New Business Model Validation and Adjustment towards Black Garlic Products Marketing (Case Study on Equine Black Garlic)

Fahrul Saefudin, Efri Mardawati, Totok Pujianto, Herlina Marta, Devi Maulida Rahmah, Radhitya Anugrah Herdiningrat

Abstrak


Garlic (Allium sativum) has been known as a medicinal herb since the ancient Egyptians, but it is not liked by many people because it has distinctive flavors. It has driven the innovation of garlic through a controlled heating process to become black garlic by the Equine Black Garlic Team. This team is a collaborative idea from the academician in the Agro-Industrial Technology Study Program, Faculty of Agro-Industrial Technology, Universitas Padjadjaran, so that garlic can be widely accepted in society as an herbal product. The black garlic that has been produced is being developed further as a business based on the application of technology through a business model that has been designed. The Equine Black Garlic team has used the business model canvas (BMC) as an approach to formulating its business model, although it has not yet worked well. Validation and adjustments were then carried out in this study by distributing questionnaires to potential consumers of black garlic in order to update the BMC so that it could be implemented and work well. The proposed questionnaire was related to the strategy to increase market and consumer acceptance of black garlic. The results show that consumers, as respondents, recommend using single-clove garlic produced by local farmers in Indonesia as a unique value added to the products produced by the team. Furthermore, it is deemed necessary to immediately develop variations in products and packaging to expand the targeted market. The advice obtained from the results of filling out the questionnaire is that activities are needed that can increase customer engagement so that there is better knowledge and a better relationship between the company and consumers, so that black garlic products can have an increasing demand every day.

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Referensi


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