Business Development Analysis Of Awet Madura Canned Duck With Business Model Canvas (BMC) And Brand Strategy Canvas (BSC) Methods

Authors

  • Solehatun Munawaroh Universitas Gadjah Mada
  • Khariratun Horisah Universitas Gadjah Mada
  • Atika Anistasia Universitas Gadjah Mada

DOI:

https://doi.org/10.24843/JRMA.2025.v13.i03.p09

Keywords:

Ready-to-eat, Bebek Madura, Bussiness Model Canvas, Brand Strategy Canvas

Abstract

Ready-to-eat food is one of technological innovation that is increasingly developing in the domestic market due to aspects of efficiency and practicality that benefit consumers. The application of this technology is also targeting the typical Indonesian culinary industry which has great potential to continue to be developed, one of which is the Awet Madura canned duck (Bebek Kaleng Awet Madura) produced by PT Nur Yasin. Given the increasing competition in the food industry, a comprehensive strategy is needed to maintain the existence of quality products and compete in the market. The purpose of this study is to determine the extent of business development of Awet Madura Canned Duck through the Business Model Canvas (BMC) and Brand Strategy Canvas (BSC) approaches and the synergy of the two. The results showed that the synergy between business elements and branding strategies in the product of Awet Madura canned duck is very influential on business progress, so as to create differentiation, attract new customers, and maintain loyalty. With this approach, Awet Madura Canned Duck can combine the advantages of traditional specialty products with modern packaging innovations, making it relevant in the competitive fast food market, both locally and globally.

Keywords : Ready-to-eat, Bebek Madura, Bussiness Model Canvas, Brand Strategy Canvas

Author Biographies

Solehatun Munawaroh, Universitas Gadjah Mada

Solehatun Munawaroh adalah mahasiswa pascasarjana pada Program Magister Teknologi Industri Pertanian, Fakultas Teknologi Pertanian, Universitas Gadjah Mada, Indonesia. Fokus penelitiannya mencakup manajemen rantai pasok agroindustri. Selain itu, ia juga mendalami bidang manajemen bisnis agroindustri, pengembangan produk agroindustri, serta pangan fungsional. Minat risetnya mencakup integrasi antara inovasi teknologi, strategi bisnis, dan keberlanjutan dalam pengembangan sistem agroindustri yang adaptif dan kompetitif. Solehatun berkomitmen untuk menghasilkan karya-karya ilmiah yang dapat berkontribusi pada penguatan sektor agroindustri nasional, khususnya dalam mendukung ketahanan pangan dan pengembangan ekonomi berbasis sumber daya lokal.

Khariratun Horisah, Universitas Gadjah Mada

Khariratun Horisah is a master's student of Food Science and Technology, Faculty of Agricultural Technology, Universitas Gadjah Mada. She has an interest in the field of food product processing and development. Her research focus includes the development of health-based products and potential, especially in the immune system.

Atika Anistasia, Universitas Gadjah Mada

Atika Anistasia adalah Mahasiswa Magister Teknologi Industri Pertanian, Fakultas Teknologi Pertanian, Universitas Gadjah Mada. Latar belakang pendidikan selama ini di bidang Agroindustri, ketertarikan pada bidang Manajemen dan Sumber Daya Manusia serta sistem Kinerja Supply Chain Management Agroindustrial. Saat ini fokus penelitian yang sedang dijalankan diantaranya mencakup tentang pengukuran kinerja dalam dunia industri dan perusahaan agroindustri yang bertujuan untuk mengetahui dan meningkatkan sumber daya manusia sesuai dengan bidang kerjanya dan dapat meningkatkan efisiensi dibidang agroindustri.

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Published

2025-09-30

Issue

Vol. 13 No. 3 (2025): September

Section

Articles