The adaptation strategy of PT Charoen Pokphand Indonesia (Food Division) in facing the dynamics of the processed chicken industry

Authors

  • Dyah Ayu Paramitha School of Business, Insitut Pertanian Bogor, Bogor, West Java

DOI:

https://doi.org/10.55324/ijoms.v3i9.901

Keywords:

adaptation strategy, food division, chicken industry

Abstract

This study aims to identify the current business model of PT Charoen Pokphand Indonesia (Food Division), analyze internal and external business environmental factors affecting it, and design a new business model to adapt to the competition in the processed chicken industry in Indonesia. This study uses nonprobability sampling method with purposive sampling technique to select respondents, selected based on special expertise and knowledge in the field studied. This research uses data processing and analysis techniques involving mapping the company's business model into 9 elements of the business model canvas (BMC) and formulate adaptation strategies and develop new business models with a blue ocean strategy perspective through a framework of four actions: elimination, subtraction, improvement, and addition. The SWOT analysis revealed that CP FOOD's strengths lie in its value proposition, while weaknesses are in its marketing activities. The research will provide input and advice for future strategies and serve as a reference for academics to develop strategies for increasing competitiveness in the processing chicken industry.

References

BPS. (2022). Berita Resmi Statistik.

David, F. R., & David, F. R. (2017). Strategic management: concepts and cases: A competitive advantage approach. Pearson.

Hasbi, A. R. (2019). Preferensi Konsumen dalam Keputusan Pembelian Produk Nugget Ayam di Kota Palopo. AGROVITAL?: Jurnal Ilmu Pertanian, 4(1). https://doi.org/10.35329/agrovital.v4i1.317

Kim, W. C., & Mauborgne, R. (2005). Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Inrelevant. Harvard Business School PR.

Kotler, P., & Keller, K. L. (2016). A framework for marketing management. Pearson Boston, MA.

Osterwalder, A., & Pigneur, Y. (2016). Business Model Generation. PT Elexmedia Komputindo.

Pearce, J. A., & Robinson, R. B. (2013). Manajemen Strategis: Formulasi, Implementasi, dan Pengendalian (Trans. Sari, N. P.). Salemba Empat.

Prastiwi, W. D., Santoso, S. I., & Marzuki, S. (2017). Preferensi dan persepsi konsumsi produk nugget sebagai alternatif konsumsi daging ayam pada masyarakat di kecamatan Secang kabupaten Magelang. AGROMEDIA: Berkala Ilmiah Ilmu-Ilmu Pertanian, 35(1).

Putri, D. M. (2016). Pengaruh Bauran Pemasaran Terhadap Kepuasan dan Loyalitas Konsumen Chicken Nugget Fiesta di Kota Bekasi [Undergraduate Thesis]. Institut Pertanian Bogor.

Qistiya, O., Turgarini, D., & Sudono, A. (2017). Strategi Pengembangan Bisnis Dalam Upaya Meingkatkan Penjualan Di Café District 29. Jurnal Manajemen Resort Dan Leisure, 14(1).

Ramadhanti, A. (2020). Strategi Pengembangan Bisnis Pada Thrift’s Trove. Jurnal Ilmiah Mahasiswa FEB, 8(2).

Razak, A. (2019). Strategi Pengembangan Bisnis di Saung Angklung Udjo, Bandung [Undergraduate Thesis]. Institut Pertanian Bogor.

Rusman, R. F. Y. (2019). Analisis Bauran Pemasaran pada Produk Chicken Nugget Merek So Good di Kecamatan Tamalanrea Makassar. Jurnal Peternakan Lokal, 1(2).

Susanto, S. (2020). E-COURT AS THE PREVENTION EFFORTS AGAINST THE INDONESIA JUDICIAL CORRUPTION. Yustisia Jurnal Hukum, 9(1). https://doi.org/10.20961/yustisia.v9i1.41127

Usmiati, S., & Priyanti, A. (2012). Sifat Fisiko kimia dan Palatabilitas Bakso Daging Kerbau. Lokakarya Nasional Usaha Ternak Kerbau Mendukung Program Kecukupan Daging Sapi Nasional. Lokakarya Nasional Usaha Ternak Kerbau Mendukung Program Kecukupan Daging Sapi.

Downloads

Published

2024-06-25