Strategi Pengembangan Usaha Cahaya Motor Berbasis Analisis SWOT dan Business Model Canvas

Abstract

This study aims to map the existing business model, measure internal and external factors, and formulate business development strategies and an updated Business Model Canvas (BMC) for Cahaya Motor, a spare parts and workshop enterprise in Parung and Jonggol, Bogor Regency. The study employs a mixed-methods approach with a sequential exploratory design, utilizing observation, interviews, and documentation involving 9 informants, followed by questionnaires distributed to 8 respondents. Data analysis was conducted using the BMC, IFAS-EFAS matrices, SWOT Cartesian Diagram, and TOWS Matrix. The results indicate that Cahaya Motor's business model is trust-based, with major strengths in product quality, competitive pricing, and responsive, friendly, as well as honest service. Meanwhile, aspects requiring improvement include inventory management, digital marketing, delegation of authority, and strengthening business legality. An IFAS score of 1.76 and an EFAS score of 1.17 place Cahaya Motor in Quadrant I (S-O), thereby directing the strategy toward leveraging strengths to capture opportunities. The strategies encompass maintaining quality, service, pricing, and warranties; expanding spare parts variety, including electric vehicle components; enhancing body component availability through inventory planning and supplier collaboration; strengthening legal status by establishing a CV (Commanditaire Vennootschap); as well as increasing the workforce and delegating partial authority to store managers. These strategies are translated into a new BMC with reinforced digital marketing and services. The top priorities are formalizing the business legality into a CV as a foundation for more formal management, alongside expanding the variety of spare parts, including electric vehicle components, to capture increasingly diverse market demands.