Applying Business Model Canvas and SWOT-AHP to Enhance MSMEs Competitiveness (Case Study of Local Snack Production in Eastern Indonesia)
Ardine Zada Artanti*, Panji Deoranto, Susinggih Wijana

Department of Agro-industrial Technology, Faculty of Agricultural Technology, Universitas Brawijaya
Jl. Veteran, Malang 65145, Indonesia
*ardinezada[at]student.ub.ac.id

Abstract

Micro, Small, and Medium Enterprises (MSMEs) are pivotal to local economic development, yet many struggle with ineffective business models and limited growth strategies. This study investigates Binonmeto MSME in Timor Tengah Selatan, Indonesia, a rural enterprise producing corn-based tortilla chips that has yet to maximize market opportunities and ensure long-term sustainability. The research integrates the Business Model Canvas (BMC), SWOT-based Internal-External (IE) matrix, and Analytical Hierarchy Process (AHP) to provide a structured strategic framework. Data were collected through qualitative and quantitative methods involving four expert respondents, with analytical processing conducted using Expert Choice 11. Results indicate that out of seven identified strategies, the highest priority is distribution expansion, followed by leveraging e-commerce and enhancing digital branding. Furthermore, nine contextual BMC elements are proposed to address local socio-economic dynamics. This integrative approach demonstrates the adaptability of BMC-SWOT-AHP in guiding the development of agribusiness-based MSMEs, reinforcing competitiveness through innovation, community engagement, and digital transformation. Policy recommendations include longitudinal validation of strategies and targeted government interventions to improve access to finance and digital skills training.

Keywords: AHP- BMC- development strategy- MSME- SWOT

Topic: Agro-industrial system management and regulation