Analisis Strategi Pengembangan Usaha Ayam Potong Dengan Pendekatan SWOT (Studi Kasus Pada UD. 28 Broiler Di Kota Metro)

Abstract

In an effort to develop a business, there are a number of tasks and steps that must be taken to
achieve optimal business opportunities and maintain competitiveness in the market. The
broiler business is one example of a promising business that has good potential in the
business world, this can be seen from the continuous increase in demand. The purpose of this
study was to determine the development strategy of broiler business by identifying related
matters in internal factors including strengths and weaknesses, as well as external factors
including opportunities and threats. This research uses qualitative methods, with data
collection techniques carried out by interviewing business owners and observation. The data
obtained was analyzed using SWOT which includes IFAS, EFAS, IE matrix and SWOT matrix
methods. The results of this study indicate that UD. 28 Broiler is in quadrant 2, where in this
quadrant it is required to carry out a diversification strategy that requires the Company to
make changes by changing or expanding the product range, in order to close weaknesses and
take advantage of existing opportunities.