Combine Business Model Canvas, Blue Ocean Strategy, and Analytical Hierarchy Process to Develop Business Model of Malkita Mall Jakarta

DOI

10.2991/aebmr.k.200812.050How to use a DOI?

Keywords

mall, business model, business model canvas, blue ocean strategy, analytic hierarchy process

Abstract

In the midst of the issue of shifting the mall’s function from shopping to gathering places, Malkita Mall is trying to increase occupancy so that it can increase company margins. To achieve this goal, Malkita Mall needs a new business model. The design of the business model was prepared using the Business Model Canvas. Qualitative research is applied to carry out internal and external analysis. Internal analysis is carried out to get the company’s current condition. Whereas external, macro and industry analysis are used to identify opportunities and threats in the next few years. Based on opportunities and threats, an ideal business model was formed for Malkita Mall. Next is an analysis of the gap between the current business model and the ideal business model. If the current conditions have reached the ideal conditions will be the strength of the company, but if there is a gap will be a weakness of the company. To close this gap, three new business model prototypes were developed using the Blue Ocean Strategy, the “Unicorn Frappuccino” prototype, the “Thai Tea” prototype, and the “Milkshake Monster” prototype. Looking at the company’s strengths and weaknesses, not all prototypes can be used. Therefore, an objective election is carried out using the Analytic Hierarchy Process method to get the right business model. The “Thai Tea” prototype offers a value proposition in the form of a new variety of tenants is combined with the layout of the outlets displaying branded goods. This value proposition is offered to millennial visitors who have the potential to increase tenants’ turnover. In the long run, an increase in sales turnover will trigger an increase in the number of tenants which results in an increase in occupancy. The high occupancy rate has an impact on increasing rental income, service charges, and utilities, as well as lowering operational costs, especially for public areas. An increase in revenue accompanied by a decrease in costs will automatically increase the company’s margins.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Maria Muliana
AU  - Andi Ilham Said
PY  - 2020
DA  - 2020/08/13
TI  - Combine Business Model Canvas, Blue Ocean Strategy, and Analytical Hierarchy Process to Develop Business Model of Malkita Mall Jakarta
BT  - Proceedings of the 3rd Asia Pacific Management Research Conference (APMRC 2019)
PB  - Atlantis Press
SP  - 284
EP  - 290
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200812.050
DO  - 10.2991/aebmr.k.200812.050
ID  - Muliana2020
ER  -