relation: https://eprints.untirta.ac.id/44947/
title: STRATEGI PEMASARAN AYAM POTONG PADA  “RUMAH AYAM SERANG”
creator: Saputro, Ardianto
subject: S Agriculture (General)
subject: SF Animal culture
description: Indonesia's population growth continues to increase every year, causing an increase in food demand, especially poultry meat which is a source of animal protein. A study conducted at “Rumah Ayam Serang”, a local poultry slaughterhouse located in Cilampang, took place from October 2022 to October 2023. Established by Mr. Yahid Yoshua in 2019, data collection showed that Rumah Ayam Serang has yet to reach its sales target. The data that has been collected, analyzed using SWOT and QSPM. The results showed that the main strength lies in complete licensing and halal certification, with a score of 0.388. The main weakness is brand identity that is not supported by product packaging, with a score of 0.095. The main opportunity is the large restaurant sector, fast food and local restaurants, with a score of 0.545, while the main threat is animal diseases, with a score of 0.106. The IE matrix is in quadrant I, which indicates strong internal capabilities and strong external opportunities. Based on the SWOT analysis and QSPM, six alternative marketing strategies are proposed, two of which are: 1) Utilizing halal certificates, complete slaughter chicken products and production facilities as the company's main selling points and 2) Opening new marketing channels through e-commerce and internet marketing such as Facebook/Instagram.
date: 2024
type: Thesis
type: NonPeerReviewed
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identifier: https://eprints.untirta.ac.id/44947/1/Ardianto%20Saputro_4441200195_Fulltext.pdf
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identifier: https://eprints.untirta.ac.id/44947/3/Ardianto%20Saputro_4441200195_02.pdf
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identifier: https://eprints.untirta.ac.id/44947/4/Ardianto%20Saputro_4441200195_03.pdf
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identifier: https://eprints.untirta.ac.id/44947/5/Ardianto%20Saputro_4441200195_04.pdf
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identifier: https://eprints.untirta.ac.id/44947/6/Ardianto%20Saputro_4441200195_05.pdf
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identifier: https://eprints.untirta.ac.id/44947/8/Ardianto%20Saputro_4441200195_Ref.pdf
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identifier: https://eprints.untirta.ac.id/44947/7/Ardianto%20Saputro_4441200195_Lamp.pdf
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language: en
identifier: https://eprints.untirta.ac.id/44947/9/Ardianto%20Saputro_4441200195_01.pdf
identifier:   Saputro, Ardianto  (2024) STRATEGI PEMASARAN AYAM POTONG PADA “RUMAH AYAM SERANG”.  S1 thesis, Universitas Sultan Ageng Tirtayasa.