Pengembangan Strategi Bisnis PT Multi Prima Inovasi Melalui Pendekatan Business Model Canvas

Abstract

Penelitian ini bertujuan merumuskan strategi pengembangan bisnis PT Multi Prima Inovasi, produsen alat dan mesin pertanian lokal, untuk mengurangi ketergantungan pada pasar pemerintah dan meningkatkan penetrasi pasar swasta. Metode penelitian meliputi pemetaan model bisnis menggunakan Business Model Canvas, analisis SWOT pada setiap elemen, serta perumusan strategi pengembangan. Hasil penelitian menunjukkan kekuatan utama pada sertifikat TKDN, layanan purna jual responsif, dan SDM berpengalaman. Kelemahan meliputi ketergantungan pada tender pemerintah, promosi digital belum optimal, sistem manajemen manual, dan keterbatasan skema pembiayaan pelanggan swasta. Peluang terbesar adalah penetrasi pasar petani individu dan Gapoktan melalui Kredit Usaha Alsintan, sementara ancaman datang dari produk impor murah dan keterlambatan pembayaran pemerintah. Strategi yang dirumuskan mencakup diversifikasi segmen pelanggan, penguatan promosi digital dan CRM, pengembangan produk ramah lingkungan, perluasan kemitraan dengan bank dan marketplace digital, serta optimalisasi struktur biaya untuk meningkatkan daya saing dan pertumbuhan berkelanjutan.

This research aims to formulate business development strategies for PT Multi Prima Inovasi, a local agricultural machinery manufacturer, to reduce dependence on government markets and increase private market penetration. The research methods include business model mapping using the Business Model Canvas, SWOT analysis on each element, and strategy formulation. Results show the company's main strengths in TKDN certification, responsive after-sales service, and experienced human resources. Weaknesses include dependence on government tenders, suboptimal digital promotion, manual management systems, and limited financing schemes for private customers. The greatest opportunities lie in penetrating individual farmers and farmer group associations (Gapoktan) through Agricultural Machinery Business Credit, while threats come from cheap imported products and government payment delays. Formulated strategies include customer segment diversification, strengthening digital promotion and CRM, developing environmentally friendly products, expanding partnerships with banks and digital marketplaces, and optimizing cost structures to enhance competitiveness and sustainable growth.