ANALISIS STRATEGI PENGEMBANGAN BISNIS PADA CV ASTIKA RIZKI NURSERY, KOTA BATU

CV Astika Rizki Nursery is a business entity engaged in the citrus nursery sector, located in Batu City, East Java, Indonesia. This study aims to analyze the business development strategy of CV Astika Rizki Nursery using the Business Model Canvas (BMC) and SWOT analysis. This research was conducted by collecting primary data through interviews and direct observation, as well as secondary data from relevant literature. The Business Model Canvas analysis was used to map the current business model and identify key elements that support business operations. SWOT analysis was conducted to assess the strengths, weaknesses, opportunities, and threats faced by CV Astika Rizki Nursery. The results of the study indicate that CV Astika Rizki Nursery has several main strengths, including high-quality citrus seedlings, modern planting techniques, and agricultural consulting services. However, the business also faces challenges such as limited capital and skilled labor, as well as increasing competition from other citrus seedling producers. Significant opportunities are seen in the growing market demand for high-quality citrus seedlings, advancements in nursery technology, and the potential for market expansion through strategic partnerships. Based on the BMC and SWOT analysis, several business development strategies are recommended, including improving operational efficiency through the adoption of modern agricultural technology, diversifying products and services, and strengthening digital marketing to expand market reach. Additionally, partnerships with local farmers and exploring export opportunities can strengthen distribution networks and open access to international markets. This research provides deep insights into the business development strategies that can be implemented by CV Astika Rizki Nursery to enhance competitiveness and achieve long-term success in the citrus nursery industry.