Nazil, M (2017) Pengembangan Value Proposition Bisnis Sayur Organik Menggunakan Pendekatan Business Model Canvass (Studi Kasus Pada Kelompok Tani Anjasmoro Kecamatan Bumiaji Kota Batu). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini dilatarbelakangi oleh permasalahan yang dihadapi oleh Kelompok Tani Anjasmoro dalam mengembangkan bisnis sayur organik. Permasalahan tersebut berupa pemasaran, sertifikasi produk dan nilai proposisi produk. Nilai proposisi menjadi permasalahan yang sangat krusial untuk diselesaikan karena nilai proposisi akan meciptakan value proposition baru yang membentuk pasar sehingga tidak diperlukannya lagi sertifikasi produk. Tujuan penelitian ini untuk membentuk value proposition baru yang dianalisis sesuai dengan kebutuhan dan keinginan konsumen serta disesuiakan dengan melihat perkambangan gaya hidup konsumen. Jenis penelitian yang digunakan dalam penelitian ini adalah jenis penelitian studi kasus dengan pendekatan kualitatif. Hasil penelitian ini diperolah value propositon baru berupa produk sehat dengan atribut produk daya tahan tinggi serta adanya paket pembelian. Value proposition baru yang dibentuk dilihat dari perspektif bisnis dikembangkan menggunakan tools business model canvass untuk membuat business model yang cocok dalam mengembangkan bisnis sayur organik Kelompok Tani Anjasmoro. Customer segments yang ditargetkan yaitu segmen business to business dan business to customer, value proposition yang ditawarkan ke konsumen yaitu produk sehat. Channels yang digunakan dalam menyampaikan value proposition ke konsumen yaitu organic store dalam bentuk offline dan website dalam bentuk online. Customer ralationship dengan membentuk anggota sehat, revenue stream didapatkan dari penjualan sayur organik ke segmen pasar yang dituju. Key resource yaitu petani dan lahan yang dijadikan sentra produksi sayur organik. Key activities berupa produksi dan pemasaran, key pertnership yaitu persatuan hotel restoran indonesia, Kota Batu serta cost structure terdiri dari biaya produksi dan biaya akomodasi.
English Abstract
This research was conducted because of the problems faced by Anjasmoro Farmer Group in developing organic vegetable business. These problems include marketing, product certification and the value propositions of product. Value proposition becomes a very crucial problem to be solved because the value proposition will create new value proposition that form the market so that there is no longer needed product certification. The purpose of this study is to form a new value proposition that analyzed in accordance with the needs and desires of the costumers and is adjusted by looking at the lifestyle of the consumers. The type of research used in this research is case study research with qualitative approach. The result of this research is a new value proposition in the form of healthy product with high endurance product attribute and purchase package. The new value proposition formed from a business perspective was developed using the business model canvass tool to create a suitable business model in developing the organic vegetable business of Anjasmoro Farmer Group. Customer segments targeted are business to business segment and business to customer, value proposition offered to the consumer is healthy product. Channels used in delivering value proposition to the consumer is organic store in the form of off line and website in the form of online. Customer relationship by establishing healthy members, revenue streams are obtained from the sale of organic vegetables to targeted market segments. Key resources are farmers and land used as centers of organic vegetable production. Key resources are farmers and land used as centers of organic vegetable production. Key activities in the form of production and marketing, key pertnership that is the association of hotel restaurant Indonesia, Kota Batu and cost structure consist of production cost and accommodation cost.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2017/890/051710351 |
| Uncontrolled Keywords: | Value proposition, business model canvass |
| 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 Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Kustati |
| Date Deposited: | 22 Nov 2017 06:48 |
| Last Modified: | 17 Nov 2020 13:51 |
| URI: | http://repository.ub.ac.id/id/eprint/5800 |
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