STRATEGY INNOVATION BEEF CATTLE FATTENING OF CUPU MANIK MANDIRI

• Main Author: NUGROHO (NIM: 29111345) Pembimbing: Erman A. Sumirat, SE., Ak., M. Buss, SETIADI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/19450
• Institution: Institut Teknologi Bandung

Cattle livestock actually has a potential to growing. Beef cattle business right now still us conventional/traditional ways and in-scale sideline business. If this business is occupied optimally with great investment and modern management, even in the small scale, this business can actually generate huge profit; because the cattle do not only produce meat, but also milk. Cupu Manik Mandiri is a company that engages in agribusiness, especially in the field of cattle. The business scope is on feedlot cattle, beef, and cattle feed. As it known to many types of cow that could be farmed but not all good to be fattening. Cattle that are <br /> <br /> <br /> fattened on the Cupu Manik Mandiri such as limousirahman, simmental, and PO cow.In order to survive in this business Cupu Manik Mandiri makes analysis that will assist in <br /> <br /> <br /> developing the meat business. The analysis conducted using PESTEL Analysis an acronym for Political, Economic, Social, Technological, Environment, Law and Regulations, after that used Value Chain Analysis a linked set of value creating activities. The data used are related to the internal data from Cupu Manik Mandiri and supporting data from literature and other source.Viewed from the analysis, it can be noted that the problem is still dependent to other resources ranchers such as cattle who still have to buy from others and the limited number of cows that can be farmed. On the other hand, the fact that the number of competitors is increasing, besides being viewed as an indicator that the market is in a good condition as well as still not satisfy the needs of beef, these opportunities must be utilized Cupu Manik Mandiri. Therefore, Cupu Manik Mandiri have three option to solve this problem such as corporate level, business level and functional level. From these three choices, the authors <br /> <br /> <br /> chose the corporate level as most appropriate in addressing the problems facing Cupu Manik Mandiri. Strategy at the corporate level there is the expansion of land that will be utilized to increase the number of cows and build a new business unit that is breeding cattle. In addition,Cupu Manik Mandiri also build a slaughterhouse as an addition to the value of the farm.Cupu Manik Mandiri also made innovations in selling meat taking advantage of the high price of meat and benchmarking against RNI about cutting business chain, named Meat Me at Car. Corporate level is done in stages starting from the acquisition land for a new cowshed which took 4 months, followed by the manufacture of slaughterhouses which took 5 months and Meat Me at Car that takes 2 months. After that, the feasibility analysis conducted on beef cattle to determine the feasibility of the business and to determine the Net Present Value,Internal Rate of Return, Net Benefit Cost Ratio and Payback Period of the beef cattle business. From the feasibility analysis obtained Net Present Value Rp18.159.862.426, IRR 38%, PP 3 year, and Net B / C 11.