Ana Batik Magelang’s Business Development Strategy Based on SWOT and Business Model Canvas

Tri Puji Hastutik,Ivo Novitaningtyas

doi:10.47747/ijmhrr.v2i4.348

Tri Puji Hastutik, Ivo Novitaningtyas

Open Access

https://doi.org/10.47747/ijmhrr.v2i4.348

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Abstract

This study aims to analyze Ana Batik's business conditions as one of the MSMEs in Magelang based on the Business Model Canvas (BMC) analysis to develop a business strategy based on a SWOT analysis. The research was developed based on a descriptive qualitative approach. The data used in this study are primary data and secondary data. Primary data were collected through observation and interviews, while secondary data were collected through literature studies. The data that has been collected is analyzed based on the Business Model Canvas (BMC) analysis and the SWOT analysis. The Business Model Canvas (BMC) analysis is used to describe Ana Batik's business conditions, while the SWOT analysis is used to formulate a business development strategy that is applied to the new business model. The results of the data analysis indicate that the appropriate strategy for Ana Batik Magelang's business development is the SO strategy. SO strategies that can be applied are developing products according to fashion trends, using brand ambassadors to attract and increase consumer buying interest, and expand the market to the scope of the global market. By implementing this strategy, it is hoped that Ana Batik Magelang's business can develop and be sustainable.

Highlights

The creative industry is one of the industrial sectors that plays an important role and makes a significant contribution to the Indonesian economy (Mustikarani & Irwansyah, 2019)
Analysis of internal and external factors based on SWOT produces SO strategy recommendations that can be implemented by Ana Batik
The strategy is adjusted to the Business Model Canvas, forming a new business model with developments and enhancements in several elements of the previous business model

Summary

Introduction

The creative industry is one of the industrial sectors that plays an important role and makes a significant contribution to the Indonesian economy (Mustikarani & Irwansyah, 2019). The majority of people think that the style of dress can be used as a means to communicate and show the lifestyle and identity of the wearer in addition to covering and protecting their bodies. Based on this condition, the fashion industry has the potential to be developed

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