BUSINESS MODEL FOR IMPROVING GREEN PRODUCTS

Abstract

PT. XY became one of the companies in West Java by implementing an organic farming system. The company uses the concept of agricultural cultivation free from artificial chemical fertilizers and insecticides with permaculture and aquaponics systems. Aquaculture innovations applied to the company do not always produce sweet results directly, although the application of the concept has reduced costs but has not been able to obtain maximum business benefits. Competition in aquaponics marketing and competitiveness in similar fields have also become polemics in the world of aquaponics. In this research, the main focus is to find a business to customer (B2C) development model that is suitable for selling aquaponic products for PT. XY. The research method used is a case study, which is a qualitative approach. Data is processed and analyzed descriptively and using SOAR tools (Strenght, Opportunities, Aspiration, Result) and analysis matrices. The results of this study show that: (1) marketing strategies that can be applied at PT XY based on SOAR analysis (strength, opportunities, aspirations, results) are Market Penetration and product development strategies; (2) The right B2C development model for PT. XY is a Business Model Canvas, which not only pays attention to nine elements, namely 1) Customer Segment, 2) Value Propositions, 3) Channels, 4) Customer Relationship, 5) Revenue Streams, 6) Key Activities, 7) Key Resources, 8) Key Partners, and 9) Cost Structure but also XY Company must pay attention to three other elements, namely: 1) Revenue Stream, 2) Eco Social Cost, and 3) Eco Social Benefit because the product of sale is aquaponic vegetables.