Business Strategy of Chemical Company Using SWOT and Business Model Canvas Approach

Ahmad Irwiyan Haq, Moses Laksono Singgih


Chemical business in water treatment has a potential growth in the future. Currently, PT A is a chemical company who leads market share in Indonesia compared to other competitors. Within next ten years, PT A should keep this level of competitiveness and improve the level of market share. Therefore, indispensable to analyze the business strategy in order to be ready to face upcoming competitiveness and opportunities. Analysis of strategy is conducted by SWOT approach. From this SWOT analysis, Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) matrix then took place to review this SWOT result. Furthermore, Business Model Canvas method is used to discuss more detail in every single block. During using Business Model Canvas, company representative is invited in Focus Group Discussion. Business Model Canvas is selected in this research due to it has comprehensive analysis about the nine variable that company running the business. From this research, it is known that company place at quadrant I of SWOT  diagram. IFE and EFE score is 3.54 and 2.40, respectively. This score plots at zone IV, which means Grow and Build, in IFE-EFE matrix. These result then become an input for BMC mapping. Improvement of BMC then recommended for key resources, key partnership, key activities dan channels. Strategy generated from this research then will be a recommendation to the management. Besides, this research also become a motivation for the researcher because so far there is no particular strategy development for water treatment business in power plant based on academic point of view


strategy; SWOT; business model canvas; focus group discussion

Full Text:



M. E. Porter, “What is Strategy?,” Harvard Business Review, pp. 61–78, 1996.

K. Chaharbaghi and R. Lynch, “Sustainable competitive advantage: towards a dynamic resource‐based strategy,” Manag. Decis., vol. 37, no. 1, pp. 45–50, Feb. 1999.

A. Afuah and C. L. Tucci, Dynamics of Internet Business Models: Text and Cases, 2nd ed. Boston: McGraw-Hill, 2003.

S. Kaplan, “Experimenting with Business Models in the Real World,” in The Business Model Innovation Factory, Hoboken, NJ, USA: John Wiley & Sons, Inc., 2015, pp. 149–164.

A. Osterwalder and Y. Pigneur, Business Model Generation. New Jersey: John Wiley & Sons Inc, 2010.

J. Margetta, “Why Business Models Matter,” Harvard Business Review, pp. 86–92, May-2002.

A. Maurya, Running Lean: Iterate from Plan A to a Plan That Works. O’REILLY, 2012.

B. D. H. Coes, “Critically Assessing the Strengths and Limitations of the Business Model Canvas.,” University of Twente, 2014.

M. E. Porter, Competitive Advantage: Creating and Sustaining Superior Performance. New York: The Free Press, 1985.

W. C. Kim and R. Mauborgne, Blue Ocean Shift. Verlag Franz Vahlen GmbH, 2018.

A. Abdoun and J. Ibrahim, “Business model canvas, the lean canvas and the strategy sketch: Comparison,” Int. J. Sci. Eng. Res., vol. 9, no. 1, pp. 871–889, 2018.

S. D. Kalpande, R. C. Gupta, and M. D. Dandekar, “A SWOT analysis of small and medium scale enterprises implementing total quality management,” Int. J. Business, Manag. Soc. Sci., vol. 1, no. 1, pp. 59–64, 2010.

O. Arslan and I. D. Er, “SWOT analysis for safer carriage of bulk liquid chemicals in tankers,” J. Hazard. Mater., vol. 154, no. 1–3, pp. 901–913, Jun. 2008.

A. “Skip” Rizzo and G. J. Kim, “A SWOT Analysis of the Field of Virtual Reality Rehabilitation and Therapy,” Presence Teleoperators Virtual Environ., vol. 14, no. 2, pp. 119–146, Apr. 2005.

R. G. Dyson, “Strategic development and SWOT analysis at the University of Warwick,” Eur. J. Oper. Res., vol. 152, no. 3, pp. 631–640, Feb. 2004.

N. Piercy and W. Giles, “Making SWOT Analysis Work,” Mark. Intell. Plan., vol. 7, no. 5/6, pp. 5–7, May 1989.

C. W. L. Hill and G. R. Jones, Strategic Management : An Integrated Approach, 9. ed. Mason Ohio: South-Wester, 2010.

P. van Euwijk and Z. Angehrn, “How to ... conduct a Focus Group Discussion (FGD).” 2017.

Y. Afiyanti, “Focus Group Discussion (Diskusi Kelompok Terfokus) sebagai Metode Pengumpulan Data Penelitian Kualitatif,” J. Keperawatan Indones., vol. 12, no. 1, pp. 58–62, Mar. 2008.

J. Kitzinger, “Qualitative research. Introducing focus groups.,” BMJ, vol. 311, no. 7000, pp. 299–302, Jul. 1995.

D. J. Teece, “Business Models, Business Strategy and Innovation,” Long Range Plann., vol. 43, no. 2–3, pp. 172–194, Apr. 2010.

F. Rangkuti, Analisa SWOT Teknik Membedah Kasus Bisnis. Jakarta: Gramedia Pustaka, 2005



  • There are currently no refbacks.

View my Stat: Click Here

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.