Analisis Strategi Pengembangan Usaha Komoditas Alpukat Melalui Indentifikasi Business Model Canvas (Studi Pada Pusat Bibit dan Buah Alpukat Ambarawa)

Potensi peningkatan permintaan buah alpukat menyebabkan Pusat buah dan bibit alpukat (PUSBIKAT) yang berlokasi di Ambarawa harus menyusun strategi secara optimal untuk meningkatkan keuntungan dan dapat bersaing kedepanya. Tujuan penelitian menganalisis strategi pengembangan bisnis melalui indentifikasi elemen Business Model Canvas (BMC). Penelitian dilakukan pada 3 Juni – 1 Desember 2022 di PUSBIKAT Jl. Ambarawa-Bandungan Km.03 Baran Gembongan, Kabupaten Semarang, Jawa Tengah. Pendekatan penelitian menggunakan teknik deskriptif kualitatif. Informan kunci penelitian yaitu pemilik kebun alpukat, sedangkan partisipan penelitian meliputi konsumen, karyawan bagian grading, pemasaran, produksi yang dipilih secara purposive. Teknik pengambilan data menggunakan wawancara, observasi, dan dokumentasi. Data diuji dengan triangulasi sumber dan teknik. Analisis data menggunakan BMC dan Strength, Weakness, Opportunity, Threath (SWOT). Hasil analisis SWOT didapati value proposition berupa kualitas dan jenis varietas alpukat sebagai kekuatan utama (Strength) dan kelemahannya (Weakness) belum melakukan penjualanya secara online (Channels), didapati peluang (Opportunity) bekerjasama dengan marketplace untuk memperluas pasar (Channels), dan Ancaman (Threats) yaitu kebijakan pemerintah yang menaikan harga BBM (Cost Structure). Alternatif strategi pengembangan usaha di PUSBIKAT antara lain menempuh sistem penjualan online, digital marketing, dan kerjasama dengan supermarket. Strategi pengembangan dengan matrik SWOT didapati, Strategi SO menambahkan informasi untuk menarik konsumen, Strategi WO meningkatkan promosi dan inovasi, Strategi ST melakukan kerjsama dan membuat SOP, Strategi WT melakukan kerjasama dengan mitra dan pemerintah.The potential increase in demand for avocados has prompted the Avocado Seed and Fruit Center (PUSBIKAT) located in Ambarawa to formulate optimal strategies to increase profits and remain competitive. The research aims to analyze business development strategies through the identification of Business Model Canvas (BMC) elements. The study was conducted from June 3 to December 1, 2022, at PUSBIKAT on Jl. Ambarawa-Bandungan Km.03 Baran Gembongan, Semarang Regency, Central Java. The research employed a qualitative descriptive approach. The key informant was the avocado farm owner, while research participants included purposively selected consumers, employees from grading, marketing, and production departments. Data were collected through interviews, observations, and documentation, and data validity was tested using source and technique triangulation. Data analysis involved BMC and Strength, Weakness, Opportunity, Threat (SWOT) analysis. The SWOT analysis revealed that the value proposition, such as the quality and variety of avocado types, is a primary strength (Strength), while the weakness (Weakness) lies in the lack of online sales channels. Opportunities (Opportunity) include collaborating with marketplaces to expand channels, and Threats (Threats) involve government policies raising fuel prices (Cost Structure). Alternative business development strategies at PUSBIKAT include adopting online sales systems, digital marketing, and collaborating with supermarkets. Based on the SWOT matrix, development strategies were identified, such as Strategy SO (Strength-Opportunity) by adding information to attract consumers, Strategy WO (Weakness-Opportunity) by enhancing promotion and innovation, Strategy ST (Strength-Threat) by collaborating and creating Standard Operating Procedures (SOP), and Strategy WT (Weakness-Threat) by collaborating with partners and the government