STRATEGI BERSAING PADA RANTAI NILAI AYAM RAS PEDAGING PT CIOMAS ADISATWA REGION JAWA BARAT UNIT BOGOR - Muhammad Hasan Tanjung; Arief Daryanto; Muladno Muladno (Jurnal Manajemen & Agribisnis, 2013)
ABSTRACTThe objective of this research were to 1) map the broiler value chain at PT Ciomas Adisatwa Region Jawa Barat Unit Bogor (PTCA); 2) analyze the gross margin of the broiler value chain at PTCA; 3) identify the internal and external factors that affecting PTCA, and 4) formulate strategies to increase the competitiveness of PTCA. This research was conducted using the chain value analysis, the gross margin analysis, SWOT and Analytic Hierarchy Process (AHP) analysis. From value chain mapping, PTCA as a part of Japfa group get feed, DOC, and vaccine from Japfacomfeed, Multibreeder Adirama, and Vaksindo, and then distribute them to the plasma farms. The Commercial Farm output will be distributed by RPA and collectors as living birds. Collectors will then send them to traditional markets while RPA will distribute them to supermarkets, restaurants and traditional markets. The distribution channels grouped into 3 paths, input-PTCA-kolektor-RPA-distributor-consumers, input-PTCA-RPA-distributor-consumers, and input-PTCA-kolektor-distributor-consumers. Gross margin analysis found that PTCA got 5% with the value of 55% share, the collectors got 12% with the value of 10% share, RPA 14% with the value of 17% share and distributor 13% with the value of 17% share. The Farmers got smallest margin and RPA got the biggest margin from value chain at PTCA. According to the AHP calculation, the farm human resources, increasing purchasing power, new technology in the breeding management and the support from group got higher valuation. What can be suggested based on the Result of this research is for the actors that were involved in PTCA value chain to produce, process, run functional task, and upgrade the channel.Keywords: AHP, broiler, gross margin, PT Ciomas Adisatwa, swot analysis, value chainABSTRAKTujuan penelitian ini adalah 1) memetakan rantai nilai ayam ras pedaging pada PT Ciomas Adisatwa Region Jawa Barat Satuan Bogor (PTCA), 2) menganalisis gross margin pada ayam pedaging rantai nilai PTCA, 3) mengidentifikasi faktor internal dan eksternal yang mempengaruhi PTCA, dan 4) merumuskan strategi untuk meningkatkan daya saing PTCA.  Penelitian ini dilakukan dengan menggunakan nilai analisis rantai, gross margin, analisis SWOT dan analisis Analytic Hierarchy Process (AHP). Dari pemetaan rantai nilai PTCA  sebagai kelompok Japfa mendapatkan pakan, day old chick, dan vaksin dari Japfacomfeed, Multibreeder Adirama, dan Vaksindo, dan didistribusikan ke pertanian plasma. Output pertanian komersial akan didistribusikan oleh rumah potong ayam (RPA) dan kolektor dalam kondisi ayam hidup. Kolektor akan mengirimkan ke pasar obat tradisional dan RPA mendistribusikan ke restoran supermarket dan  pasar tradisional tersebut. Distribusi dikelompokkan menjadi tiga jalur input-PTCA-kolektor-RPA-distributor-konsumen, input-PTCA-RPA-distributor-konsumen, input-PTCA-kolektor-distributor-konsumen. Analisis marjin laba kotor menemukan bahwa PTCA mendapat 5% dengan nilai 55% saham, kolektor mendapat 12% dengan 10%, RPA 14% dengan nilai saham 17% dan distributor 13% dengan nilai saham 17%. Petani mendapat marjin terkecil dan RPA mendapat marjin terbesar dari rantai nilai di PTCA. Menurut perhitungan AHP sumber daya manusia peternakan, daya beli meningkat, teknologi baru dalam pemuliaan manajemen, dukungan dari kelompok mendapat penilaian lebih tinggi. Hasil penelitian ini, disarankan aktor yang terlibat dalam rantai nilai PTCA untuk melakukan produk, proses, fungsional, dan peningkatan saluran.Kata kunci: AHP, broiler, gross margin, PT Ciomas Adisatwa, SWOT analysis, value chain