ANALISIS PENERAPAN STRATEGI BISNIS TERNAK AYAM BROILER DENGAN PENDEKATAN BUSINESS MODEL CANVAS

This study aims to analyze the broiler chicken business strategy at CV Sumber Rejeki using the Business Model Canvas (BMC) approach to enhance efficiency and competitiveness in the broiler farming industry. The research employs a qualitative approach through interviews, observations, and document analysis. SWOT analysis is used to identify the strengths, weaknesses, opportunities, and threats affecting the business. The findings indicate that the implemented business model has strengths in customer relationships, with a weighted score of 0.58, human resource quality with a score of 0.57, and modern cage facilities with a score of 0.53. The improved business model is designed to address weaknesses by expanding market segments through e-commerce, offering processed chicken products such as nuggets and fillets, and adopting modern technology for operational efficiency. Strategic partnerships are expanded to support distribution and reduce dependence on a single supplier. The implementation of a BMC-based business strategy, aligned with SWOT analysis, enables CV. Sumber Rejeki to increase efficiency, expand its market, and create more stable revenue streams. This makes CV Sumber Rejeki, which operates in the broiler farming sector, more competitive in navigating the ever- changing market dynamics and ensures its sustainability.