The Business Strategies during Covid-19 Pandemic

A Case Study at Unggas Bersama Sentosa Perkasa (Ltd.) Bondowoso Branch

Abstract

Broiler chicken partnerships have been in decline since 2019. Businesses that provide broiler chicken supplies to the public have grappled with decreased prices in the market so that they do not reach the stability of the production cost, leading to losses that continue to persist until 2020. Over time, losses remain until 2020, causing the difficulties in growing due to the existence of Covid-19, which limits the space for sales to move so that income is not maximized. One of the partnerships that is engaged in providing broiler chickens is Unggas Bersama Sentosa Perkasa (Ltd.), Bondowoso Branch (UBSP Ltd.). The purpose of this study is to describe the implementation of the business strategies of UBSP (LTD.) Bondowoso Branch during the Covid-19 period. This research was conducted from August 2020 to January 2021. The research approach was qualitative phenomenological research. The results portrayed the competitive advantage of UBSP (Ltd.), Bondowoso Branch, in the PI bonus offer given to farmers compared to other partnerships or competitors. This makes farmers more interested in joining the company so that the company still gets farmers’ trust to maintain continuous production.

 Keywords: Partnership, business strategies, competitive advantage, Covid-19