The SWOT Analysis of Chicken Eggs Marketing Strategy in Konda District South Konawe Regency During the Covid-19 Pandemic

Muhammad Fiqram Al Yasir, Bahari Bahari, Munirwan Zani

Abstract


This study aims to determine internal factors, external factors and alternative marketing strategies during the Covid-19 pandemic. This research was carried out in Lalowiu Village, Konda District, South Konawe Regency, from August 2021 to April 2022. The object of this research is Livestock Core Business using the case study method. The research analysis used quantitative descriptive analysis and SWOT analysis. The data used in this study are primary data and secondary data. The data collection technique used was interviews and recording. The results showed that the Livestock Core Business internals included transportation equipment, affordable egg prices, sources of capital, and location far from the market. And the external factors of the Livestock Core Business include; having retail customers in several places, being readily accepted in the market, many competitors, expensive feed resources, and road access. The strategy to market broiler eggs, namely the SO strategy, consists of increasing production and expanding and maintaining the existing market. ST strategy consists of increasing product quality and quantity and improving packaging. The WO strategy consists of adding human resources. The WT strategy includes adding partners in nearby cities and making organic feeds.


Keywords


chicken eggs; marketing strategy; SWOT

Full Text:

PDF

References


Agustian, A., Perdana, R. P., & Rachman, B. (2020). Strategi Stabilisasi Harga Pangan Pokok pada Era Pandemi Covid-19.

BPS. (2020). Hasil Sensus Penduduk 2020. Badan Pusat Statistik Sulawesi Tenggara.

DJ, Y. R. (2018). Pengaruh Faktor Kebersihan, Penerangan dan Peralatan Produksi Terhadap Produktivitas Karyawan pada Cv Sinar Badja Electric di Surabaya. Jurnal Penelitian Ilmu Manajemen, 3(3), 815-822. https://doi.org/10.30736/jpim.v3i3.199

Dr. Ir. Hj. Apiaty Kamaluddin, M. S. (2017). Administrasi Bisnis. SAH MEDIA.

Gulla, R., Oroh, S. G., & Roring, F. (2015). Analisis Harga, Promosi, dan Kualitas Pelayanan terhadap Kepuasan Konsumen pada Hotel Manado Grace Inn. EMBA, 3(1), 1313-1322. https://doi.org/10.35794/emba.3.1.2015.8297

Jalaludin, E. (2021). Mempertahankan Kinerja Karyawan di Tengah Pandemi Covid-19. JBBE, 14(1), 131-152. https://doi.org/10.46306/jbbe.v14i1

Kadir, A. (2006). Transportasi: Peran dan Dampaknya dalam Pertumbuhan Ekonomi Nasional. Jurnal Perencanaan & Pengembangan Wilayah WAHANA HIJAU, 1(3), 121-131.

Khairad, F. (2020). Sektor Pertanian di Tengah Pandemi COVID-19 Ditinjau dari Aspek Agribisnis. Jurnal Agriuma, 2(2), 82-89. https://doi.org/10.31289/agr.v2i2.4357

Leondro, H., & Astuti, D. P. P. (2017). Analisis Strategi Pemasaran Telur Ayam Ras di Peternakan Bapak Andika Desa Ngadireso Kecamatan Poncokusumo Kabupaten Malang. Jurnal Sains Peternakan, 5(1), 29-38. https://doi.org/10.21067/jsp.v5i1.3135

Maulana, A. S. (2016). Pengaruh Kualitas Pelayanan dan Harga terhadap Kepuasan Pelanggan PT.TOI. Jurnal Ekonomi, 7(2), 113-125.

Muliati, N. K. (2020). Pengaruh Perekonomian Indonesia di Berbagai Sektor Akibat Corona

Virus Disease 2019 (Covid-19). Widya Akuntansi dan Keuangan, 2(2), 78-86. https://doi.org/10.32795/widyaakuntansi.v2i2.874

Murdani. (2018). Analisis Faktor-Faktor yang Mempengaruhi Permintaan Konsumen terhadap Telur Ayam Ras di Desa Tambon Baroh Kecamatan Dewantara Kabupaten Aceh Utara. Agrifo, 3(1), 10-16. https://doi.org/10.29103/ag.v3i1.674

