Evaluasi Strategi Bisnis Pada Rumah Potong Unggas Sauyunan Menggunakan SWOT dan QSPM

Abstract

The broiler chicken industry faces increasingly fierce competition as chicken consumption in Indonesia rises, requiring poultry slaughterhouses (RPU) to adopt adaptive business strategies. RPU Sauyunan in Bandung City has experienced a decline in turnover and instability in the supply of live chickens, which has impacted operational efficiency. This study aims to evaluate the business strategy of the Sauyunan SPS and determine priority strategies to improve the company's competitiveness. The methods used are SWOT analysis to identify internal and external factors, and the Quantitative Strategic Planning Matrix (QSPM) to determine the main strategies. Data were obtained through in-depth interviews and documentation studies. The results of the study show that RPU Sauyunan has advantages in terms of hygienic product quality and competitive prices, but still faces weaknesses in supplier dependence and an operational system that is not yet optimal. The QSPM results show that the recommended priority strategy is the Operational Improvement Strategy, which focuses on improving operational efficiency to strengthen the company's competitiveness. Keywords: business strategy, SWOT, QSPM, broiler chicken, supplier