Strategi Pengembangan Model Bisnis pada Eshan Home Furniture

Abstract

Creative Economy is an economic concept that prioritizes creativity, the use of ideas, knowledge and technology to develop the economy, especially in the creative industries sector. The furniture industry is a sub-sector of the creative economy industry that continues to grow. Eshan Home Furniture is a company engaged in the field of supplying home living sofas for retailers in Jabodetabek. So that Eshan Home Furniture needs to make new breakthroughs to increase competitiveness and also become a sustainable company. This study aims to identify the current business model run by Eshan Home Furniture based on the Business Model Canvas approach, analyze the internal environment and external environment faced by Eshan Home Furniture and design a new business model that can be used for Eshan Home Furniture business development. This research was conducted at Eshan Home Furniture Headquarter, Bekasi, West Java from August to November 2022. The method used in this research is a qualitative descriptive research method with a case study approach. The data used in this study are primary data from interviews and questionnaires, as well as primary data from company documents, data from the Ministry of Tourism and Creative Economy, data from the Ministry of Industry and literature studies. Determination of respondents in this study using purposive sampling consisting of internal respondents and external respondents of the company. Data processing techniques in this study use the Business Model Canvas, SWOT, and Blue Ocean Strategy. This research produces a new Business Model Canvas that can be used by Eshan Home Furniture with its implementation that can be applied periodically by taking into account the capabilities of Eshan Home Furniture's resources. The managerial implications of this study are as follows: (1) expanding customer segments; (2) creating product innovation; (3) perform product certification; (4) making marketing activities a key activity; (5) optimizing channels with marketing activities by utilizing digital technology (6) joining associations or associations.