ANALISIS NILAI TAMBAH PADA AYAM BROILER YANG DIJUAL HIDUP DAN DIJUAL KARKAS (Studi Kasus pada RPA CV. Cendana)

This study aims to analyze the added value generated from broiler chicken businesses, specifically comparing live chickens and carcass products at the Chicken Slaughterhouse (RPA) CV. Cendana on Lombok Island. The research employs an added value analysis and SWOT analysis approach to identify internal and external factors influencing business development. Primary data were collected through interviews, observations, and documentation involving the owner and employees of the slaughterhouse, while secondary data were obtained from literature and company records. The findings indicate that processing live chickens into carcasses provides significant added value, with profit margins increasing through production and distribution efficiency. The SWOT analysis reveals that CV. Cendana’s main strengths lie in its strategic location, high-quality halal and hygienic products, and a solid business reputation. However, limitations in equipment and production capacity remain internal challenges, while a broad market opportunity is present due to rising demand and supportive government policies. Intense competition and price fluctuations are identified as external threats that require careful anticipation. This study recommends the modernization of equipment and the strengthening of direct marketing strategies to enhance the competitiveness and sustainability of the broiler chicken business at CV. Cendana.