Nurkholis. (2013). Pendidikan dalam Upaya Memajukan Teknologi. Jurnal Kependidikan, 1(1), 24-44. https://doi.org/10.24090/jk.v1i1.530

Prasetya, N. R., & Putro, S. (2019). Hubungan Tingkat Pendidikan dan Umur Petani dengan Penurunan Jumlah Rumah Tangga Usaha Pertanian Sub Sektor Tanaman Pangan di Desa Meteseh Kecamatan Boja Kabupaten Kendal Edu Geography, 7(1), 47-56. https://doi.org/10.15294/edugeo.v7i1.30134

Purwaningsih, D. L. (2014). Peternakan Ayam Ras Petelur di Kota Singkawang. Jurnal Online Mahasiswa Arsitektur Universitas Tanjungpura, 2(2), 74-88. https://doi.org/10.26418/jmars.v2i2.8211

Putri, N. M. D. M., & Jember, I. M. (2016). Pengaruh Modal Sendiri dan Lokasi Usaha Terhadap Pendapatan Usaha Mikro Kecil Menengah (UMKM) di Kabupaten Tabanan (Modal Pinjaman sebagai Variabel Intervening). JEKT, 9(2), 142-150. https://doi.org/10.30736/jpim.v3i3.199

Putri, R. N. (2020). Indonesia dalam Menghadapi Pandemi Covid-19. JIUB, 20(2), 705-709. https://doi.org/10.33087/jiubj.v20i2.1010

Radissa, V. S., Wibowo, H., Humaedi, S., & Irfan, M. (2020). Pemenuhan Kebutuhan Dasar Penyandang Disabilitas pada Masa Pandemi Covid-19. Jurnal Pekerjaan Sosial, 1(3), 61-69. https://doi.org/10.24198/focus.v3i1.28735

Rahmawati, Y. O., Kusniawati, A., & Setiawan, I. (2019). Pengaruh Customer Reationship Managemet dan Kualitas Pelayanan Terhadap Loyalitas Konsumen Sepeda Motor Yamaha (Studi Pada Konsumen Bahana Ciamis). Business Management and Entrepreneurship Journal, 1(4), 102-115.

Samun, S., Rukmana, D., & Syam, S. (2011). Partisipasi Petani dalam Penerapan Teknologi Pertanian Organik pada Tanaman Stroberi di Kabupaten Bantaeng. 1-12.

Saputri, A. D. (2021). Pengaruh Biaya Produksi Terhadap Pendapatan Usaha Peternakan Ayam Ras Petelur di Kab. Blitar Sebelum dan Selama Masa Pandemi Covid- 19 Tahun 2020.

Sari Juliasty, S. P. (2009). Cerdas Mendapatkan dan Mengelola Modal Usaha. BALAI PUSTAKA.

Setiawati, T., Afnan, R., & Ulupi, N. (2016). Performa Produksi dan Kualitas Telur Ayam Petelur pada Sistem Litter dan Cage dengan Suhu Kandang Berbeda. Jurnal Ilmu Produksi dan Teknologi Hasil Peternakan, 4(1), 197-203. https://doi.org/10.29244/4.1.197-203

Sukendra, D. M. (2015). Efek Olahraga Ringan pada Fungsi Imunitas terhadap Mikroba Patogen : Infeksi Virus Dengue. Jurnal Media Ilmu Keolahragaan Indonesia, 5(2), 57-65. https://doi.org/10.15294/miki.v5i2.7890

Wenny Mamilianti, S., MP. (2012). Kajian Pemasaran Telur Ayam di Kecamatan Sukorejo Kabupaten Pasuruan. Agromix, 3(1), 75-87. https://doi.org/10.35891/agx.v3i1.749




DOI: http://dx.doi.org/10.37149/bpsosek.v24i1.24855

Refbacks

  • There are currently no refbacks.


Bookmark and Share


Copyright (c) 2022 Buletin Penelitian Sosial Ekonomi Pertanian Fakultas Pertanian Universitas Haluoleo

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Published by Jurusan Agribisnis Fakultas Pertanian Universitas Halu Oleo

© BPSosek, p-ISSN: 1410-4466 | e-ISSN: 2656-4270 | DOI: Prefix 10.33772 and 10.37149 by Crossref

Creative Commons Licenseis licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

View My Stats