INOVASI MODEL BISNIS UNTUK MENINGKATKAN KEUNGGULAN BERSAING: PENDEKATAN BUSINESS MODEL CANVAS DAN BLUE OCEAN STRATEGY

Abstrak

RM Padang Rang Chaniago faces increasingly fierce Red Ocean competition in Tasikmalaya City. This condition is characterized by the increase in restaurants offering affordable rice packages, which has depressed business revenue. Furthermore, traditional management and operational dependence on the owner have become obstacles to creating differentiation and expanding the business scale. This study aims to analyze the current business model and design a Blue Ocean strategy based on the Business Model Canvas (BMC) to generate more competitive value innovation. The study used a descriptive qualitative approach with a case study method. Data were collected through in-depth interviews, observation, and documentation, then analyzed using the Miles and Huberman model. The results show that the application of the ERRC (Eliminate, Reduce, Raise, Create) framework resulted in the design of a new business model focused on the corporate lunch box segment, agency catering services, and strengthening digital channels. This strategy reduces dependence on price competition and expands revenue sources. The integration of BMC and the Blue Ocean strategy has proven to be able to reconstruct RM Padang Rang Chaniago's business model so that it no longer competes solely on price but instead creates new, more sustainable and value-added market space. Thus, businesses have the opportunity to increase competitiveness and business sustainability in the long term.