Strategi Pengembangan Bisnis Minuman Ringan Jamu dengan Metode Business Model Canvas dan Integrasi SWOT-ANP

Devi, Maulina Cita (2019) Strategi Pengembangan Bisnis Minuman Ringan Jamu dengan Metode Business Model Canvas dan Integrasi SWOT-ANP. Sarjana thesis, Universitas Brawijaya.

Abstract

Permasalahan internal yang terjadi dalam pelaksanaan usaha dapat menghambat pengembangan usaha secara jelas dan fokus, sehingga perkembangannya stagnan. Beberapa permasalahan yang terjadi di UKM Jamu Oetie terkait pengelolaan usaha adalah kurangnya modal, brand produk belum terlalu dikenal karena produk masih tergolong baru dan daya saing tinggi. Pengelolaan masalah dan pengembangan usaha diperlukan untuk menjaga stabilitas produk dan penguatan potensi usaha, memaksimalkan keunggulan kompetitif sehingga mampu memperkuat daya saing usaha. Tujuan dari penelitian ini adalah mengidentifikasi kondisi existing model bisnis UKM Jamu Oetie dengan pemetaan BMC, mengidentifikasi kekuatan, kelemahan, peluang dan ancaman UKM dalam analisis SWOT pada elemen BMC, merumuskan strategi pengembangan usaha yang dapat dibangun dari hasil analisis SWOT pada elemen BMC secara umum, menentukan prioritas strategi alternatif strategi pengembangan, serta memetakan BMC pengembangan usaha. Metode yang digunakan dalam penelitian ini adalah metode Business Model Canvas yang dilakukan dengan analisa internal dan eksternal menggunakan matriks IFE dan EFE, serta analisa SWOT. Pembobotan strategi menggunakan metode ANP untuk mendapatkan prioritas strategi pengembangan usaha. Responden sebanyak 5 orang, yakni praktisi usaha (pemilik usaha, pekerja produksi dan pekerja pengiriman), dinas terkait dan akademisi. Variabel penelitian yang digunakan adalah variabel 9 blok BMC meliputi customer segment, value proposition, channels, customer relationship, revenue streams, key resources, key activities, key partnership, dan cost structure. Hasil penelitian ini menunjukkan bahwa Business Model Canvas yang dijalankan UKM Jamu Oetie mencakup sembilan elemen. Kekuatan berpengaruh paling besar adalah kualitas produk baik dan bebas bahan kimia, kelemahan yang berpengaruh paling besar terhadap pengembangan usaha adalah permodalan kurang kuat, peluang dengan potensi terbesar dalam pengembangan usaha adalah produk diminati konsumen, ancaman terbesar dalam pengembangan usaha adalah fluktuasi harga bahan baku. Prioritas pertama alternatif strategi pengembangan bisnis berdasarkan metode ANP yaitu perluasan jangkauan pemasaran, kedua pengendalian dan peningkatan kualitas, ketiga pengadaan kegiatan promosi terjadwal, keempat budidaya bahan baku kunyit, kelima pengembangan citra merek, keenam optimalisasi penggunaan media sosial, ketujuh penambahan mitra bisnis baru dan pengelolaan hubungan baik dengan mitra bisnis yang sudah ada, dan yang terakhir penambahan informasi nilai gizi pada label kemasan.

English Abstract

Internal problems that occur in the implementation of a business can inhibit business development in a clear and focused manner, so that its development is stagnant. Problems that occur in Jamu Oetie UKM related to business management are lack of capital, product brands are not yet well known and high competitiveness. The purpose of this study is to identify the conditions of the existing business model of Jamu Oetie UKM by mapping BMC, identifying the strengths, weaknesses, opportunities and threats of SMEs in the SWOT analysis on BMC elements, formulating business development strategies that can be built from the results of SWOT analysis on BMC elements in general, determine priorities for alternative strategies for development strategies, and map business development BMCs. The method used in this research is BMC which is done by internal and external analysis using IFE, EFE matrix and SWOT analysis. Strategy weighting uses the ANP method to get business development strategy priorities. The number of expert respondents in this study was 5 people from business practitioners, related agencies and academics. The research variable used is 9 blo BMC variable, incluiding customer segment, value proposition, channels, customer relationship, revenue streams, key resources, key activities, key partnership, and cost structure. The results of this study indicate that the Business Model Canvas run by Jamu Oetie UKM includes nine elements. The greatest influential strength is good product quality and free of chemicals, the weakness that has the biggest influence on business development is lack of capital, the opportunity with the greatest potential in business development is the product demanded by consumers, the biggest threat in business development is fluctuation in raw material prices. The first priority alternative business development strategies based on the ANP method are expanding marketing reach, second controlling and improving quality, third procurement of scheduled promotional activities, fourth turmeric cultivation of raw materials, fifth developing brand image, sixth optimizing the use of social media, seventh addition of new business partners and management good relations with existing business partners, and finally the addition of nutritional value information on packaging labels.

Other obstract

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Item Type: Thesis (Sarjana)
Identification Number: SKR/FTP/2020/48/052002920
Uncontrolled Keywords: Business Model Canvas, Pengembangan Bisnis, Strategi, UKM, Business Model Canvas, Business Development, Strategy, SMEs
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.4 Executive management > 658.401 Planning, policy making, control, quality management > 658.401 2 Planning and policy making
Divisions: Fakultas Teknologi Pertanian > Teknologi Industri Pertanian
Depositing User: Budi Wahyono Wahyono
Date Deposited: 10 Aug 2020 06:37
Last Modified: 09 Mar 2022 07:39
URI: http://repository.ub.ac.id/id/eprint/181279
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