The Development of Rubber, Coffee and Palm Oil Commodity in South Sumatra, Indonesia using Swot Analysis

The purpose of this research is to re-analyze the internal and external factors that become the strength, the weakness, the opportunities and the threat in implementing the strategy of Rubber, Coffee and Palm Oil commodity development in South Sumatera Province. Analysis tool used with SWOT approach. The results show that the districts/cities in the province of South Sumatra superior commodities rubber, coffee, and oil palm are in the area of aggressive strategy. Factors that become the main force for the land area with high soil fertility.

in South Sumatera Province can compete in the international arena so that will increase exports which is superior from that province with an approach of Strengths, Weaknesses, Opportunities, and Threats. This analysis is based on the ability to find and the environment, so that the strategy can actually be realized from the strength it has and the opportunities it faces. The activities in the SWOT analysis process are to unders tand all information in a case, analyze the situation to find out what issues are going on and decide what action should be taken to solve the problem (Collett, 1999;Rangkuti, 2006;Valeriani & Wardhani, 2015;Wardhani & Valeriani, 2016).
This research refers to Nuga & Asimiea (2015) research in Negeria, Akhtar & Pirzada (2014) in Pakistan, Panca & Anhar (2013) and Wahyudy & Asrol (2015), so it is necessary to re-analyze internal and external factors of strength , opportunities, and threats in implementing the strategy of developing Rubber, Coffee and Palm Oil commodities in South Sumatera Province.

II.
LITERATURE REVIEW Commodities are the main commodities, commercial goods, crops and local handicrafts can be used as export commodities or raw materials which can be classified according to their quality in accordance with international trade standards (F. Rahardi, 2004;Marx, 1895). These commodities or commodities are said to be superior commodities according to Ely (2014) and Lahiani, Nguyen, & Vo, (2013) are potential commodities that are seen as winning a competition with similar products in other regions. Such advantages can be attained due to their high production efficiency due to the high bargaining position of both suppliers, buyers, and high competitiveness to competitors, new entrants, and substitutes.
According to the Directorate General for Regional Development of the Ministry of Home Affairs (1999) the following criteria of commodities are as follows: 1) having prominent and innovative local content in agriculture, industry and services, 2) having high competitiveness in the market, both in terms of quality, (3) Having the characteristic of the region because of the involvement of the local community (local labor), 4) having the guarantee and the raw material content which is sufficiently, stable, and sustainable, 5) Focused on high value-added products, both in packaging and processing, 6) Economically beneficial and beneficial to increase the income and capabilities of human resources and 7) Environmentally friendly, non-destructive to the environment, sustainable and non-destructive to local culture.
International trade is an act of exchange of goods and services made by a resident of a country with a resident of another country on the basis of mutual agreement. International trade is driven by the diversity of resources between countries (Nopirin, 1999). The main factor that is the reason for the country to trade internationally is the difference of resources between countries and each country aimed at achieving economies of scale in production (Krugman, Obstfeld, & Melitz, 2012). Differences between countries that encourage international trade are differences in natural resources, capital resources, labor and technology resulting in differentiation of production efficiency between countries (Halwani, 2002). Foreign trade has a very important role in economic growth and economic development of a country. The growth model developed by Keynes, international trade is one of the variables that affect a country income.
SWOT stands for strengths, weaknesses, opportunities, and threats. Understandings of strengths, weaknesses, opportunities, and threats in the SWOT analysis (Rangkuti, 2006). According to Jurevicius (2013) and Harrison (2010) the SWOT analysis component is: 1) Strenght (S) is strength analysis, situation or condition that is the strength of an organization or company at the moment, 2) Weaknesses (W) is weakness analysis, situations or conditions that are the weakness of an organization or company at this time, 3) Opportunity (O) is the analysis of opportunities, situations or conditions that are opportunities outside an organization or company and provide opportunities for the organization to grow in the future, 4) Threats (T) is threat analysis, how to analyze the challenges or threats that must be faced by a company or organization to deal with a variety of unfavorable environmental factors on a company or organization that causes decline. If not immediately overcome, the threat will be a barrier for a business concerned either in the present or in the future.

