BUSINESS MODEL DESIGN OF TANAH MERDEKA CARGO TERMINAL WITH BUSINESS MODEL CANVAS METHOD

• Main Author: Zulfa, Indana
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/84241
• Institution: Institut Teknologi Bandung

The role of transportation and logistics is becoming increasingly vital in ensuring the smooth flow of goods and services, especially with the rise of globalization and technological advancements. Freight terminals, such as the Tanah Merdeka Goods Terminal, serve as critical distribution nodes that connect various modes of transportation, enhancing operational efficiency in the supply chain. The evolution of terminal concepts and the pivotal role of goods terminals in logistics mean these terminals now function not only as transportation hubs but also as logistics centers where industrial and logistics activities are integrated. Consequently, freight terminals must adopt a more adaptive and integrated business model to address the dynamic challenges within the transportation and logistics sectors. This research employs the Business Model Canvas (BMC) approach to analyze and develop key business elements, including Customer Segments, Value Proposition, Channels, Customer Relationships, Revenue Streams, Key Resources, Key Activities, Key Partners, and Cost Structure. Data was collected through questionnaires distributed to stakeholders at the Tanah Merdeka Goods Terminal. Prior to implementing the BMC, an analysis of internal factors was conducted using Business System Characteristics Analysis, Value Chain Analysis, the Resource- Based View (RBV) of the firm, VRIO analysis, and Stakeholder Analysis. For external analysis, competitor analysis was conducted using the 7P marketing mix and the PESTEL framework, which examines Political, Economic, Social, Technological, Legal, and Environmental factors. The research findings indicate that transitioning terminals from transportation hubs to logistics centers presents significant potential. The study reveals several key insights: Customer Segments include basic terminal services, storage and warehousing, distribution, and delivery. Value Proposition focuses on performance, cost-efficiency, accessibility, customization, and security. Channels are managed through both owned and partner networks. Customer Relationships emphasize personal assistance, community engagement, and co-creation. Revenue Streams are derived from service utilization and intermediary services. Key Resources encompass physical, human, and financial assets. Key Activities include service provision, financial management, information technology, and sales and marketing. Key Partners are identified as government entities and business iv partners. Finally, the Cost Structure involves expenses related to key activities, resources, and partnerships.