Development Strategy of Cow’s Milk Processing Industry Using Business Model Canvas in Gundaling Farm, Karo Regency, North Sumatera Province, Indonesia

Yulian Sharah, Tavi Supriana, Ade Trisna and Otuekong Amama Phd
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Yulian Sharah: Master of Animal Science Program, Faculty of Agriculture, University of North Sumatra, Jl. Prof. Dr. A. Sofyan No. 3 Usu Campus Medan, North Sumatra, 2015
Tavi Supriana: Department of Agribusiness, Faculty of Agriculture, University of North Sumatra, Jl. Prof. Dr. A. Sofyan No. 3 Usu Campus Medan, North Sumatra, 20155
Ade Trisna: Federal College of Education, Katsina, Katsina State.
Otuekong Amama Phd: Department of Animal Husbandry, Faculty of Agriculture, University of North Sumatra, Jl. Prof. Dr. A. Sofyan No. 3 Usu Campus Medan, North Sumatra, 20155

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 8, 798-809

Abstract: This study aims to analyze the internal factors and external factors affecting the Gundaling Farm cow’s milk processing industry and formulate a development strategy and business model development plan for the Gundaling Farm cow’s milk processing industry using a business model canvas (BMC). The research method is descriptive qualitative method with data collection techniques namely interviews, observations and structured questionnaires. The Business Model Canvas was mapped to facilitate the analysis of the new development strategy. SWOT analysis was chosen to determine the strengths, weaknesses, opportunities, and future threats that the industry will face. This analysis is taken into consideration for internal and external strategy factors. The results of this study are quality and varied products as the main strength, less attractive packaging design as a weakness, a wide open market as an opportunity, and incomplete P-IRT licensing as a threat. The current position of the Gundaling Farm cow’s milk processing industry is in quadrant I, indicating an aggressive strategy. The recommended alternative development strategy is the SO strategy, namely 1) Using quality products to expand the market; 2) Utilize the location for edufarm/fieldtrip. The results of the SWOT analysis were integrated into the nine elements of the business model canvas to produce 8 elements of the business model canvas, namely value propositions, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, and cost structure.

Date: 2024
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