III.
METHODOLOGY In order to obtain internal and external factors in developing rubber, coffee and palm oil commodities in South Sumatera Province, descriptive research method is used. The identification of internal and external factors is done by using Internal analysis tool -External Strategic Factor Analysis Summary (IFAS -EFAS), Space Matrix and SWOT Matrix.
The analytical stages in the SWOT are utilizing all data and information in the quantitative models of strategy formulation (Rangkuti, 2006;Coman & Ronen, 2009). SWOT analysis is first done by scanning. The use of some analysis will be better so as to produce a strategy formula that can solve the problems and strategies that are

Analysis of Internal and External Environment
In analyzing the SWOT and strategy of superior product policy, the researcher analyzes each commodity by taking into account internal factors and external factors for internal factors are land availability, commodity quality, skill quality, labor quantity, production scale, product derivation while external factor price, the market, the number of traders, technology, institutions, and infrastructure. Based on the results of surveys, observations, interviews and FGDs, internal environmental analyzes consisting of strengths, weaknesses (Weakness) and external environmental analyzes consisting of opportunities (Opportunities) and threats from the development of superior rubber, coffee, and palm oil products can be seen in Table 1  Some work skills are still low 0,3 2 0, 6 2 Scale production in small-scale districts/cities 0,3 3 0, 9 3 Some quality or quality of coffee is low 0,4 3 1,2 Amount 1,00 2,67 Opportunities 1 Coffee market opportunities in Indonesia in the future is quite bright Institutional support 0,3 3 0, 9 3 The number of suppliers that supply relatively many 0,3 3 0,9 Amount 1,00 3,00 Threats 1 Coffee prices fluctuate and compete with other countries 0,4 3 1,2 2 Technology is still traditional 0,3 1 0, 3 3 Infrastructure is not adequate 0,3 3 0,9 Amount 1,00 2,4 S-W = 3-2,67 = 0,33 O-T = 3 -2,4 = 0,56

Gambar: 3 Diagram Of SWOT Analysis Palm Oil Commodity
Based on the quadrant's location formulation in the Drawing Strategy that is urgent to be implemented in the framework of developing rubber, coffee and palm oil commodities in South Sumatera province in quadrant I (due to its value +) or lies between external opportunities and internal strength and includes into areas of aggressive strategy for that formulation aggressive strategy to develop rubber, coffee and palm oil commodity Table:

 Local and domestic markets are available even in overseas exports
Strategy S-O • Optimizing the available land by replanting the crops in collaboration with the traders who supply the ingredients in the process of the cremation so that it has added value.
• Optimizing Workforce available in the use of technology.
• Increase larger production scale with better-standardized rubber export.

Strategy W-O • Improve quality and synergize with merchants
• Increase product derivatives with good technology based so that the product is in accordance with national and international standards.
• Increase labor skills for the rubber market to penetrate foreign markets created with distinctive features that exist in the region and synergize with related copper like banks, cooperatives, and others. • Improving the quality of the workforce is not only related to the productivity of rubber commodities but in the future, the product of marketing and marketing.  Strategi S-T • Creating rules or policies related to land used and fluctuating coffee prices remain stable or tend to increase despite world market conditions decline. • Strengthening of regional commodity institutions and their marketing and networking • Increased infrastructure such as roads to remote areas in the area, because the plantation is still red so if it rains, it is difficult to enter the area.
Strategi W-T • The product derives not only CPO or cooking oil but more innovative creates a product derivative at an affordable price society. • Product quality is enhanced by institutional strengthening.

