DESIGNING A BUSINESS MODEL WITH A BLUE OCEAN STRATEGY APPROACH IN RENGGANIS COFFEE CUP & ROASTERY JEMBER

Abstract

The coffee business model has evolved significantly and is now being explored by small and medium enterprises (SMEs), one of which is Rengganis Coffee Cup & Roastery. The owner faces challenges with the ideal business model to maintain its existence amid competition from similar businesses. The aim of this research is to identify the current position of Rengganis Coffee Cup & Roastery, analyze the business model currently in use, and develop an appropriate business model canvas using the blue ocean strategy approach. The method employed is qualitative, utilizing snowball sampling technique. The results of the study indicate that, with the blue ocean strategy approach, there are two elements that need improvement channels and key resources and three elements that need to be created customer segment, value proposition, and key activities. By adopting this blue ocean strategy, Rengganis Coffee Cup & Roastery can create an uncontested market space, making the competition irrelevant.