MAHAMERU, PRAGA HULU (2023) ANALISIS STRATEGI PENGEMBANGAN USAHA AYAM PETELUR PT. ANUGRAH ADI WIDIA SEMARANG. S1 thesis, UNIVERSITAS KATOLIK SOEGIJAPRANATA.

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Abstract

Animal husbandry is a potential business that can improve the standard of living and welfare of individuals including farmers, create jobs for the community, support the economy of rural communities, and fulfil the community's need for animal protein. Semarang Regency is an area that has the potential and geographical advantages for the layer farming industry, which is currently favoured by many businesses because of the increasing demand. PT Anugrah Adi Widia (AAW) is a chicken farming business located in Jetis Trawas Village, Semarang. In running its business, PT AAW has quite complex problems in the form of internal and external problems. The purpose of this study was to determine the prospects and development strategies of the laying hen farming business using SWOT analysis and to determine the implementation of PT AAW's business development strategy. This research is a type of qualitative research with sampling techniques using purposive sampling. The selected informants are divided into two groups, namely internal and external informants, each with 6 informants. The data collection technique that will be carried out is by means of interviews or interviews. Research data analysis using SWOT analysis. The results showed that internal factors in the form of strengths and weaknesses obtained a value of 2.63 while the results of external factors in the form of opportunities and threats obtained a value of 3.14. The most appropriate strategy to be applied by PT Anugrah Adi Widia Semarang as a layer farm development business is the Strength-Opportunity strategy. The layer farming business of PT Anugrah Adi Widia Semarang is in the White Area position, which is a strong opportunity, so the farm has prospective market opportunities and has the competence to do it using the S-O (Strenghts-Opportunities) strategy.

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