IMPROVING THE BUSINESS MODEL CANVAS TO MAINTAIN SALES PERFORMANCE OF ORNAMENTAL FISH BUSINESS POST COVID 19 PANDEMIC (CASE STUDY: EKUARIUM)

• Main Author: Agung Bustomi, Rizky
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/80986
• Institution: Institut Teknologi Bandung

When COVID 19 hit in 2020, the ornamental fish business was one of the few businesses that did not experience a crisis. The demand for ornamental fish increased during the COVID 19 pandemic. This is in line with the increasing number of people who choose new hobbies of raising ornamental fish during the Large-Scale Sausage Restrictions (PSBB). when the PSBB has been relaxed or even does not apply in the community, and the community has returned to activities outside the home as before. So that new habits that are often done at home begin to be abandoned, that's when sales decline. Ekuarium is one of the ornamental fish retail businesses that experienced a decline in sales performance located in Bandung, West Java. The sales performance of this Ekuarium is relatively unstable even though it has the potential to continue to grow in the future. This study aims to analyse the elements that affect the sales performance of the Ekuarium and update the Business Model Canvas to improve sales performance. The research methodology used is a qualitative method with data collection through interviews and observation. The secondary data used in this study were obtained through books, journals, news, and other reliable sources. For environmental analysis, this study utilizes PESTEL Analysis, Porter's 5 Forces, Customer Empathy Map, and Competitor Analysis to obtain data from the external environment. Furthermore, this study uses VRIO analysis to determine the competitive advantage of businesses. The collected data is then summarized using SWOT analysis and formulated in the TOWS Matrix, Value Proposition Canvas, and Marketing Mix (4P's). The result of the study is that there are BMC updates on the Value Proposition, Customer Relationship, Channels, Customer Segments, and Revenue Stream blocks. It is hoped that the update can maintain and improve sales performance at the Ekuarium