Strategies to Increase the Competitiveness of Menara Chicken's Ayam Geprek MSME in the Digital Era Using the Business Model Canvas and SWOT Methods

Safriyan Safriyan; Vitri Yuniarti; Mochammad Lukman Zaini Kurniawan

doi:10.63922/ijebir.v5i04.4258

Safriyan Safriyan Undergraduate Program in Industrial Engineering, Malang International Multimedia Engineering College
Vitri Yuniarti Undergraduate Program in Industrial Engineering, Malang International Multimedia Engineering College
Mochammad Lukman Zaini Kurniawan Undergraduate Program in Industrial Engineering, Malang International Multimedia Engineering College

DOI: https://doi.org/10.63922/ijebir.v5i04.4258

Keywords: MSMEs; competitiveness; Business Model Canvas; SWOT analysis; digital era

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in economic growth, particularly in the culinary sector which continues to develop rapidly in the digital era; However, many MSMEs still face challenges in maintaining competitiveness due to limited digital utilization and unstructured business strategies. This study aims to analyze the business model and formulate strategies to enhance the competitiveness of Ayam Geprek Menara Chicken using the Business Model Canvas and SWOT analysis approaches. The research employs a qualitative descriptive method with data collected through observation, interviews, and documentation. The results indicate that Menara Chicken has strengths in product taste, affordable pricing, and customer loyalty, while its weaknesses lie in digital marketing and limited product innovation; furthermore, opportunities arise from the rapid growth of digital platforms and online food delivery services, although intense competition and shifting consumer preferences pose significant threats. Based on these findings, the recommended strategies include strengthening digital branding, optimizing online distribution channels, and enhancing product innovation, which collectively contribute to improving MSME competitiveness in the digital era.

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