INOVASI STRATEGI PEMASARAN PADA PERTERNAKAN AYAM BROILER PT. BALING BALING BAMBU MENGGUNAKAN ANALISIS SWOT

Abstract

This study aims to formulate innovative marketing strategies for broiler chickens at PT. Baling Baling Bambu using SWOT analysis. The study employs a descriptive research design with a quantitative approach. The quantitative data consist of respondents’ questionnaire scores obtained directly from primary sources. The informans comprise 30 individuals, including the business owner, employees, and customers of PT. Baling Baling Bambu. SWOT analysis was used to formulate innovative marketing strategies for the company’s broiler chicken business. The results indicate that the broiler chicken business at PT. Baling Baling Bambu is positioned in Quadrant I of the Internal–External (IE) matrix, representing a highly favorable situation. The appropriate strategy under these conditions is to pursue an aggressive growth policy through a growth-oriented strategy. This can be achieved by maximizing existing strengths to capitalize on available opportunities while addressing the weaknesses and threats facing the business. This can be achieved by increasing production capacity, expanding marketing networks, utilizing digital technology as a promotional tool, and strengthening partnerships with suppliers and distribution partners. In addition, the company needs to improve operational efficiency and enhance the quality of its human resources to remain competitive and ensure business sustainability. Potential innovative strategies include product innovation, pricing innovation, promotional innovation, and innovation in marketing locations.