Application of Swot Analysis as a Business Development Strategy for Slaughter Chicken Farmers during The C Covid-19 Pandemic (Study on Banjar Slaughter Chicken Farmers of Dencarik Village Corot Office, Banjar District, Buleleng Regency)

Abstract

This study aims to determine the business conditions of beef chicken farmers in Dencarik village during the coronavirus/Covid-19 pandemic based on internal and external factors, and to find out how to use business development strategies with SWOT analysis in beef chicken farmers' businesses in Dencarik village during the virus pandemic. corona. This type of research is a qualitative research with data collection techniques by field observation by interviewing key informants, namely Mr. Made Endy Aristiawan as the owner of a chicken breeder in Dencarik village and several employees who work in the business to find out the business of the chicken breeder during the COVID-19 pandemic. and the effect of SWOT analysis in business development. The results showed that the COVID-19 pandemic had a significant impact on the sales results of chicken breeders in Dencarik village in 2020 this happened because of the impact of the domino effect generated by the impact of the economic recession which caused sluggishness in sales but the use of appropriate marketing strategies such as data submitted by the owner of the chicken breeder business in Dencarik village. As with the use of SWOT analysis in this study, it can be seen that the chicken breeder business can still exist by emphasizing the use of Strenght opportunities strategies based on the data obtained and the results of the SWOT matrix table based on IFAS and EFAS.

Keywords: Marketing strategy, Business development, SWOT