Business strategy of laying hens towards new normal era

Abstract

This study aims for a deep understanding of the business strategy of layer chicken farms during the new normal era in Bali. The expected output in this study focused on the establishment of strategic recommendations that apply to layer chicken farms within Bali to raise the production as well as overcome the challenges during the new normal era new normal. 134 respondents were involved, which consists of 80 consumers, 48 livestock farmers, and 6 experts. Results of IFE-EFE analysis showed that the value of an internal factor is 3.72 and external factor is 2.73 which determine that the business of layer chicken farm is in quadrant IV in matrix IE and categorized group of growth and build strategy. Seven business strategies could be recommended to the farmers in Bali during this new normal era, namely; 1) applying digital marketing; 2) implementation of laying chickens information system (abbreviated as SIAP in Bahasa Indonesia); 3) socialization and empowerment in utilizing e-commerce; 4) collaborating with livestock platforms; 5) training and mentoring for the public regarding a business opportunity in an egg-based product; 6) forming industry cluster of laying chicken farms; 7) development of livestock cooperative.

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