Proposed Business Strategy for Livestock Company: Study in Cita Poultry Shop Tasikmalaya

This study aims to determine the causes of problems that occur in the company and find out what strategies that are right to overcome these problems. This research began with an analysis of the company’s external conditions to find out what external factors affecting the way the company operate. Then the company’s internal analysis to see and measure the extent to which the ability or availability of resources in the company to support its business processes. In both analyses, the root of the problem was identified, and then by colliding with the company’s internal and external analysis, the author analysed what strategies that are appropriate to be implemented in Cita Poultry in accordance with the problems and the company’s internal and external conditions. Looking at the company’s internal and external circumstances, the author considers that the strategies that are suitable for implementation are: establishing cooperation with large poultry companies to develop a cage farm with a close house system to reduce the cost of production, carrying out future integration by building RPHU (slaughterhouse poultry) and selling cut chicken directly to end customers. These strategies must be well designed in terms of plans, timelines and also resources that must be met by the company to implement these targets.