Strategi Pengembangan Bisnis Perusahaan Hatchery Ayam Broiler di Sulawesi Selatan

Abstract

Chicken is the most affordable alternative to meat protein. The level of consumption of chicken meat in Indonesia in 2020 is below that of Malaysia, Vietnam and the Philippines OECD (2021). Fulfillment of chicken meat consumption is supported by broiler chicken production, followed by demand for DOC (Day-Old Chick). The population of broiler chickens in Indonesia is uneven, dominated by Java Island, while the Eastern Indonesia Region is still far below other regions (BPS 2022). The structure of the broiler industry is dominated by almost 85% of large-scale businesses integrated with Forward integration controlling distribution channels in the live chicken market and the chicken processing market. Production efficiency from this integration activity creates a competitive advantage that is difficult for small and medium scale companies to compete with if they do not develop their business, one of which is PT XYZ. This study aims to identify the direction of business development and determine the right priority strategy to develop PT XYZ's business and describe the driving forces and restraining forces of the selected strategy implementation. This study uses Porter's five forces to analyze industrial competition conditions which are evaluated with the EFE matrix, internal environmental analysis uses Value Chain Analysis (VCA) which is evaluated with the IFE matrix, analysis of company position with the IE matrix, SWOT analysis to generate alternative strategies, Fuzzy ANP analysis. to produce the selected priority strategies, and FFA to determine the implementation steps of the recommended strategies The results of the study show that the current business position is in the Grow and Build category, business development can lead to market penetration to increase market share and forward integration to meet consumer needs. The best strategy that has the highest linkage value is the SO₂ strategy, which is to increase consumers and partnerships. The implementation of this strategy has a greater driving force than its obstacles. Managerial implications that can be carried out by PT XYZ are creating innovation programs that focus on customer oriented and excellent service, evaluating marketing performance on a regular basis based on KPIs, as well as conducting publications and promotions to encourage product purchases.