Strategi Pemasaran Ayam Ras Petelur Ud. Arjuna Di Desa Kambingan Kecamatan Tumpang Melalui Analisis SWOT

Abstract

Abstract

 

This study aims to analyze the marketing strategy of laying hens at UD. Arjuna in the village of Kambingan, district Tumpang through SWOT analysis. SWOT analysis is used to determine the strengths, weaknesses, opportunities and threats of laying hens in UD. Arjuna. Collecting data using observation, interview and documentation techniques. The method used is a qualitative descriptive method. The results of the SWOT analysis can be seen that the internal factors that are the main strengths are being in the village and having good quality at an affordable price as well as having capital and land for development. The disadvantages are that they do not have a neat activity report and financial management, do not have a modern cage and do not carry out promotions. Internal factors that become opportunities are high market demand, public awareness of nutritional needs that are starting to become high, no promotions from competitors and having easy, fast and precise access to communication and information. The main threats are frequent disease and fluctuations in feed prices, DOC prices, fuel prices and egg prices. Based on the SWOT quadrant UD. Arjuna is in quadrant I This position shows that UD. Arjuna is in stable condition, UD. Arjuna has very high power and opportunity. The strategy that must be implemented is a Progressive strategy, meaning UD. Arjuna is in an optimal and stable state so that it is possible to continue to grow, develop, and achieve progress. A suitable strategy applied by UD. Arjuna S-O By taking advantage of the advantages and disadvantages.

 

Keywords: Marketing Strategy, laying hens, SWOT analysis