Identifying elements of mushroom business development in Malang City with a Canvas model approach

Ardaneswari Dyah Pitaloka Citraresmi, Novi Haryati, Paramyta Nila Permanasari


The mushroom agroindustry has a profitable business opportunity for farmers because it is easy to cultivate, needs short planting time, and does not require extensive planting land. Moreover, the price of post-harvest products is quite high. To face increasingly intense competition, mushroom agroindustry actors need to implement strategic management to increase business competitiveness. The purposes of this study are to identify a business model using the business mode canvas (BMC) approach, analyse the internal and external factors of mushroom agroindustry and formulate alternative business development strategies using SWOT analysis. The result shows that the business model of mushroom agroindustry viewed by nine elements of BMC. By SWOT analysis, mushroom agroindustry has internal strength in its business that is on clear consumer segmentation (0.650). The weakness is anticipating the fewer consumers’ enthusiasm toward healthy food products (0.500). The opportunity of mushroom agroindustry is optimizing the online market (1.200). The threat is competitors from other food products (0.525). Some alternatives of developing the business are based on hold and maintain position consists of four combined strategies: developing and increasing product quality (SO), increasing promotion and services (ST), marketing the products by social media (WO), and evaluating the quality of business relationship (WT).


Agroindustry; Business model canvas; Mushrooms SWOT analysis

Full Text:



Afifa, Y. N., and Santoso, I. (2018) ‘Risk analysis and mitigation using Scor-Fuzzy ANP’, Indian Journal of Science and Technology, 11(24), pp. 1-13

Amit, R., and Zott, C. (2012) ‘Creating value through business model innovation’, Journal MIT Sloan Management Review, 53(3), pp. 42-49

Angelova, B. (2011) ‘Measuring customer satisfaction with service quality using American Customer Satisfaction model (ACSI model), International Journal of Academic Research in Business and Social Sciences, 1(3), pp. 232-258

Bigley, J. D. (2018) ‘A tactical framework for market penetration with a multidimensional organization’, Research in Economics and Management, 4(1), pp. 1-31

Butt, I., Mukerji, B., and Shareef, M. A. (2017) ‘Relevance of soft-sell and hard-sell advertising appeals for global consumer cultural positioning’, Journal of Customer Behaviour, 16(3), pp. 263- 279

Citraresmi, A. D. P., Haryati, N., and Rucitra, A. L. (2019) ‘The influence of internal factors on business performance: a resources based view of mushroom SME in Indonesia’, Russian Journal of Agricultural and Socio-Economic Sciences, 1(97), pp. 107-112

Datta, P., and Das, S. (2019) ‘Model-based strategic planning for strengthening mushroom entrepreneurship: insights from a Sub-Himalayan region of West Bengal, India’, GeoJournal, 86(1), pp. 145-158

Filipov, M. N. (2021) ‘Social media marketing for small and medium-sized enterprises in Kazakhstan’, Central Asian Journal of Innovations on Tourism Management and Finance, 1(4), pp. 1-14

Guine, R. P. F., Ramalhosa, E. C. D., and Valente, L. P. (2016) ‘New foods, new consumers: innovation in food product development’, Current Nutrition & Food Science, 12(3), pp. 175-189

Gurgen, A., Yildiz, S., and Cafer, U. (2018) ‘Determination of mushroom consumption preferences by using fuzzy analytic hierarchy process’, Eurasian Journal of Forest Science, 6(3), pp. 25-34

Indonesian Statistics (2018) Statistik Hortikultura Kota Malang 2018 (Horticulture Statistic of Malang City 2018) [online]. Available at (Accessed: 20 January 2021) [In Indonesian]

Kaleka, A., and Morgan, N. A. (2017) ‘Which competitive advantage(s)? competitive advantage–market performance relationships in international markets’, Journal of International Marketing, 25(4), pp. 25-49

Karel, S., Pawliezek A., and Piszczur, R. (2013) ‘Strategic planning and business performance of micro, small and medium-sized enterprises’, Journal of Competitiveness, 2(4), pp. 57-72

Kushwah, S., and Chaudhary, S. (2015) ‘Adoption level and constraints in scientific oyster mushroom cultivation among rural women in Bihar’, Indian Research Journal of Extension Education, 15(3), pp. 11-16

Osterwalder, A., and Pigneur, Y. (2012) Business model generation. Jakarta: Elex Media Komputindo.

Pazouki, M., Jozi, S. A., and Ziari, Y. A. (2016) ‘Strategic management in urban environment using SWOT and QSPM model’, Global Journal of Environmental Science and Management, 3(2), pp. 207-216

Prihatminingtyas, B., Susanto, R.Y., and Sandy, B.W. (2014) ‘The development of food and beverage industry based on people economic into good local industry’, Journal of Economics and Sustainable Development, 5(23), pp. 32–39

Rawung, N., Mekel, P., and Worang, F. (2015) ‘The influence of direct marketing and advertising toward customer purchase intention in applying consumer loan for government employees at PT. Bank Sulut Amurang Branch’, Jurnal Berkala Ilmiah Efisiensi, 15(50), pp. 426–436 [In Indonesian]

Rini, A. D., and Amaliyah. (2019) ‘The strategy of oyster mushroom cultivation development as a form of strengthening the local economy in Poncokusumo’, Jurnal Ekonomi Pertanian dan Agribisnis (JEPA), 3(2), pp. 311-324 [In Indonesian]

Shirur, M., and Chandregowda, M. (2017) ‘Ensuring success in oyster (Pleurotus sp.) mushroom cultivation through marketing strategies - a case study and SWOT analysis’, Journal of Agricultural Economics and Rural Development, 3(1), pp. 184-189

Simanjuntak, L. (2018) Menjamurnya Usaha Tani Jamur Berpeluang Ekspor [online]. Available at (Accessed: 20 January 2021) [In Indonesian]

Taherdoost, H. (2016) ‘Sampling methods in research methodology; how to choose a sampling technique for research’, International Journal of Academic Research in Management, 5(2), pp. 18-27

Taiminen, H. M., and Karjaluoto, H. (2015) ‘The usage of digital marketing channels in SMEs’, Journal of Small Business and Enterprise Development, 22 (4), pp. 633-651

Tokarski, A., Maciej, T., and Jacek, W. (2017) ‘The possibility of using the business model canvas in the establishment of an operator’s business plan’, Torun Business Review, 16(4), pp. 17–31

Zulkarnain, A., Wahyuningtias, D., and Putranto, T. S. (2018) ‘Analysis of IFE, EFE and QSPM matrix on business development strategy’, IOP Conf. Ser.: Earth Environ. Sci., 126, pp. 1-7



  • There are currently no refbacks.

Copyright (c) 2021 Ardaneswari Dyah Pitaloka Citraresmi

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.