Rase Coffee Business Development Strategy in Malang by UD. Jaya Baru

Abstract

The purpose of this research is to analyze business development strategies Kopi Rase in UD Jaya Baru. The research discuss to find business development strategies for family business which have a mature product in matter of product life cycle. The research approach is using descriptive qualitative analysis to process the data. The analysis that is conducted using several tool and theory such as, Business Model Canvas and Blue Ocean Strategy. The using of Business Model Canvas can describe what is happening in the company and what will happen after implementing strategies. Blue Ocean Strategy helps to summarize the change in business model for company using Strategy Canvas, Four Actions Framework, and ERRC Grid. The result of this research give a perspective and strategic direction for company, which is keep selling the old product and develop a new product for blue ocean market meant to be giving more value to customers and prevent company profit loss.