SUSTAINABLE BUSINESS STRATEGY OF ARDHIFER FERTILIZER USING THE CANVAS BUSINESS MODEL

Abstract

As an agrarian nation, fertilizers have emerged as a fundamental requirement for sustaining the agricultural environment in Indonesia. The Dangiang Pilar Pajajaran Consumer Cooperative manufacture Ardhifer fertilizer to meet this requirement. From a business perspective, Pupuk Ardhifer needs to concentrate on ensuring its benefits reach a wider audience. The business model canvas serves as an analytical instrument for formulating the business strategy of Pupuk Ardhifer. The study aimed to analyze the sustainable business practices of Pupuk Ardhifer, formulate a business model canvas for the company, and identify priority strategies based on nine key factors as a foundation for business development plans. The study employed qualitative descriptive methods, utilizing data sourced from interviews with supervisors and cooperative managers, alongside additional information gathered from focus group discussions (FGD) with expert speakers. The research findings demonstrate that the sustainable business model employed by Pupuk Ardhifer utilizes an integrated farming concept, characterized by collaboration among breeders, cooperatives, and farmers. The analysis of the business model canvas indicates that the Dangiang Pilar Pajajaran Consumer Cooperative should prioritize three elements to expand its market reach and enhance production capacity: key resources, key partnerships, and channels.