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Jurnal Ilmu Ternak Universitas Padjadjaran

Jurnal Ilmu Ternak Universitas Padjadjaran

Author ORCID Identifier

Hammam Abdullah, https://orcid.org/0009-0006-6570-780X

Eudia Christina Wulandari, https://orcid.org/0000-0002-9928-4853

Zakaria Husein Abdurrahman, https://orcid.org/0000-0002-9216-4365

Abstract

The Australian poultry industry is undergoing a significant transformation driven by rising protein demand and stringent standards for animal welfare and biosecurity. As a market leader, Baiada Poultry plays a pivotal role in the upstream Ross breeder sector in South Australia. This study evaluates Baiada’s strategic positioning and operational efficiency to identify how vertical integration and value chain optimization enhance industrial value. Using a descriptive qualitative case study approach, this research utilizes Value Chain Analysis (VCA) and SWOT analysis. Data were gathered through field observations at South Australian breeder facilities, in-depth interviews with management, and comprehensive documentation of biosecurity protocols. The analysis reveals that Baiada’s robust vertical integration and adoption of automated climate-controlled housing significantly reduce operational costs while maximizing the genetic potential of Ross breeders. Strategic mapping places Baiada in a "Growth" quadrant, indicating that its internal strengths particularly in biosecurity and brand differentiation (e.g., Lilydale and Steggles) are well positioned to exploit market opportunities despite global feed price volatility. The study concludes that integrating technical biological excellence with adaptive strategic management is fundamental for sustaining competitive advantage and driving value creation in the international poultry landscape.

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