Strategic Development of the Pelung Chicken Agribusiness System in a Non-Origin Region: Evidence from Malang Raya, Indonesia

This study aims to formulate strategies for developing the Pelung chicken agribusiness system in Malang Raya as an effort to strengthen the sustainability of local poultry farming and preserve Indonesia’s genetic resources. Pelung chicken (Gallus gallus domesticus) is a local breed with high economic and cultural value, particularly due to its distinctive crowing characteristics. The study utilized both primary and secondary data obtained through interviews, observations, and literature reviews. Data analysis was conducted using the Internal Factor Evaluation (IFE), External Factor Evaluation (EFE), SWOT Analysis, and Quantitative Strategic Planning Matrix (QSPM) to identify internal and external factors and to determine priority development strategies. The results showed that the total IFE score of 2.64 and EFE score of 2.87 placed the Pelung chicken agribusiness system in a ‘hold and maintain’ position, indicating a relatively stable system with potential for sustained improvement. The priority strategies derived from the QSPM analysis include: (1) optimizing local breeding stock, supported by academics and digital technology, to produce superior breeds (TAS = 3.26), (2) utilizing experienced human resources and production technology to maintain breeding quality and prevent fraud (TAS = 3.13), and (3) developing pricing strategies based on niche market trends such as collectors, contests, and hobbyists (TAS = 3.07). Successful implementation of these strategies requires collaboration among farmer communities, academics, hobbyist associations, and the government in building an adaptive, competitive, and sustainable Pelung chicken agribusiness system.