Business Model Canvas as a Strategic Tool for Enhancing Competitive Advantage in Bakery MSMEs: A Case Study of Nadia Roti, Bandar Lampung

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a significant role in Indonesia's economic development by contributing to employment generation and national economic growth. Nevertheless, increasing market competition, rapid technological development, and changing consumer preferences require MSMEs to continuously improve their business models to maintain competitiveness. This study aims to analyze the implementation of the Business Model Canvas (BMC) and examine its role in enhancing the competitive advantage of Nadia Roti, a bakery MSME located in Bandar Lampung, Indonesia. A qualitative case study approach was employed using observations, in-depth interviews, and documentation as primary data collection techniques. The analysis was conducted using the nine elements of the Business Model Canvas, namely Customer Segments, Value Propositions, Channels, Customer Relationships, Revenue Streams, Key Resources, Key Activities, Key Partnerships, and Cost Structure. The findings indicate that the Business Model Canvas provides a comprehensive framework for identifying business strengths, weaknesses, opportunities, and strategic improvements. Nadia Roti has successfully created competitive value through affordable product pricing, product quality, customer-oriented services, and effective utilization of digital marketing channels. However, several areas require further improvement, particularly digital transformation, product innovation, customer relationship management, and strategic partnerships. The study concludes that the Business Model Canvas is an effective strategic planning tool that supports business sustainability, operational efficiency, and competitive advantage for bakery MSMEs operating in increasingly competitive markets.