Citation:

Srimulyati R. Sari Putri. "Business Development Strategy Analysis for Rajawali Sosis Baso (RSB) Frozen Food Using the Business Model Canvas (BMC)" International Research Journal of Economics and Management Studies, Vol. 5, No. 8, pp. 137-145, 2026. Crossref. https://doi.org/10.56472/25835238/IRJEMS-V5I8P114

Abstract:

This study was motivated by the rapid growth of the frozen food industry in Indonesia, driven by changing urban lifestyles and increasing consumer demand for convenient, practical, and ready-to-cook food products, supported by considerations of convenience, halal certification, and ease of food storage. Rajawali Sosis Baso (RSB) is a retail and wholesale frozen food business with 30 branches across Greater Bandung and its surrounding areas. However, persistent market competition requires RSB to continuously evaluate and develop its business model to maintain business sustainability. This study aims to analyze the development of RSB's business strategy using the Business Model Canvas (BMC) approach. A qualitative approach with a descriptive method was employed. Data were collected through interviews with branch managers and business owners, operational observations, and documentation review. The collected data were mapped onto the nine elements of the Business Model Canvas. The results indicate that RSB has established a relatively well-developed business model, with all nine BMC elements identified and interconnected. Nevertheless, opportunities for further development were identified across all nine BMC components, particularly in Key Partnerships, Key Activities, Value Propositions, Customer Relationships, Channels, and Revenue Streams. The proposed business development strategies include strengthening digital marketing and live shopping activities, expanding sales through e-commerce platforms and marketplaces, strengthening RSB's own halal-certified brand supply products, developing bulk order services for the hospitality and catering segments, and developing a tiered customer loyalty program.

References:

[1] Anggundari, W. C., Suroso, A. I., & Setiawan, B. (2023). Strategies and business models of post-pandemic culinary business: Case study of XYZ restaurant. Jurnal Aplikasi Bisnis dan Manajemen, 9(1), 239-251. https://doi.org/10.17358/jabm.9.1.239
[2] Basuki, C. (2023). Business Model Canvas and SWOT analysis as a development strategy frozen food culinary industry. Journal of Business, Management, and Social Studies, 3(3), 131-145. https://doi.org/10.53748/jbms.v3i3.60
[3] Budiono, Hartoyo, & Ali, M. M. (2024). Business Model Canvas (BMC) berbasis persepsi nilai dan preferensi konsumen terhadap frozen food-bakso kemasan di pasar Kota Bandung [Master’s thesis, IPB University]. https://repository.ipb.ac.id/handle/123456789/157459
[4] Cavalcante, S., Kesting, P., & Ulhoi, J. P. (2011). Business model dynamics and innovation: (Re)establishing the missing linkages. Management Decision, 49(8), 1327-1342. https://doi.org/10.1108/00251741111163142
[5] Chesbrough, H. (2006). Open business models: How to thrive in the new innovation landscape. Harvard Business School Press.
[6] Dora, Y. M., Ramadhan, A., Firmansyah, A., Syarif, I. Y., & Saputro, N. D. (2020). Designing frozen food business model using Canvas Business Model. PalArch's Journal of Archaeology of Egypt/Egyptology, 17(10), 3912–3921. https://archives.palarch.nl/index.php/jae/article/view/6031
[7] Hasanah, I., Hapsari, I. D., & Arifi, I. (2024). Frozen food business strategy analysis "UD. Fresh Frozen Food" with 10 types of innovation and Business Model Canvas. Jurnal Ekonomi, 13(4), 1195-1203. https://doi.org/10.54209/ekonomi.v13i04.5732
[8] IMARC Group. (2026). Indonesia frozen food market size, share, trends and forecast by type, distribution channel, and region, 2026-2034. IMARC Group. https://www.imarcgroup.com/indonesia-frozen-food-market
[9] Kartika, A. S. (2023). The application of SWOT analysis strategy and Business Model Canvas in culinary home business in Denpasar. International Conference Faculty of Economics and Business, 2(1), 1–7. https://journal.undiknas.ac.id/index.php/icfeb/article/view/4532
[10] Latif, S., Soenarno, M. S., & Supriyadi, L. C. E. D. (2024). Strategi pengembangan bisnis frozen food pada UMKM Queenbeef melalui pendekatan Business Model Canvas [Master’s thesis, IPB University]. https://repository.ipb.ac.id/handle/123456789/155395
[11] Maharani, C. A. (2023). Studi kelayakan bisnis kewirausahaan frozen food “Tiga Bersaudara.” In Seminar Nasional & Call for Paper HUBISINTEK 2023. Universitas Duta Bangsa Surakarta.
[12] Maharani, H. S., & Alamsyah, M. I. (2025). Business strategy development using the Business Model Canvas and Value Proposition Canvas (case study: Redbox Frozen Foods). Eduvest-Journal of Universal Studies, 5(10), 3241-3252. https://doi.org/10.59188/eduvest.v5i10.51798
[13] Mordor Intelligence. (2026). Indonesia frozen food-Market share analysis, industry trends & statistics, growth forecasts, 2026-2031. Mordor Intelligence. https://www.mordorintelligence.com/industry-reports/indonesia-frozen-food-market
[14] Nugrahani, F. (2014). Metode penelitian kualitatif. Cakra Books.
[15] Nurhanifah, A. R., & Dewi, F. (2024). Pengembangan produk dan analisis finansial produk domba guling menjadi frozen food di Perusahaan ABA Farm Bandung [Thesis, IPB University]. https://repository.ipb.ac.id/handle/123456789/154856
[16] Osterwalder, A., & Pigneur, Y. (2010). Business model generation: A handbook for visionaries, game changers, and challengers. John Wiley & Sons.
[17] Osterwalder, A., & Pigneur, Y. (2012). Business model generation: Generasi model bisnis. PT Elex Media Komputindo.
[18] Rahayu, V. P., Astuti, R. F., Mustangin, & Sandy, A. T. (2022). SWOT analysis and Business Model Canvas (BMC) as solutions in determining culinary business development strategies. International Journal of Community Service Learning, 6(1), 112–121. https://doi.org/10.23887/ijcsl.v6i1.40965
[19] Rangkuti, F. (2006). Analisis SWOT: Teknik membedah kasus bisnis. PT Gramedia Pustaka Utama.
[20] Ridlo, M. (2022). Analisis model bisnis dimsum frozen CV. Indomitra Cipta Pangan Kota Tangerang [Thesis, UIN Syarif Hidayatullah Jakarta]. https://repository.uinjkt.ac.id/dspace/handle/123456789/65314
[21] Rosyad, A. N., Syarief, R., & Syuaib, M. F. (2022). Business model development strategy for frozen food micro-businesses in the new normal era (case study: CV XYZ). Indonesian Journal of Business and Entrepreneurship, 8(1), 93. https://doi.org/10.17358/ijbe.8.1.93
[22] Ramelan. (2012). Business model canvas: Penerapan di Indonesia. PPM Manajemen.
[23] Wirawan, A. (2024). Strategi pengembangan usaha Batik Tetuko dengan pendekatan Business Model Canvas (BMC). Prosiding Seminar Nasional Manajemen, Ekonomi dan Akuntansi, 9. https://proceeding.unpkediri.ac.id/index.php/senmea/article/view/5428

Keywords:

Business Development Strategy, Business Model Canvas, Frozen Food Business, Rajawali Sosis Baso.