among young people.The tastes of the younger generation prefer instant coffee, three-in-one coffee, or coffee that is mixed in cafes.
Coffee is one of the non-oil and gas export commodities that has quite bright prospects.Domestic demand is also getting stronger with the growing development of the agro-industry sector.The development of coffee product diversification by adding various flavors will be able to increase the variants of coffee products.The addition of vanilla flavor developed by the group in Senaru is an attraction for the group's products.The development of vanilla cultivation on the sidelines of the group's coffee plantations has provided an idea for the development of coffee products produced by the Women Farmers group in the Senaru Forest Area.
The development of a business is influenced by management within the organization.The organization plays a role in determining the strategy in managing its business.The work targets that become the goals of the organization are carried out based on a predetermined basis to carry out the development strategy.So that an assessment is needed to measure the strengths and weaknesses in a business that can be used for organizational improvement in the future.This is necessary to face increasingly strong business competition.One of the main problems in business development is in the marketing management of an organization.
Marketing is a process of creating and delivering goods and services that customers want, which includes activities that attract and retain customers related to customer satisfaction.This can be said as offering products provided by the company with the intention of creating buying and selling activities as the goal of the company and meeting the needs of consumers.Marketing strategy is very important to deal with an increasingly perfect market share.In an effort to improve and develop competitiveness, it is necessary to have clear and planned projections regarding the prospects for coffee marketing, so that they can identify and take into account market opportunities and problems that will be faced.The marketing mix is a tool for entrepreneurs to influence consumers so that consumers know and then like the product and make purchase transactions, and these consumers are satisfied.Each of the marketing mix variables are: Product, Price, Place, and Promotion.
Internal environmental analysis provides an illustration that a business group has strengths or weaknesses in the areas of production management, marketing and distribution operations, human resource organization, finance and accounting.The purpose of conducting an internal analysis is to obtain the strength factors to be used and the weaknesses to be anticipated.External environment analysis is an analysis composed of groups of forces that arise and are out of reach and are usually independent of the operational situation of the business group.Economic, social, government and technology are factors that exist in the analysis of the external environment [3].Based on the things mentioned above, it is necessary to do research on Vanilla Coffee Development Strategies in Women Farmer Groups in the Senaru Forest Area.The purpose of this research is to determine the strategy in developing the vanilla coffee business at KWT Amelyna Senaru.

Research location and time
The location of this research was carried out purposively, in the Senaru Forest Area, Bayan District, North Lombok Regency, West Nusa Tenggara.The considerations in choosing the location of this research are as follows: coffee processing is carried out traditionally by women farmer groups; vanilla added to coffee is a plant that is cultivated between coffee plants of the Women Farmer Group; and the product of the women farmer group coffee business is currently experiencing marketing development.This research was conducted from June to August 2022

Research respondents
Respondents in this study amounted to 21 respondents consisting of 3 respondents from the management of the Amelyna Senaru women farmer group, 12 respondents from Amelyna Senaru women farmer members, and 6 respondents from Amelyna Senaru women farmer coffee customers.The selection of respondents for this research was carried out using the purposive sampling method, this technique was used with the consideration that the selected respondents were subject actors who interacted in the vanilla coffee business in the Amelyna Senaru women farmer group.

Data analysis
Descriptive research is used in analyzing this research.This is because the analysis can describe the situation of the internal and external environment in development of Vanilla Coffee products from the Amelyna Senaru Farmer's Group.This is in line with the opinion of Bogdan and Taylor who argue that research procedures produce descriptive data in the form of words or spoken words from people and observable behavior [4].The objects in this study are the internal and external environment in the business activity of marketing mix which will be studied in SWOT variables, namely strengths, weaknesses, opportunities and threats.The process of formulating alternative strategies goes through the Input Stage using the Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) matrices and the Matching Stage using the Internal External (IE) matrix [5].

