Analisis Strategi Pengembangan Kemasan Telur Ayam pada PT QL Agrofood

Abstract

Telur ayam merupakan komoditas pangan yang rentan mengalami kerusakan selama proses distribusi, terutama akibat kemasan yang kurang optimal, sehingga berdampak pada rendahnya minat beli di pasar tradisional. Penelitian ini bertujuan merumuskan strategi pengembangan kemasan telur ayam di PT QL Agrofood untuk meningkatkan daya saing dan efisiensi pemasaran. Metode yang digunakan meliputi analisis SWOT, QSPM, dan evaluasi persepsi konsumen menggunakan pendekatan VIEW, serta analisis finansial yang mencakup perbandingan harga pokok produksi, laba, R/C ratio, MBCR, dan BEP. Hasil penelitian menunjukkan bahwa pengembangan kemasan baru dan pemanfaatan WhatsApp Business mampu meningkatkan permintaan sebesar 15,36% di segmen wet market, menekan tingkat kerusakan produk, serta meningkatkan laba dari Rp17,4 miliar menjadi Rp35,7 miliar. Profit margin naik dari 11,38% menjadi 18,21%, R/C ratio meningkat dari 1,13 menjadi 1,22, nilai MBCR mencapai 1,74, dan titik impas tercapai pada penjualan 43.365 kg atau Rp1,2 miliar.

Chicken eggs are a food commodity that is susceptible to damage during distribution, especially due to suboptimal packaging, which has a negative impact on consumer interest in traditional markets. This study aims to formulate a packaging development strategy for chicken eggs at PT QL Agrofood to enhance competitiveness and marketing efficiency. The methods employed include SWOT analysis, QSPM, and consumer perception evaluation using the VIEW approach, as well as financial analysis covering production cost comparisons, profit, R/C ratio, MBCR, and BEP. The results of the study indicate that the development of new packaging and the use of WhatsApp Business can increase demand by 15,36% in the wet market segment, reduce product damage rates, and increase profits from Rp17,4 billion to Rp35,7 billion. The profit margin increased from 11,38% to 18,21%, the R/C ratio improved from 1,13 to 1,22, the MBCR value reached 1,74, and the break-even point was achieved at sales of 43.365 kg or Rp1,2 billion.