Sustainable Business Optimazation Strategies in the Baduy Honey Industry for Reaching the Global Market

Abstrak

Baduy Honey is a unique honey product produced by the indigenous Baduy community in Kanekes Village, Banten, Indonesia. It is known for its traditional, eco-friendly production methods, which reflect deep local wisdom and have significant potential in both domestic and global markets.This study employs a qualitative approach with descriptive analysis, Business Model Canvas (BMC) mapping, SWOT analysis, Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) matrices, Internal-External (IE) matrix, SWOT matrix, and the Quantitative Strategic Planning Matrix (QSPM) to formulate strategies for sustainable business development.Data for the research was collected through in-depth interviews with 30 respondents selected using purposive sampling techniques. These respondents included traditional leaders, business owners, consumers, government institutions, non-governmental organizations, and honey experts. Additionally, secondary data was obtained from various credible sources such as books, scientific journals, previous research, news articles, and online sources. The data analysis was conducted qualitatively, beginning with BMC mapping to identify the nine key business elements, followed by evaluation through SWOT analysis. The IFE and EFE matrices were used to assess internal and external factors, which were then analyzed with the IE matrix to determine the industry’s strategic position. The SWOT matrix generated 17 alternative strategies, while QSPM was used to prioritize strategies based on their relative attractiveness. The Baduy Honey industry has strengths in local wisdom and environmental sustainability but faces challenges in marketing and distribution. BMC analysis identified nine key business elements, including a customer segment consisting of tourists and health-conscious consumers, as well as a value proposition of pure honey with no additives. The IE matrix placed the Baduy Honey industry in the "hold and maintain" position, recommending strategies to increase market share through digital marketing and product diversification. The QSPM matrix generated priority strategies, which were then implemented through a functional management approach, including Planning (Developing online marketing channels and product education), Organizing (Establishing eco-friendly business partnerships and product certification), Leadership (Promoting through social media and developing digital marketing technologies), Controlling (Maintaining product quality and managing customer databases). The Baduy Honey industry operates under a unique business system based on partnerships with the indigenous community and local wisdom. It holds great potential for growth through digital marketing strategies, product innovation, and environmentally friendly business partnerships.