IFE and EFE Matrix
Evaluation and formulation of strengths and weaknesses in the organization is an analysis of the organization's internal strategy, which will provide information in identifying and assessing to find out the functional series in the company compared to competitors [6].
The results of analysing the internal factors of the Development Strategy of Coffee Vanilla Product business for Women Farmer Groups in the Forest Area of Senaru can be seen in Table 1.Based on Table 1, it is expected that the strength factors can minimize the weaknesses in the development of Coffee Vanilla Product for Women Farmer Groups in the Forest Area of Senaru namely as Tourist Destination Areas.This factor gets the highest score obtained, namely 0.36 with a weight of 0.10 and a rating of 3.62.The strength factor with the lowest score is Traditional production process with a score of 0.25.A good opportunity factor in the development of Coffee Vanilla Product business for Women Farmer Groups in the Forest Area of Senaru is Tourist Destination Areas.Tourist Destination Areas can provide an increase in tourist visits to the coffee production sites of the women farmer group, so that it will also have an impact on increasing purchases of vanilla coffee products by visiting tourists.
The internal weakness factor encountered in the development of Coffee Vanilla Product business for Women Farmer Groups in the Forest Area of Senaru is the biggest lack of promotion which has a score of 0.27 with a weight of 0.11 and a rating of 2.48.The internal weakness factor with the lowest score is Production schedule planning has not been maximized with a score of 0.22.The big threat factor in the development of Coffee Vanilla Product business for Women Farmer Groups in the Forest Area of Senaru is the lack of promotion.To overcome this, it is necessary to carry out promotional activities to introduce and influence consumers and attract consumers directly to the products produced.Promotion is an effective way of capturing consumers in the market, one of the effective ways of promotion is through social media so it is necessary to increase the promotion carried out.Promotion through social media can also be used to promote products so as to increase sales [7][8][9][10][11][12].Circumstances that exist outside the organization either directly or indirectly affect the performance of an organization is an analysis of the external environment [6].External environment analysis aims at developing a list of opportunities that can be used by the organization and a list of threats that should be eliminated by the organization.These two records are required to represent key factors that can have an impact on the external environment where the organization carries out activities.The strategy produced by the organization is required to take advantage of opportunities and get rid of threats that can cause losses to the organization.
Based on Table 2, the best opportunity factor in developing the Coffee Vanilla Product business for Women Farmer Groups in the Forest Area of Senaru is urban lifestyle in consuming coffee.This factor gets the highest score obtained, namely 0.44 with a weight of 0.12 and a rating of 3.67.The opportunity factor with the lowest score is the exhibition of agricultural products by related department with a score of 0.25.A good opportunity factor in developing the Coffee Vanilla Product business for Women Farmer Groups in the Forest Area of Senaru is urban lifestyle in consuming coffee.Urban lifestyle in consuming coffee can increase product demand.Currently, consumers, especially young people, are already at the hobby stage of coffee consumption.This lifestyle trend has become increasingly popular in the community.Young people are also quick to accept new things and it's easier to follow the trend of drinking coffee in a coffee shop.This statement is in accordance with previous research which states that consumer age is a personal factor that can influence the decision to buy a product [13][14][15].Consumers tend to prefer coffee products with a distinctive taste for consumption.One of the typical product indicators is a product with processing combined with vanilla.The coffee product processed by the women farmer group Amelyna Senaru is produced using traditional processing.Thus consumers will choose and enjoy consuming this product.The highest threat factor faced in developing the Coffee Vanilla Product business for Women Farmer Groups in the Forest Area of Senaru is the ease of product duplication by competitors which has a score of 0.26 with a weight of 0.10 and a rating of 2.57.The opportunity factor with the lowest score are the new coffee processing SMEs as competitors and the new business sectors that make members prefer other profitable professions with a score of 0.18.The major threat factor in developing the Coffee Vanilla Product business for Women Farmer Groups in the Forest Area of Senaru is the ease of product duplication by competitors.To overcome this, consistency in marketing and maintaining the quality of the product is needed, so that consumers do not switch to competing products.A good brand image will make consumers loyal.The consistency of product quality can be maintained by standardizing the dosage of the product mix so that the quality of the taste that is the hallmark of the product is maintained.In line with previous research, that brand image has an effect on loyalty in purchasing coffee products [16][17][18].In line with research on economic valuation in forest areas [19], coffee and vanilla commodities are the result of farming in forest areas that have high direct economic value.By cultivating coffee and vanilla will provide high income for forest farmers.So it is very suitable if KWT Amelyna Senaru develops a vanilla coffee product business to increase the selling value of its business.

