Analysis of Green Coffee Beans Export Development Strategy through Business Model Canvas: Case Study on CV Malabar

Abstract

Coffee is a strategic commodity in Indonesia that has great export opportunities, especially green coffee beans. Global demand for specialty coffee has increased along with changes in lifestyle and consumption patterns of the world community. CV Malabar has great potential in m specialty arabica coffee exports. This research examines the business development strategy of green coffee beans exports at CV Malabar, which previously focused on the domestic market. The research method used is a qualitative and quantitative approach with data collection techniques through direct observation, interviews, and documentation. The analysis approach involved Business Model Canvas (BMC), SWOT, and financial feasibility an alysis. SWOT analysis was used to assess business potential and prospects, while financial feasibility was analyzed through profit and loss projections and R/C ratios. The results identified that CV Malabar's value proposition is strengthened through the "six- precision" guarantee and product quality certification, complementing the recognized authenticity of Java Preanger single origin coffee. The study recommends key development strategies on key partners, key activities, and key resources such as partnerships with forwarders, SCAA quality certification, and strengthening human resources and infrastructure. In addition, optimization of customer segments, customer relationships, and channels through the addition of international importer segments, digital customer services, and social media/website optimization are also proposed, which are expected to improve operational efficiency and re-energize CV Malabar's export activities independently. The post- development cost structure shows a significant increase in operational costs (fixed costs IDR820,496,000/year; variable costs IDR1,147,050,000/year), along with investment in export activities. The projected revenue stream shows a potential increase in net profit to IDR 2,757,917,095.13/year. The export development strategy is considered financially viable and provides a new growth direction for the company.