Abstract: Indonesian society tend to buy a living chicken or a fresh chicken meat in traditional market. Their awareness to consume a hygine processed-chicken product is still at a low level. Producer can not establish the selling price because they sell chicken in live bird that makes the price is determined by market mechanism. This research aims to analyze the growing of excellence competitiveness one of the broiler chicken producer in Indonesia. The primary data is taken from an indepth interview through purposive sampling and focused group discussion (FGD). Porter’s five forces model is used to analyze the competitiveness level by the whole of broiler chicken business. This research is using descriptive analysis methods with AHP multi-rater as a supporting tools. Some issues in certain company that are unmeasured is simplified into some parts, then managed into a certain hierarchy based on the concern levels through synthesis variables. The result of this research shows a factor that affecting the excellence competitiveness is the bargaining power from buyers. The aim of this research in increasing the excellence competitiveness is by decreasing the production cost, and also the alternative stategy choosen is improving the farmig technology