BUSINESS DEVELOPMENT ANALYSIS OF “UMKM ALIF KUE BAYTAT KHAS BENGKULU” BASED ON BUSINESS MODEL CANVAS (BMC) AND BRAND STRATEGY CANVAS (BSC) METHODS

Authors

Keywords:

Bay Tat, Business Model Canvas, Brand Strategy Canvas, Traditional Food

Abstract

Indonesia is renowned for its diverse array of traditional foods. One of the traditional foods, a food developed in Bengkulu, is bay tat cake. This cake has become a cultural heritage of the Bengkulu community, having been in existence for a long time and serving as food for kings. UMKM Alif is one of the producers that has been processing bay tat cake since 2011. To maintain the existence of products in the market and compete effectively, an appropriate strategy is necessary. This study aims to analyze the business development strategy of UMKM Alif Kue Bay Tat Khas Bengkulu using the Business Model Canvas (BMC) and Brand Strategy Canvas (BSC) approaches. Data was obtained through observation, interviews, and literature review, then analyzed using BMC and BSC. The results showed that UMKM Alif has strengths in the form of authentic taste, a halal label, and attractive packaging, with broad market opportunities through digital marketing and an increasing interest in traditional cuisine. However, this business also faces weaknesses such as limited product variants and suboptimal promotion, as well as threats from numerous competitors, while BSC emphasizes the importance of customer insights, product differentiation, emotional benefits, and brand identity. The recommended strategy is an aggressive strategy (SO) with a focus on product innovation, digital marketing optimization, and partnership expansion to enhance competitiveness and business sustainability

Author Biographies

  • Atika Anistasia, Universitas Gadjah Mada

    I am a master's student in the Agricultural Industrial Technology study program, Faculty of Agricultural Technology, Gadjah Mada University. I am currently conducting research focused on supply chain management and logistics costs for horticultural commodities. In addition to these areas, I am also interested in developing agro-industrial products to increase product value, especially for MSMEs in Indonesia.

  • Solehatun Munawaroh, Universitas Gadjah Mada

    Solehatun Munawaroh is a graduate student in the Master's Program in Agricultural Industrial Technology at the Faculty of Agricultural Technology, Gadjah Mada University, Indonesia. Her research focuses on agro-industrial risk management, sustainability, and industrial safety, with particular emphasis on the application of technology to assess supply chain risks and formulate strategies to mitigate uncertainties in production and distribution. In addition to these areas, she has a strong interest in agro-industrial product development, aiming to explore innovations that enhance product value, efficiency, and competitiveness.

  • 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.

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Published

2025-11-06

Issue

Vol. 1 No. 1 (2025): November 2025

Section

Articles