Identifying elements of mushroom business development in Malang City with a Canvas model approach

Abstract

The mushroom agroindustry has a profitable business opportunity for farmers because it is easy to cultivate, needs short planting time, and does not require extensive planting land. Moreover, the price of post-harvest products is quite high. To face increasingly intense competition, mushroom agroindustry actors need to implement strategic management to increase business competitiveness. The purposes of this study are to identify a business model using the business mode canvas (BMC) approach, analyse the internal and external factors of mushroom agroindustry and formulate alternative business development strategies using SWOT analysis. The result shows that the business model of mushroom agroindustry viewed by nine elements of BMC. By SWOT analysis, mushroom agroindustry has internal strength in its business that is on clear consumer segmentation (0.650). The weakness is anticipating the fewer consumers’ enthusiasm toward healthy food products (0.500). The opportunity of mushroom agroindustry is optimizing the online market (1.200). The threat is competitors from other food products (0.525). Some alternatives of developing the business are based on hold and maintain position consists of four combined strategies: developing and increasing product quality (SO), increasing promotion and services (ST), marketing the products by social media (WO), and evaluating the quality of business relationship (WT).

Situation Analysis of Small-scale Mushroom Enterprises of Meghalaya in the Wake of COVID-19 Pandemic

“…And the farmers can realize their higher returns if they are made proficient in social media as they can utilize social media for marketing of their produce. The use of social media for SMEs facilitates business development, increases product sales, eases communication with consumers, and develops and expands market networks was also suggested by Filipov (2021) & Citraresmi et al, (2021.…”

“…Shirur & Chandregowda (2017) had similar finding for opportunities i.e., increasing awareness among people leading to increasing demand for mushrooms in the market". Citraresmi et al, (2021) also reported for opportunities, "optimizing the online market" and threat was "competitor from other food sources".…”

“…Datta and Das (2019) suggested the creation of Mushroom Marketing Organization (MMO) to foster marketing linkage. Citraresmi et al, (2021) recommended that to increase sales volume business cooperation should be established with resellers, retailers and gift shops. It will be easier for companies to establish business partnerships with various parties such as suppliers, distributors, and consumers (Kaleka & Morgan, 2017).…”

Analisis Swot Program Pemberdayaan Ekonomi Umat Pada Sentra Budi Daya Jamur Tiram

“…Bahkan kini peluang tersebut semakin terbuka dengan adanya pemasaran melalui media online, walaupun telah bermunculan berbagai varian kuliner yang menjadi pesaing akan makanan sehat ini. (Citraresmi et al, 2021). Untuk itu, diperlukan beberapa strategi untuk peningkatan budi daya jamur tiram ini, antara lain melalui inovasi produk dan peningkatan kualitas produk, peningkatan/ perluasan cakupan pemasaran serta penjalinan kerjasama dengan berbagai mitra atau stakeholder (pemangku kepentingan) terkait (Al Ridho et al, 2020;Citraresmi et al, 2021;Rachmawati et al, 2022).…”

“…(Citraresmi et al, 2021). Untuk itu, diperlukan beberapa strategi untuk peningkatan budi daya jamur tiram ini, antara lain melalui inovasi produk dan peningkatan kualitas produk, peningkatan/ perluasan cakupan pemasaran serta penjalinan kerjasama dengan berbagai mitra atau stakeholder (pemangku kepentingan) terkait (Al Ridho et al, 2020;Citraresmi et al, 2021;Rachmawati et al, 2022). Hasil penelitian tersebut di atas menggambarkan budi daya jamur tiram dikembangkan dari sisi peningkatan usahanya, tetapi cenderung belum menonjolkan bagaimana proses pemberdayaan bagi mereka yang terlibat.…”