Analysis of Apple Chips Business Development Strategies Using Business Model Canvas Approach and SOAR-AHP Method
Siti Asmaul Mustaniroh (a*), Salma Rana Putri (a), Jaya Mahar Maligan (b)

a Department of Agroindustrial Technology
b Department of Food Science and Biotechnology, Universitas Brawijaya, Malang, East Java, Indonesia
Building F, 5h floor, Faculty of Agricultural Technology, Universitas Brawijaya, Veteran St. Malang, East Java, Indonesia 65145
*Corresponding Author: asmaul_m[at]ub.ac.id

Abstract

Ramayana Agro Mandiri is one of the SMEs in Batu City which produces various processed fruit products, specially apple chips as superior product. During the Covid-19 pandemic, their market was completely closed for 8 months which caused business to experience a significant decrease in revenue up to 90 percent due to the absence of production and marketing activities. After the Covid-19 pandemic, still experiencing a decrease in revenue and production capacity of apple chips up to 40 percent. This study aims to identify business models with integration Business Model Canvas, SOAR and AHP to determine priorities strategies using AHP method,. The number of expert respondents were 4 people. The research results show the existing business conditions on 9 BMC elements based on the priority strategy in business model such as optimal production planning and scheduling (OR2), strengthening brand awareness of apple chips (OA2), disseminating freeze drying production technology innovations (OA1), developing business units production (SA2), marketplace development (SA1), maximizing the use of social media (OR1), product quality standardization (SR1), and partnerships with fruit chip product SMEs in the development of freeze dried product innovations (SR2). BMC development is carried out by adding SR2 and OA1 strategies to new BMC.

Keywords: Apple Chips, Business Development, strategy

Topic: Agro-industrial production system management and regulation