ABSTRACT GURITNO HIDAYAT.

Assessment of business development unit pasteurized milk processing business through market expansion in the Mammalian Company, Bogor. (under the guidance of ENTJEP SUKANDAR) Agribusiness is one area of business in economic activity is suitable to be cultivated in Indonesia, since Indonesia is one of the agricultural country that has the potential of abundant natural resources. Sustainability covers many areas, including agribusiness crops, fisheries and agribusiness agribusiness farms. Agribusiness farms covering a wide range of businesses. One area of agribusiness farms that have a promising business prospects is an attempt to cow's milk perahdengan its main product. This is supported by the increasing demand of animal protein as well as the development of society today is more toward more advanced in terms of both income and tingakat knowledge is public on the importance of nutritional value of food. This makes people more likely to increase the consumption of food containing high nutrient. Increased demand for milk is characterized by an increased consumption of milk per capita from year to year, ranging from 5.79 kg / capita in 2001 and increased to 6.8 kg / capita in 2005 (Directorate General of Livestock Production, 2009) Initially the company only pure milk products, but since 1988 the company began processing milk pasteurization. Additions made for intermediate products market segments. Initially the company made of pure milk to the cooperative marketing and door to door to houses in Bogor. Door to door marketing is done by two cars, the route is divided into two regions and Ciomas New Bogor. Marketing door to door by Company employees mammals, ranging from 04.00 pm and finished at 05.00 pm. However, since the accident that befell milk deliveryman in 1988, marketing door to door is stopped and switched to factories. The plan of this great company saw an opportunity to market pasteurized milk products in the Bogor area. Potential in the Bogor region that is still untapped by companies such as elementary schools, middle schools, cafes, restaurants and hospitals. Market the company plans will be supported by attractive packaging and various flavors more because the target market to be addressed in the planned expansion of this market is children elementary school and middle school children first. Description of business units in the Study of Business Development will be reviewing the pasteurization of business which include product characteristics, production processes, subscription and marketing. In this business development plan will be explained on planning, market and marketing, technical and technological planning, organizational planning and management, social planning, planning and waste management planning finalsial.

From the analysis, business development said to be worthy of pasteurization. The results of the financial feasibility analysis shows that the development of business units through an expanded marketing of pasteurized milk said to be feasible to implement this can be seen in several indicators, among others, NVP is greater than zero ie USD 336,831,221.7 Net B / C greater than the one that is 3 , 62, the IRR is greater than the interest rate of 6 percent discount rate is 24 percent. Based on the analysis of switching values limit the feasibility of developing the business through increased prices of raw materials amounting to 12.075 percent pure milk and through the reduction in production by 17.47 percent. Based on the results of the calculation of switching values of variables reduced the price of milk is a highly sensitive and variable effect on the business pasteurized milk in dairy processing business unit of Mammalian Company.