Arsitektur strategik pada perusahaan perunggasan: studi kasus pada pt sierad produce tbk

The poultry industry in Indonesia is growing along with the economic growth of Indonesia. National production levels are increasing, but the level of public consumption of poultry products (chicken) is still relatively low for developing countries, especially in the Asian region. This becomes an opportunity for poultry companies to expand its market. Competitive efficiency and competition are needed, whether competition with existing competitors or new competitors. While the application of vertical integration in poultry companies in Indonesia still needs a lot of improvement, as evidenced by the few products processed chicken in the market. Sierad Produce Inc (SIPD) is one of the poultry industry companies that have implemented vertical integration that makes food industry as a company goal along with lifestyle changes of people who want the convenience around them. SIPD has declined in net sales over the last four years. It indicates that there is still a problem in the company's business processes, so it needs a strategic plan to face the current competition. The aims of this research were (1) to identify factors in the external environment affecting the poultry industry, (2) to analyze the business integration process, (3) to analyze industry foresight’s poultry in Indonesia, and (4) to formulate the strategic architecture of SIPD and its priority. The method used is descriptive-qualitative with case study approach and using AHP as priority determination of interest. Data were obtained through literature studies, interviews, and expert assessments. External environmental factors affecting the poultry industry in Indonesia, among others, the largest population of Indonesia's first in ASEAN, the low consumption of chicken meat per capita, the increasing demand for chicken meat in Indonesia, the demand for more complex products, the changes in consumer lifestyles, decline the percentage of Indonesians living in Java and the increasing percentage of people living in other islands (Sumatra and Kalimantan), increasing population and production of chicken, optimal vertical integration, government efforts in increasing chicken meat consumption, infrastructure improvements, fluctuations the value of the rupiah exchange rate, the cost of raw material delivery logistics, the development of increasingly modern technology and the development of cold carcass chain. The process of business integration in SIPD is currently industrial or vertically integrated has not developed optimally, meaning that every stage of the production process is still a profit center. The results of the industry foresight analysis obtained the latest trends or changes which later became the basis for determining alternative strategies of SIPD. SIPD strategy alternatives are categorized into three main objectives of the company, namely maximizing corporate integration, product development, and market development. Companies need to consider the needs and desires of consumers (as the highest priority of interest to external actors) in product development efforts (as a priority of the main interest in corporate goals). Beneficial for customers and interfaces with customers is a priority of higher importance on the criteria of future review with an equal weight value. While on the alternative strategy based on the three goals of the company, respectively according to the value of high to low weight, among others the development of R & D, the provision of cold storage for traditional markets, as well as human resource training and cultivation management. The strategic architecture of SIPD (a period of 10 years) is depicted in the strategy map with the implementation timetable for each alternative strategy. Through strategic architecture, SIPD can enhance competitiveness by creating an internal strength of the organization among other competitors in the poultry industry. Implementation of SIPD's strategic architecture begins with internal company improvements, namely human resources and investment cost allocation. Furthermore, the company runs programs to increase consumer awareness and build network access