Marketing strategy formulation using the business model canvas at gerai multiekspres

Abstrak

This study formulates a marketing strategy for Gerai Multiekspres using the Business Model Canvas (BMC) as a diagnostic and strategy-formulation framework. The case is important because the outlet offers a multi-operator courier concept but experienced weakening shipment performance, indicating that service variety alone does not create sustainable differentiation. A qualitative descriptive case-study design was applied, supported by descriptive summaries of internal shipment records, customer-profile mapping, customer-need indicators, observation notes, and BMC documents. The analysis followed the Miles and Huberman model through data reduction, coding into BMC and service-quality categories, data display, triangulation across documents and observations, and conclusion drawing. The findings show that UMKM/online sellers are the priority segment because they generate repeated shipment potential and require operational convenience, tariff clarity, courier matching, pickup support, and digital information. The existing business model remains dominated by a one-stop multi-courier value proposition, broad customer segmentation, transactional relationships, and limited digital acquisition. The proposed model repositions Gerai Multiekspres as a shipment specialist supported by local ASPERINDO partnerships, consultative shipment advisory, omnichannel communication, merchant membership, proactive tracking, and measurable service indicators. The study contributes by showing how BMC can be used not only to describe business elements, but also to connect partner capability, customer-value diagnosis, service-quality improvement, and loyalty-oriented logistics strategy.