STRATEGI PENGEMBANGAN BISNIS MELALUI PENDEKATAN BUSINESS MODEL CANVAS DAN ANALISIS SWOT PADA INDUSTRI KERAJINAN TANGAN

The growth of the creative industry sector in Indonesia presents significant
opportunities for micro-enterprises to develop innovative products that embody
artistic aesthetic values and ecological sustainability principles. Lita Glass
Painting Malang is a micro-enterprise operating in this segment through the
transformation of waste glass materials into artworks with high aesthetic value.
Nevertheless, this enterprise faces several operational constraints, including
limited production capacity, inadequate optimization of digital marketing, and a
conventional management system. This study aims to evaluate the currently
implemented business model and formulate appropriate development strategies to
support sustainable business growth. The research approach employed is a
qualitative descriptive method utilizing Business Model Canvas (BMC) and SWOT
analysis as analytical instruments. Research findings indicate that Lita Glass
Painting possesses competitive advantages in aspects of handmade product
uniqueness, environmental friendliness orientation, and personalized customer
relationship patterns. Based on the evaluation results of the Internal Factor
Analysis Summary (IFAS) and External Factor Analysis Summary (EFAS)
matrices, the enterprise's strategic position is located in Quadrant I, which implies
a Grow and Build Strategy. The proposed strategic recommendations encompass
accelerated marketing digitalization, production capacity enhancement, product
portfolio diversification, and cost structure efficiency through the utilization of
local raw materials