Marketing Strategy Formulation for Poultry Business Stability: Case Study of CV Kuda Hitam Perkasa
DOI:
https://doi.org/10.29407/3ybns091Abstract
Research aim: This research aims to analyze the marketing strategy implemented by CV Kuda Hitam Perkasa in maintaining business stability in the poultry industry.
Design/Method/Approach: This study uses a qualitative descriptive approach with data collection through interviews, observations, and documentation. The analysis employs Internal Factor Evaluation (IFE), External Factor Evaluation (EFE), and SWOT analysis.
Research Finding: The results show that CV Kuda Hitam Perkasa has strong internal capabilities supported by business experience and a wide distribution network. The SWOT analysis indicates that the appropriate strategy is to optimize distribution networks and improve marketing strategies to capture market opportunities.
Theoretical contribution/Originality: This study contributes to the development of strategic management literature in agribusiness, particularly in the poultry sector.
Practical/Policy implication: The findings provide practical insights for poultry entrepreneurs in developing effective marketing strategies to maintain business sustainability.
Research limitation: This research focuses on a single case study, which may limit generalization to other poultry businesses
Keywords:
Marketing Strategy, Poultry Business, SWOT Analysis, IFE Matrix, EFE MatrixDownloads
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