Marketing Strategy for KUB Chicken (Superior Village Chicken from Balitbangtan) at UPTD BPHMT IB in West Sulawesi Province

This study was conducted to formulate effective and sustainable marketing strategies for KUB chickens and to establish several priority strategies from various available alternatives for marketing KUB chickens at UPTD BPHMT IB in West Sulawesi Province. This is important because UPTD BPHMT IB serves as the breeding center for KUB chickens at the provincial level. This study was conducted at UPTD BPHMT in West Sulawesi Province using a quantitative approach, which generated statistical data that was then analyzed to draw conclusions. The data analysis involved SWOT analysis to determine strategies and the Analytical Hierarchy Process (AHP) to establish strategy priorities from the various alternatives identified through the SWOT method. The results of the study show that the priority alternative strategy in marketing KUB chicken at UPTD BPHMT IB in West Sulawesi Province is to maintain and enhance consumer satisfaction through quality consistency and product diversification with a weight of 0.34. The research findings indicate that the priority strategies for marketing KUB chickens at UPTD BPHMT IB in West Sulawesi Province are to maintain and enhance customer satisfaction through consistent quality and to diversify the product range. Maintaining customer satisfaction and diversifying products offer a greater competitive advantage in the long term compared to many other strategies that might focus more on short-term results or narrower market segments. Next, the sub-priority strategy is to diversify processed KUB chicken products with a weight of 0.27. The implementation of these strategies can enhance customer satisfaction and expand the market, which in turn can strengthen KUB’s position, making it more widely recognized and positively impacting the KUB chicken industry as a whole. Keywords: Food security, animal protein, chicken business, product quality, marketing efficiency, analytical hierarchy process, SWOT.