KEDUNG EGG AGENT ARTICLE REJOSO: HENS LAYING CHICKEN FARM AS A SUPPLY FOR FOOD NEEDS
Keywords:
Egg Agents, Egg Quality, Marketing, Distribution, SWOT Analysis, Laying Chicken FarmAbstract
This study aims to analyze and describe the aspects of production, marketing, and challenges faced by Kedung Rejoso Egg Agency managed by Mrs. Aminah. The research method used is field research with a qualitative approach, including observation, interviews, and documentation studies. The results of the study show that the quality of the eggs produced is categorized as good, determined by factors such as cleanliness, freshness, and shell quality. Additionally, production is carried out in an organized manner, adhering to strict operational standards to maintain product quality. However, Mrs. Aminah faces challenges in distribution, including limited access to broader marketing areas and intense market competition, particularly with larger distributors. Another challenge is the fluctuation of egg prices in the market, which often affects consumers' purchasing power. To overcome these issues, Mrs. Aminah has implemented effective marketing strategies, including utilizing social media to expand consumer reach and building partnerships with local retailers to ensure more efficient distribution. A SWOT analysis reveals that this business has strengths in the form of superior product quality and customer loyalty. Opportunities also arise from the increasing demand for eggs as a staple food. However, weaknesses such as limited production capacity and threats from larger competitors require special attention. This study is expected to provide valuable insights for farmers and other stakeholders in improving the quality, distribution efficiency, and competitiveness of egg products in Indonesia.
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