Analisis Strategi Pengembangan Model Bisnis PT Wiguna Alam Persada di Cianjur

Abstract

Permintaan produk hortikultura seperti sayur dan buah terus meningkat. PT Wiguna Alam Persada merupakan perusahaan yang memproduksi hortikultura sayuran seperti selada. Dalam mengembangkan bisnisnya, PT Wiguna Alam Persada memiliki permasalahan baik dari lingkungan internal maupun eksternal. Penelitian ini bertujuan mengidentifikasi lingkungan bisnis dan merumuskan pengembangan model bisnis pada PT Wiguna Alam Persada. Penelitian ini menggunakan data dari PT Wiguna Alam Persada yang diperoleh selama magang industri pada bulan Agustus 2023 sampai Januari 2024. Data dianalisis menggunakan matriks EFE (analisis lingkungan eksternal), IFE (analisis lingkungan internal), SWOT (perumusan alternatif strategi), QSPM (penentuan prioritas strategi), dan BMC (pengembangan model bisnis). Hasil penelitian menunjukan prioritas alternatif strategi bisnis PT Wiguna Alam Persada yaitu strategi penetrasi pasar, pengembangan pasar, dan pengembangan produk. Pada pengembangan model bisnis, ada tambahan elemen baru dalam BMC PT Wiguna Alam Persada yaitu customer segments, value propositions, channels, customer relationship, revenue streams, key resources, dan cost structures.

Demand for horticultural products such as vegetables and fruit continues to increase. PT Wiguna Alam Persada is a company that produces horticultural vegetables such as lettuce. In developing its business, PT Wiguna Alam Persada has problems from both the internal and external environment. This research aims to identify the business environment, formulate a business development model at PT Wiguna Alam Persada. This research uses data from PT Wiguna Alam Persada obtained during an industrial internship from August 2023 to January 2024. Data were analyzed using the EFE (external environmental analysis), IFE (internal environmental analysis), SWOT (formulation of strategic alternative), QSPM (strategic prioritization), and BMC matrices (business model development). The research results show the priority alternative business strategies of PT Wiguna Alam Persada is a strategy for market penetration, market development and product development. In developing the business model, there are additional new elements in BMC PT Wiguna Alam Persada namely customer segments, value proposition, channels, customer relationships, revenue streams, key resources, and cost structure.