Market Access and Network Development Strategy Model for Jingkrak Sheep Farming
DOI:
https://doi.org/10.30659/jrbi.v23i2.52832Keywords:
Business, Farming, Market, Network, Strategy.Abstract
Domba Jingkrak Farm is a livestock business engaged in goat and sheep breeding with relatively large production capacity and good livestock quality. However, in its implementation, the business still faces challenges related to market access and business networks. The number of livestock categorized as sales targets reaches approximately 513 heads, while average sales remain around 25 heads per month. This condition indicates an imbalance between production capacity and the market’s ability to consistently absorb livestock, resulting in increased operational costs and the risk of overstock. Using a qualitative approach with a case study method, data were collected through interviews, observations, and documentation. The analysis was conducted using SWOT analysis to identify the internal and external factors affecting the business. The results show that the main strengths of the business include superior livestock quality, high production capacity, good farm operational systems, and business experience. The main weaknesses include limited marketing activities, the absence of a structured customer management system, and the mismatch between production capacity and market demand. On the other hand, business opportunities remain open through market demand for high-quality livestock, the use of digital marketing, and the development of business networks, while the main threats come from price competition and fluctuating market demand. The findings indicate that livestock business development should not rely solely on production quality, but also requires more structured market access and business network strategies. Based on the SWOT analysis, this study formulates the Network-Orchestrated Market Access Model, which consists of three main components: Demand Engine, Structured Network, and Sales Control System. The model is designed to actively generate market demand, strengthen buyer and business partner networks, and control sales in line with production capacity. This strategy is expected to improve operational efficiency, expand market access, and support the long-term sustainability of the livestock business.
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