PROPOSED BUSINESS STRATEGY OF JAGO KANDANG IN WEST JAVA FOR NEW PRODUCT DEVELOPMENT AND INCREASING MARKET PERFORMANCE

• Main Author: Octarianda Audisi, Dwicki
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/54073
• Institution: Institut Teknologi Bandung

Jago Kandang is a business that is engaged in animal husbandry for sheep and goat commodities, and livestock processed products. So far, the movement of business in the livestock sector is identical to conventional business systems. Therefore, Jago Kandang has the aim to incorporate elements of modernization in the livestock business system. The research that has been carried out aims to find out the right business strategy for Jago Kandang to develop new products and how Jago Kandang applies the proposed strategy to increase market performance. SWOT analysis produces business strengths and weaknesses based on internal analysis using the STP Analysis and the company’s Business Model Canvas. The company's strengths are having a supplier of quality livestock breeds, livestock maintenance uses a semi-enclosure system to improve the quality of livestock, and being able to produce quality livestock and livestock processed products. The company’s weaknesses are the market reach is still not widespread and the lack of supporting media for promotion. Besides, the SWOT analysis also generates business opportunities and threats based on external analysis using Consumer Analysis and Competitor Analysis. The company’s opportunities are business development in terms of sales and can give a new touch to the business movement in the animal husbandry world. The company’s threats are the dominance of large-scale farms which have an impact on business movements in the animal husbandry world and the emergence of competitors from their relations. The research was continued by using the TOWS matrix, the New Product Development method, and the development of the Marketing Mix. Jago Kandang determined an implementation plan to increase the market performance of the Jago Kandang business as the main objective of this research. The implementation plan will be carried out by providing online-based media services such as applications, e-commerce accounts, websites, and social media, which aims to increase awareness and provide convenience for consumers. Then, conduct a partnership system with agencies, restaurants, supermarkets, middle-men, and even collaborate with competitors to improve market performance and improve product quality. Furthermore, making business and product legality recognized by the Indonesian government. The last, increasing brand awareness with the endorsement from Indonesian influencers, which can change the perspective of consumers. The recommendations for the company in the future are related to large-scale business development. Jago Kandang is a very promising business, especially business for primary needs. For example, building a new cage outside the cities of Bandung and Sumedang which aim to increase the livestock population and reach a wider market. However, this can be done when Jago Kandang has a strong business foundation and mentality for large-scale business expansion.