STRATEGI PENGEMBANGAN PEMASARAN HOTPOT MIX MUSHROOM BERBASIS BUSINESS MODEL CANVAS PADA PT SUMBER URIP FARM

Abstract

Penjualan Hotpot Mix Mushroom di PT Sumber Urip Farm menurun sepanjang 2025 (total 2.297 pack) yang diduga berkaitan dengan belum konsistennya kegiatan promosi. Penelitian pada Juli sampai Desember 2025 ini bertujuan menganalisis kondisi pemasaran, merumuskan strategi prioritas, merancang usulan Business Model Canvas (BMC), dan mengevaluasi kelayakan finansialnya. Data dikumpulkan melalui wawancara, kuesioner, dan observasi, lalu dianalisis menggunakan STP, bauran pemasaran, matriks IFE, EFE, IE, SWOT, QSPM, BMC, dan rasio R/C. Hasil analisis menempatkan perusahaan pada sel V matriks IE (hold and maintain). Strategi prioritas QSPM adalah formulasi cooking demo dan kalender promosi terjadwal (skor STAS 6,08). Integrasi strategi ini ke BMC usulan menyempurnakan delapan elemen model bisnis. Implikasi strategi diproyeksikan meningkatkan penjualan 2026 menjadi 5.422 pack dan rasio R/C dari 1,06 menjadi 1,27, sehingga diproyeksikan memiliki kelayakan operasional sederhana yang menguntungkan.

Sales of Hotpot Mix Mushroom at PT Sumber Urip Farm declined throughout 2025 (totaling 2.297 packs), presumably related to inconsistent promotional activities. Conducted from July to December 2025, this study aims to analyze marketing conditions, formulate priority strategies, design a proposed Business Model Canvas (BMC), and evaluate its financial feasibility. Data were gathered through interviews, questionnaires, and observations, and then analyzed using STP, marketing mix, IFE, EFE, IE, SWOT, QSPM, BMC, and R/C ratio. Results place the company in cell V of the IE matrix (hold and maintain). The top priority strategy from QSPM is formulating cooking demonstrations and a scheduled promotional calendar (STAS score 6,08). Integrating this strategy into the proposed BMC refines eight business model elements. Strategic implications project 2026 sales volume to reach 5.422 packs and raise the R/C ratio from 1,06 to 1,27, thereby projected to possess simple yet profitable operational viability.