Mapping the Indonesian Floriculture Export in the Global Value Chain
Annisa Ramadanti, Fithriyyah Shalihati
School of Business IPB University
Jl. Raya Pajajaran, Babakan, Bogor 16151
Abstract
Floriculture is a blooming venture globally especially for many developing countries including Indonesia. In Indonesia, the current floriculture trend is driven by the Korean style flower arrangement and online shop. This trend has increased imported flowers; however, there is limited knowledge on the Indonesian flower that demanded locally and globally by this trend. This paper aims to map Indonesian floriculture in the global value chain. The strategic analysis was carried out by Business Model Canvas (BMC) in combination with a business model environment analysis and Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis to describe the whole map and its building block perspective. The study revealed that Indonesia floriculture export faces great competition from Thailand and Vietnam despite the remarkable opportunities in global and local trade. Consequently, Indonesia floriculture needs a strategic plan to increase their flower export and becoming a major global floriculture player. Based on the study, BMC helps in mapping the flower export, thus business model environment analysis and SWOT analysis are helpful in designing its future strategic plan.
Keywords: Business Model Canvas, Floriculture, Flower Export, Global Value Chain, SWOT Analysis
Topic: Business Strategies on GVC Participation