Analisis strategi pengembangan usaha peternakan ayam kampung (studi kasus Kapas Farm Kabupaten Jember)

Abstract

Kapas Farm Free-Range Chicken Farm, located in Sukamakmur Village, Ajung District, Jember Regency, specializes in hatching and breeding Kuntara 4 free- range chickens. This study aims to analyze the factors affecting the sustainability of the business and the development strategies for the Kapas Farm chicken farm. The method used is qualitative descriptive research with the Quantitative Strategic Planning Matrix (QSPM) as an analytical tool. The results show that internal factors such as standard quality and the use of incubators, as well as external factors such as partnerships and contracts, significantly influence the development of the farm. The IE Matrix places Kapas Farm in quadrant II, recommending intensive strategies such as market penetration, market development, and product development. The market development strategy has the highest TAS value (6.645), followed by product development (5.959) and market penetration (5.697). SWOT analysis places this farm in quadrant I, indicating that an aggressive growth strategy is highly suitable.