Business Development Strategy of Coffee Processing in MSMEs Scale Using BMC Approach and SWOT-AHP Integration
Andyfa Gama Salsabilla (a), Imam Santoso (a*), Muhammad Arif Kamal (a), Riska Septifani (a)

a) Department of Agricultural Industrial Technology, Brawijaya University, Veteran Street, Lowokwaru District, Malang City, East Java 65145, Indonesia
*imamsantoso[at]ub.ac.id

Abstract

The coffee agro-industry is a sector that is currently growing rapidly in Indonesia. MSMEs Loca Nusa is one of the coffee producers in Malang City which has the potential to be developed. The purpose of this study is to identify internal and external factors, formulate and sequence strategies, and formed a new development BMC. This study uses SWOT (Strength, Weakness, Opportunity, Threat), AHP (Analytical Hierarchy Process) and BMC (Business Model Canvas) approach. The results showed that the position of MSMEs Loca Nusa was in quadrant V (hold and maintain) with product development and market penetration strategies. The result of AHP ranking shows- market as the highest criteria (0.510), the highest goal is that MSMEs can expand the market so as to increase production figures (0,566), and the highest alternative is expanding the market to coffee shops in Malang by selling roasted bean products with various variations (0,612). The addition of strategy to the upgraded BMC is on key partners element, value propositions, and channels.

Keywords: Business Model Canvas- Business Development- Strategy- SWOT-AHP

Topic: Agro-industrial production system management and regulation