Research Paper
Year: 2020 | Month: September | Volume: 7 | Issue: 9 | Pages: 253-264
Thinking of Blue Ocean-Strategy of Gondorukem Business Model Transformation in Perhutani Regional Division of Central Java
Ulfa Tri Astuti1, Lukman M. Baga2, Dikky Indrawan1
1IPB University, School of Business, Jl Raya Padjajaran Bogor, Indonesia
2Departement of Agribusiness, Faculty of Economics and Management, IPB University, Jl Agatis Kampus IPB Darmaga, Bogor 16880
Corresponding Author: Ulfa Tri Astuti
ABSTRACT
Gondorukem is a non-wood forestry product that is produced by steam distillation of pine resin (Pinus merkusii junk) aside from turpentine oil. This study aims to compile the current business model canvas, assess 9 business elements using SWOT analysis, and formulate business models recommendation. The analysis used in this study was SWOT analysis, Business Model Canvas (BMC), and Blue Ocean Strategy (BOS). The results showed that the company currently had some troubles in its business. The initial value proposition consists of gondorukem derivative products such as glycerol rostin ester, alpha pinene, betha pinene, limonene, cineol, and alpha terpineol. Furthermore, business revenue can be raised through the sales of the new products from gondorukem production waste such as biopellet.
Keywords: biopellet, BMC, BOS, strategic management, SWOT analysis
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