PROPOSAL BUSINESS PLAN PENGEMBANGAN MODEL BISNIS BON NORI: ANALISIS PELUANG PASAR DAN STRATEGI PENETRASI PRODUK NORI BERBASIS BAYAM
Kata Kunci:
Nori Bayam, Inovasi Pangan, Business Model Canvas, Strategi Penetrasi Pasar, Camilan Sehat, UMKM, Marketing Mix 7PAbstrak
Penurunan produksi rumput laut akibat degradasi ekosistem dan tantangan lokal seperti hama mendorong perlunya alternatif bahan pangan yang lebih berkelanjutan. Bon Nori hadir sebagai inovasi nori tabur berbasis bayam, yang menawarkan solusi sehat, ekonomis, dan ramah lingkungan. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan metode studi literatur, observasi pasar, wawancara mendalam, serta analisis SWOT, Business Model Canvas, dan Marketing Mix 7P untuk mengevaluasi peluang pasar dan strategi penetrasi produk. Hasil penelitian menunjukkan bahwa Bon Nori memiliki potensi pasar yang tinggi di segmen makanan sehat, khususnya di kalangan generasi milenial dan Gen Z. Strategi distribusi multichannel, diferensiasi produk, dan pendekatan digital marketing menjadi kunci dalam membangun posisi pasar. Model bisnis Bon Nori dirancang untuk mendukung keberlanjutan melalui pemanfaatan bahan lokal, kemitraan strategis, dan inovasi produk. Rekomendasi meliputi diversifikasi varian rasa, penguatan kemasan, dan kolaborasi dengan komunitas gaya hidup sehat untuk mendorong adopsi pasar yang lebih luas.
The decline in seaweed production due to ecosystem degradation and local challenges such as pest attacks has highlighted the need for more sustainable food alternatives. Bon Nori emerges as an innovative spinach-based sprinkled nori product that offers a healthy, affordable, and environmentally friendly solution. This study uses a descriptive qualitative approach through literature review, market observation, in-depth interviews, as well as SWOT analysis, Business Model Canvas, and 7P Marketing Mix to evaluate market opportunities and product penetration strategies. The results indicate that Bon Nori has high market potential in the healthy snack segment, particularly among millennials and Gen Z. A multichannel distribution strategy, product differentiation, and digital marketing approach are key to establishing market positioning. Bon Nori’s business model is designed to support sustainability through the use of local ingredients, strategic partnerships, and continuous product innovation. Recommendations include diversifying flavor variants, enhancing packaging, and collaborating with healthy lifestyle communities to encourage wider market adoption..
