ANALISIS SWOT SEBAGAI DASAR TERCIPTANYA BLUE OCEAN STRATEGY BAGI PETANI KARET DI KABUPATEN BANJAR

Abstract

Lots of rubber farmers in Banjar district act not only as farmers, but also play a great role in natural rubber processing, especially in the RSS (Ribbed Smoked Sheet) processing. They have to compete in a high competitive market, and as it is already known, there is no company that would always win. So in order to improve the rubber farmers’ success rate, an approach is then needed. This approach must be able to be used to understand the rubber farmers’ characteristics, which then are going to be utilized to face all kinds of challenges and competitions. The approach is called the SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis. SWOT analysis is a method that is used to analyze both internal and external factors, and use them to create strategic steps that can be used to optimize a business, so that the business can be more profitable in spite of all the competition. The factors obtained from the SWOT analysis can later be learned and applied as the basis for the four steps framework of the Blue Ocean Strategy. These factors will then be reconstructed by erasing, reducing, increasing, and creating them; so that in the end, the rubber farmers will only have the most valuable or beneficial factors that can be used for their future progress. The results from the SWOT analysis that has been done in the rubber farm companies in Martapura have pointed out several internal and external factors. From all of those factors, several of them, which are often used by the rubber farmers in Martapura in competition and investment events were then taken, and were included in the Blue Ocean Strategy canvas. A Blue Ocean Strategy canvas is used to summarize a factual situation in a known market. This enables the company to understand the ongoing competition and the factors that will be used by the rubber farmers in Martapura in the competition. The potency of the natural rubber in South Kalimantan will be even better in the long term, in parallel with the increasing number of rubber farms in South Kalimantan, as well as the increase in the world demand for natural rubber. With the Blue Ocean Strategy, the rubber farmers in Martapura can create new factors that they have not used, in order to improve their advantage. This strategy can also increase the value of their factors which might not have a good impact for them, to a level where all of those factors can be optimized and used to help the growth of the rubber industry.