Product Diversification Strategy and Agribusiness System Integration in Sheep Farming at Ibrahim Dadong Awok Livestock Farm in Bangorejo District, Banyuwangi Regency

Abstract

Sheep farming plays a strategic role in supporting food security and improving community welfare; however, it faces constraints such as low innovation and limited adoption of technology in production and business management. This research was conducted at Ibrahim Dadong Awok Farm, Bangorejo District, Banyuwangi Regency, from January 13 to 22, 2025. The objectives were to analyze the business model using the Business Model Canvas (BMC), identify product diversification and agribusiness system integration, and formulate development strategies through SWOT analysis. A qualitative descriptive approach was applied, with data collected through observation, interviews, and literature review. The results indicate that the business model is systematically structured across the nine BMC elements, with key strengths in the one-stop farming concept, utilization of digital media, and education-based customer relationships. Business diversification includes live sheep sales, aqiqah services, odot grass seedlings, chopper machines, and livestock medicines, reflecting integration from upstream to downstream subsystems. Development strategies focus on optimizing agribusiness integration, expanding digital marketing, enhancing product innovation, increasing technology adoption, improving human resource capacity, and strengthening biosecurity and partnerships. These findings suggest that the business has strong potential for sustainable growth and improved competitiveness.