Analisis pengembangan model bisnis produk madu pada pt. madu pramuka melalui pendekatan business model canvas

The increasing population growth of Indonesia has an effect on the increased purchasing power of health products, especially in upper middle class society. Currently, the upper middle class society do not only fulfill the basic needs but also have shifted to a healthy lifestyle. One of the popular health products is honey. Honey is a natural drink product which has various benefits for human health. The benefits of honey among others are as medicine for health, for beauty, and for food raw material. The demand of honey in Indonesia currently experiences an increase, but the national honey production has yet to fulfill the needs. PT. Madu Pramuka is one of the bee farming companies in Indonesia that have been established since 1970. Among the diverse honey products produced by PT. Madu Pramuka, there are three superior honey products, namely super honey, kapuk honey, and multiflora honey. Those three honey products are favored the most by consumers, making them to be the mainstays for the company. However, the company has been experiencing a decrease in the production of honey products that has not been able to meet the growing demand for honey, due to the lack of raw materials. This condition encourages the company to be able to establish appropriate strategies to improve the business model of honey products at PT. Madu Pramuka. The purposes of this study were: (1) to identify elements of the current business model to develop honey products at PT. Madu Pramuka; (2) to arrange the business model improvement for the development of honey products at PT. Madu Pramuka; (3) to formulate business development strategies for honey products at PT. Madu Pramuka in the future. The Business Model Canvas (BMC) approach and SWOT analysis method were used in identifying and formulating alternative improvement strategies for product development at PT. Madu Pramuka in the future. The results of SWOT analysis indicated that improvements on several elements of business model need to be conducted for business model development of honey products at PT. Madu Pramuka in the future. The improvements could be carried out through several strategic alternatives, namely increasing the capacity of honey products, developing honey derivative products, developing technology, providing employee benefits, and improving promotion