Pelunggul Maju Ternak & Tani Enterprise: Can a Trusted Village Shop Scale Without Losing Its Touch?

A Decision-Focused Case on Rural Agro-Supply Retailing, Digitalisation and Supply Resilience

Abstract

The first customer arrived before Saidah had finished sweeping the front step. Pak Mat, a regular customer from a nearby village, pulled up on an old motorcycle with two folded feed sacks beneath his seat. "Kak Saidah, you have the usual?" he asked. "My ducks are eating like there is no tomorrow."

Inside Pelunggul Maju Ternak & Tani Enterprise, sacks of poultry and ruminant feed were stacked along one wall. Bottles of vitamins, vaccines and livestock equipment sat close to everyday household goods, including eggs, soap, onions, bottled water and crackers. In the small shop, the farm and household economies met in one place.

Saidah's phone kept buzzing. One customer wanted the latest price for chicken feed. Another asked whether cattle feed had arrived. A third asked the question she heard more and more often: "Do you deliver?" At the same time, a family helper pointed to a thinning stack of fast-moving stock and the latest supplier invoice. Rising feed costs, constrained shelf space and a fragile supply base were all pressing against a business built on affordability and personal trust.

"Should I protect the village shop I know I can manage, or build the systems that will allow it to serve more farmers?"