The Strategy of guava agribusiness development in Kendal Regency using a business model canvas

Abstract

Kendal is the area in Central Java with the most red guava fruit production, according to the Central Bureau of Statistics Republic of Indonesia. The production of red guava in Kendal Regency increased from 97,050 to 222,548 quintals between 2014 and 2016. In 2017, output fell to 137,671 quintals; however, in 2018, production rose to 159,079 quintals, still falling short of the previous year's total. This study used a business model canvas (BMC) methodology and SWOT analysis to map the existing red guava agribusiness business model and create a development plan for it. The interpretation of the SWOT diagram shows that guava farmers in four districts of Kendal Regency are in quadrant I, which indicates that they are in growth conditions with good opportunities and strengths to support the expansion of a red guava business. BMC demonstrates the need for additional consumer segments in order to reduce wholesaler dependence with several strategies. 1) Expansion of the trading network (2) Increasing key resources, (3) Adding key activity, such as regulating the harvest period for red guava and post-harvest processing. (4) Value proposition, by improving the quality of red guava