THE DEVELOPMENT STRATEGY OF NATIVE CHICKEN (AYAM KAMPUNG) INDUSTRY IN JEMBER REGENCY USING SWOT ANALYSIS

Abstract

The aim of the study to analyze the strengths, weaknesses, opportunities, and threats (SWOT) to
develop strategy of native chicken (ayam kampung) industry in Jember Regency. The study was
conducted from April to October 2016. The method was descriptive analysis method, using
questionaires, interviews, and observations. Methods of data analysis using the SWOT analysis
were used to identify the internal environmental factors (strengths and weaknesses) and
external environmental factors (opportunities and threats) areas, internal-external (IE Matrix),
and SWOT Matrix. The result was then drawn in the quadrant analysis of SWOT and
interpreted in the SWOT matrix show the position and alternative strategies that can be run.
The result showed that internal identified total score was 0.441 and external identified total
score was 0.0897. The development strategy native chicken (ayam kampung) by aggressive
growth strategy in quadrant I. Strategy that can be used is maintaining on going activities
however its quantity and quality remains developed. There are five alternative strategies
resulted to develop native chicken (ayam kampung) industry in Jember Regency and the
priority strategy is to optimize the role of agribusiness subsystem.