Designing a Digital Business Model Using SWOT Analysis and Business Model Canvas (Case Study of PT 372 Kopi Indonesia)

Niko Novian Pratama1* & Dodie Tricahyono2
1Department of Management, Faculty of Economics and Business, Telkom University, Indonesia
2Department of Management, Faculty of Economics and Business, Telkom University, Indonesia
DOI – http://doi.org/10.37502/IJSMR.2024.71001

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Abstract

The number of coffee shops in Bandung continues to increase each year. In 2019 alone, there was a growth of 19.89%, rising from 201 coffee shops in 2018 to 243 coffee shops in 2019, including PT 372 Kopi Indonesia. The coffee business experienced a decline during the pandemic, prompting business owners to expand into digital avenues. This transition to a digital business model requires strategies tailored to the specific conditions and situations of PT 372 Kopi Indonesia.

This research focuses on developing business strategies in the digital realm using Existing Business Model Canvas (BMC), SWOT analysis, and Proposed New BMC to identify the elements of a business. The research employs a qualitative method with a case study strategy, analyzing the organization as the unit of analysis, with minimal researcher interference. The study is set in non-contrived settings, and the research was conducted as a cross-sectional study.

The findings of this study aim to analyze the existing business model to identify both external and internal factors. External environmental analysis utilizes PESTEL, Porter’s Five Forces, and competitor analysis, while internal analysis employs the VRIO framework and value chain analysis. The collected data is summarized using a SWOT matrix to formulate business strategies based on Porter’s Generic Strategies. A new Business Model Canvas (BMC) is proposed to explore potential developments in the digital business. It is recommended that PT 372 Kopi Indonesia enhance its digital media activities and leverage influencers for greater business growth.

Keywords: SWOT, Business Model Canvas, Digital Business

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