IE Matrix
The function of using the IE Matrix is to find out the current position of business development in Coffee Vanilla Product for Women Farmer Groups in the Forest Area of Senaru.Mapping the position in the business of the Vanilla Coffee product of the Women Farmers Group in the Senaru Forest Area greatly determines the choice of strategy.Based on the IFE matrix analysis, a total score of 2.76 was obtained and a total EFE score of 2.68.
The IE matrix is a unification of the IFE and EFE matrices.These results place the Coffee Vanilla Product for Women Farmer Groups in the Forest Area of Senaru in the cell V position.The hold and maintain strategy is very suitable for cell V.In this area it is very suitable to use product development and market penetration strategies [3].The IE business matrix for Coffee Vanilla Product for Women Farmer Groups in the Forest Area of Senaru can be seen in Figure 1.Efforts to increase the market share of a product or service that previously existed in the target market by way of intensification in marketing is a market penetration strategy [3].Increasing the number of salespeople, extending sales promotion offers, or increasing publicity efforts are efforts to penetrate the market.In increasing the market share of vanilla coffee products, the women farmer group Amelyna Senaru can carry out a strategy by influencing customers to purchase more products and increasing the number of salespeople (distributors).This strategy can be implemented by conducting promotions in sales through social media or extensive sales promotions, for example by providing free additional products for purchasing products in larger quantities.Provision of better services, such as providing sustainable products, consistent quality of the products sold, timely delivery of products, and hospitality provided to customers when buying are other strategies that can be implemented in market penetration.
Careful planning of activities to achieve specific goals in increasing sales by improving and adding something new to existing products or services is a product development strategy [3].Increasing competitiveness is the goal of implementing a product development strategy.The process of differentiating a product can be done by expanding the product line to be sold, through differences in the variety, shape or quality of product packaging.This distinction will have an impact on consumers in product selection variations, so as to make consumers satisfied with their choices.

Conclusions
Factors that play a role in business development at Coffee Vanilla Product for Women Farmer Groups in the Forest Area of Senaru consist of internal factors and external factors.These two factors need to be the main focus for the women farmer group Amelyna Senaru in order to continue to survive in the competition.External factors for business development in Coffee Vanilla Product for Women Farmer Groups in the Forest Area of Senaru are Urban lifestyle in consuming coffee; The end of the covid pandemic; Increase in demand for coffee bean; Development of Information Systems; Exhibition of agricultural products by related department; Changes in consumer tastes towards vanilla coffee products There are other coffee-producing countries; New coffee processing SMEs as competitors; Ease of product duplication by competitors; and new business sectors that make members prefer other profitable professions.Internal factors for business development in Coffee Vanilla Product for Women Farmer Groups in the Forest Area of Senaru are Tourist Destination Areas; Production of selected coffee beans Traditional production process; Innovation in the processing of vanilla coffee; Have partner coffee plantations around the production area; Haven't used a large capacity machine yet; Production schedule planning has not been maximized; The national marketing network has not been reached; There is no assistance in maintaining sustainable coffee and vanilla plants; and Lack of promotion.Business development in Coffee Vanilla Product for Women Farmer Groups in the Forest Area of Senaru in the cell V position.The hold and maintain strategy are the best strategy to used.In this area it is very suitable to use product development and market penetration strategies.

Recommendations
Coffee Vanilla Product for Women Farmer Groups in the Forest Area of Senaru is recommended to anticipate threats and take advantage of opportunities and maximize strengths and minimize existing weaknesses.Coffee Vanilla Product for Women Farmer Groups in the Forest Area of Senaru can take advantage of these internal and external factors in their product marketing mix.For the women farmer group Amelyna Senaru, it is better to implement a strategy of providing production management training and counseling to administrators and members.This strategy can be used to increase the human resources of the Amelyna Senaru women farmer group which will have an impact on the organizational governance of the Amelyna Senaru women farmer group in carrying out good management processes in their business.As well as the Department of Agriculture, North Lombok Regency Cooperatives and Higher Education Institutions, it is hoped that they will continue to support the Amelyna Senaru women farmer group by providing more intensive guidance and training as well as capital assistance and product marketing, so that the Amelyna Senaru women farmer group can develop with the potential of the area they have.

Figure 1 .
Figure 1.IE matrix development strategy of coffee vanilla product for women farmer groups in the forest area of Senaru

Table 1 .
IFE matrix development strategy of coffee vanilla product business for women farmer groups in the forest area of Senaru.

Table 2 .
EFE matrix development strategy of coffee vanilla product business for women farmer groups in the forest area of Senaru.