• Increased infrastructure
The South Sumatra government should coordinate with regencies and municipalities in relation to the area of rubber commodities despite replanting (rejuvenation) of rubber commodities with a rejuvenation area in 2017 of 14,750 ha, the expansion of this rejuvenation is lower than in 2016 of 19,600 (Ha). The rejuvenation fund is funded by the government such as seed provision, fertilizer, and poison grass. For the supply must be in coordination with the merchant supplying because government funds fall somewhat slowly so that suppliers can supply suppliers with the payment can be done if the fund has been liquid or in other words the debt first. Then the government issued funds on land rejuvenation must also take into account its workforce, from funds launched by the government of 5.6 million used for seeds, fertilizers, and poison grass. The number of available manpower must improve the quality or skill of continuing education in the hope of increasing rubber productivity and can compete with other countries .
Rubber market is not only the raw materials that are exported but the derivative products that have characteristic of South Sumatera province considering South Sumatra are often done an international event.
Increasing the scale was small to large scale with support from the government and the community as well as capital support and cooperation with investors both from within and abroad. For large-scale companies still, maintain or increase production and innovate for expansion as well as create value-added derivative products and increase foreign exchange countries and especially South Sumatra province.
The area of coffee commodity in South Sumatera is the largest coffee area in Indonesia of 15.190 (Ha), but with commodity area is not equal to the increase of the population of Indonesia as well as South Sumatera Province so that every year the available land is limited, long ago, as farmers will use their land to grow crops that produce faster to meet their daily needs. Most of the coffee age in the regency or city in South Sumatra is getting older so it needs replanting gradually It is expected that by replanting the coffee market will increase especially the export and not the famous South Sumatra Province as the biggest coffee producer but the famous is Lampung, whereas the coffee in production by Lampung comes from South Sumatra, therefore there needs to be a policy to improve the management system, the promotion of development.
The institutional strengthening aspect is being improved with strong coordination so that it can assist the government in conducting supervision to run coffee development programs. Where institutional strengthening through the empowerment of farmer institutions to form partnerships by building awareness on farmers with a consciousness of community or group that grows on the basis of the need rather than forced from the encouragement of certain projects. Farmer groups that can run their activities independently become the criteria of advanced or business-oriented farmer groups. Government and private assistance in supporting and facilitating farmer partnership activities to increase cooperation partners in the business network. Through this form of partnership is expected to occur transfer of technology, knowledge, and expansion of information for business development.
Counseling on strengthening the effectiveness of institutional coordination of farmers, farmer institutions became an option to facilitate the government to oversee and coordinate. In Law No.16 of 2006, the institutional function is the container of the learning process, cooperation vehicle, the unit of facilities and production infrastructure, processing unit and marketing, and supporting service unit. Once the importance of institutional coordination to carry out its functions properly, so it takes effect in carrying out its services to each member. Optimizing the number of labor available and cooperating with merchants who supply seeds of production equipment quickly and cheaply.
Oil palm plantations consist of smallholder plantation, state plantation and private plantation with total area owned by South Sumatera Province of 1,064,373 (Ha) so that in Sumatera area of South Sumatera province the largest area of oil palm is third largest after Riau and North Sumatra. This condition has resulted in the fact that South Sumatera Province has wide potential in the development of oil palm commodity. It is also necessary to replant the oil palm plantations since some of the oil palm plantations have been aged 15 years and over, replanting is done gradually (underplating). Besides replanting the land area can be converted to oil palm plantation which is the factor of supply of CPO to the market, because Indonesia is a producer of CPO other than Brazil, Colombia, Cameroon, and others.
During this time the processing of CPO mostly dominated by large investors, because the investment required to build an MCC unit requires a lot of capital. After mobilizing hundreds of billions of rupiah for mega projects of tens of thousands of hectares of oil palm plantations, further integrating CPO processing into it. The result is that CPO processing technology is very capital-intensive, and it is hard to imagine that a palm oil mill can be made as small and as simple as a rice mill. Although the small-scale and even large scale for an oil palm plantation effort institutional role is very important like financial institution (Bank) and nonbank to reach the condition of palm plasma plantation sustainable. From the labor-intensive nature of these plantations, the availability of abundant labor with sufficient and inexpensive skills does not mean they are not obliged to improve science and technology. The era of globalization and the ASEAN Economic Community (MEA) is very important to learn a technology that progresses so rapidly because it will improve the competitiveness of palm oil commodity.

V.
CONCLUSION Results from the SWOT analysis of leading commodities rubber, coffee and palm oil in the districts/cities in South Sumatra are in areas of aggressive strategies that mean short-term or quick to make changes to these commodities. Factors that become the main force for the land area with high soil fertility. While the weakness factor is the quality of commodity productivity is still relatively low, skilled labor is low then the factor of the opportunity of the many traders who supply the commodity, the threat factor of rubber commodity inflated rubber price and inadequate infrastructure.
Strategies that are in the short term or rapidly done optimize the available land by replanting the plant back so that market opportunities increase. The scale of production is enhanced to a greater extent by institutional strengthening. Then the amount of manpower available is much improved and applying appropriate technology by training the workforce.