COMPETITIVENESS ANALYSIS OF CHICKEN BROILER POULTRY FARM IN DEALING WITH SUPERMARKET ACCEPTNESS CRITERIA

• Main Author: PRADISTIANA OCTAVIANDA - NIM: 21316007 , REGINA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/30291
• Institution: Institut Teknologi Bandung

<p align="justify">People consumption of broiler chickens increased over time, making broiler chickens into a strategic business sector. However, the growth of this bussiness has not been accompanied by efforts to improve competitiveness (internal and external), and also a good marketing strategy. Supermarkets is one of the modern markets that sell broiler chicken meat with acceptance criteria which not yet known by breeders. To assess the strength of competitiveness of broiler chickens in dealing the criteria of supermarket acceptance, data from farmers, supermarkets and government levels are needed. The method used by quantitative survey with data collection through interview, questionnaire and observation. The sample at the farmer level, chosen purposively, three livestock companies that have different business pattern of independent, close-house, makloon, and core-plasma farm. Data obtained include effectiveness level (%), efficiency (Performance Index), competitiveness position in Porter model and business feasibility level (NPV, IRR, PI, PP), social and environment, and level of achievement criteria of broiler product acceptance in supermarket using gap analysis (%). The results show that the cumulative results of independent livestock companies, makloon, and partnership are effective (> 90%) and efficient (> 300), socially appropriate (71.4%), and environmently quite feasible (57,8%) at the capacity of 25,000-500.000 chickens. The strongest competitiveness position of the three business types lies in the bargaining power of suppliers with each value of 4.40; 4.67; and 4.50, and the position of the weakest strength lies in the threat of new arrivals with a value of 2.33; 2.67; and 3.30. In terms of threat of substitution goods, three types of bussines position is quite strong, because it is supported by broiler chicken consumption (56% higher than other meat). Obtained criteria of supermarket acceptance include biophysical, biochemical, quantity, continuity, consistency, facility, certifified, and commitment. Based on the level of effectiveness, efficiency, economic feasibility, social and environmental, and the level of achievement of supermarket acceptance criteria, the competitiveness of broiler chicken business in West Java is strong, so it can be marketed in supermarkets. This is proven through a supermarket demand that is 100% filled with local broiler chicken products in West Java. But the high competitiveness is more supported by the makloon poultry. Need strong support for the independet poultry which is very potential to produce a good quality ofs broiler chicken.<p align="justify"> <br /> <br />