STRATEGI PEMASARAN MELALUI PENDEKATAN GREEN BUSINESS MODEL CANVAS PADA CV CAHYA WIDHI 16 DI GIANYAR
DOI:
https://doi.org/10.59003/nhj.v6i4.2346Keywords:
Sustainable Business Model Canvas, green marketing, aromatherapy candles, green competitiveness, sustainabilityAbstract
CV Cahya Widhi 16 is a small enterprise in Gianyar, Bali, producing aromatherapy candles using paraffin wax and coconut-shell containers. This study analyzes its marketing strategy through the Sustainable Business Model Canvas (SBMC) and formulates a gradual transition strategy toward green competitiveness. A qualitative descriptive design was applied using observation, in-depth interviews, documentation, literature review, and internal sales records. The analysis combined nine SBMC elements with IFAS, EFAS, and business-feasibility assessment. The existing model is economically efficient but does not yet integrate sustainability comprehensively. The IFAS score was 3.05 and the EFAS score was 2.903, indicating a hold-and-maintain position. The redesigned model proposes natural wax and essential oils, premium market segments, stronger digital channels, refill services, local partnerships, and biodegradable packaging. The strategy supports differentiation, market expansion, and long-term business sustainability.
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