SIMBOLON, SEHAT (2026) STRATEGI PENGEMBANGAN BISNIS BERAS SANGRATU MELALUI PENDEKATAN BUSINESS MODEL CANVAS (BMC) ANALISIS SWOT DAN MATRIKS TOWS (STUDI KASUS PT AGROBISNIS BANTEN MANDIRI). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The study was conducted to address the stagnation in the development of Sangratu rice produced by PT Agrobisnis Banten Mandiri (ABM), despite its internal potential and market opportunities. The research took place at PT Agrobisnis Banten Mandiri, Banten Province, from September 2025 to January 2026. A descriptive qualitative method was applied using interviews, questionnaires, observations, and documentation, analyzed through the Business Model Canvas (BMC), SWOT analysis, and TOWS matrix. The results show that the Sangratu rice business is positioned in Quadrant I (Strength-Opportunity), indicating strong internal conditions and favorable external opportunities. Therefore, the recommended strategies focus on optimizing distribution channels, strengthening digital marketing and branding, expanding partnerships, and improving customer relationships to enhance competitiveness and market reach.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini dilakukan untuk mengatasi stagnasi dalam pengembangan beras Sangratu yang diproduksi oleh PT Agrobisnis Banten Mandiri (ABM), meskipun memiliki potensi internal dan peluang pasar. Penelitian berlangsung di PT Agrobisnis Banten Mandiri, Provinsi Banten, dari September 2025 hingga Januari 2026. Metode deskriptif kualitatif diterapkan dengan menggunakan wawancara, kuesioner, observasi, dan dokumentasi, dianalisis melalui Business Model Canvas (BMC), analisis SWOT, dan matriks TOWS. Hasil penelitian menunjukkan bahwa bisnis beras Sangratu berada pada Kuadran I (Kekuatan-Peluang), yang menunjukkan kondisi internal yang kuat dan peluang eksternal yang menguntungkan. Oleh karena itu, strategi yang direkomendasikan difokuskan pada optimalisasi saluran distribusi, penguatan pemasaran dan branding digital, perluasan kemitraan, serta peningkatan hubungan dengan pelanggan untuk meningkatkan daya saing dan jangkauan pasar. | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian > 54201-Program Studi Agribisnis | |||||||||
| Depositing User: | Ms Sehat Simbolon | |||||||||
| Date Deposited: | 02 Feb 2026 01:59 | |||||||||
| Last Modified: | 02 Feb 2026 01:59 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/57623 |
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