Exploring Development Strategies for CV. Socolatte in Aceh Using BMC and AHP

Abstract

The high consumption of processed chocolate-based foods and beverages has attracted entrepreneurs from Aceh to produce and sell chocolate products with local brands. CV. Socolatte is a small industry producing local chocolate brands sing local raw materials from Aceh. Unfortunately, in its implementation, there are still many obstacles faced by the small industry to develop, such as it still cannot enter the domestic market. So this research means to describe the current condition of CV. Socolatte in Aceh and find the main problems and solutions in the production process of chocolate Socolatte by choosing applicative strategies for overcoming problems in particular blocks among nine BMC blocks. Based on Business Model Canvas 1, CV. Socolatte has a problem with the Customer Relationship block. However, based on the owner statement, they focused on solving problems in the production section at that time. Based on Analytical Hierarchy Process 1 (AHP 1), Raw material, Cost, and limited Machinery are still the main problems in producing a good quality chocolate product. Based on the expert choices, the solution given is Adopting To Supporting Technology (0.363) to improve the quality of Raw Materials (0.445) initially. Moreover, based on BMC 2, besides production, the problem was detected as development barriers at CV. Socolatte lies in the field of Marketing and Management coming from Channel, Key Resources, and Key Activities blocks. Consequently, suggested tactics based on expert choice using AHP 2 are Strengthening Internal Management, together with Enhancing Marketing Strategy focusing on improving Entrepreneurs Competencies. Due to all the decision-making in SMEs comes from a single decision-maker (the small company owner), so all the strategies should be applicative and suitable for the owner to apply for facing internal problems such as miscommunication and misunderstanding among internal stakeholders. As a result, CV. Socolatte from Aceh possibly can grow significantly and sustainably.