DESIGNING A COMPETITIVE STRATEGY DEVELOPMENT USING THE BUSINESS MODEL CANVAS (BMC): A CASE STUDY ON CV. AJ

Authors

  • Felicia Katherine Geonawan Universitas Ciputra Surabaya, Indonesia
  • Wirawan Endro Dwi Radianto Universitas Ciputra Surabaya, Indonesia

DOI:

https://doi.org/10.29040/ijebar.v9i4.18386

Abstract

This study aims to design a competitive strategy development using the Business Model Canvas (BMC), with a case study on CV. AJ in South Kalimantan. The research adopts a qualitative approach with a case study method to explore the phenomenon experienced by CV. AJ in developing its competitive strategy through the BMC conceptual framework. The findings indicate that the strategy of expanding the product portfolio by introducing new feed brands can be sustained and further developed by emphasizing a differentiated value proposition, specifically superior feed quality and financial support. The addition of brand B feed does not lead to significant changes in the company’s key activities as a feed distributor. This study also provides operational recommendations for each element of CV. AJ’s business model that can be implemented to address the increasingly dynamic and competitive market environment.

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Published

2026-01-21

How to Cite

Felicia Katherine Geonawan, & Wirawan Endro Dwi Radianto. (2026). DESIGNING A COMPETITIVE STRATEGY DEVELOPMENT USING THE BUSINESS MODEL CANVAS (BMC): A CASE STUDY ON CV. AJ. International Journal of Economics, Business and Accounting Research (IJEBAR), 9(4). https://doi.org/10.29040/ijebar.v9i4.18386

Issue

Vol. 9 No. 4 (2025): IJEBAR, VOL. 09 ISSUE 04, DECEMBER 2025

Section

Articles

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