Business Model Enhancement to Belibu Freshmart’ Sustainability in Organic Industry

Marcellina Amanda Devina, Yos Sunitiyoso


Belibu Freshmart is a one-stop shopping store that provides organic and healthy products in Bandung, West Java, Indonesia. Currently, Belibu Freshmart faces the problem with the fluctuated sales and how to survive doing their business, also planning for its future. For a company, business sustainability is essential to running their business in the long term. This research will examine which factors support Belibu Freshmart’s sustainability. This research aims to analyze the driving forces regarding factors that could affect the business and present strategic recommendations on ways forward within the organic market in Bandung with the purpose of business sustainability. Start with business issues exploration using a fishbone diagram and problem tree analysis built from a customer survey and internal discussions. This analysis is followed by internal (VRIO analysis and value chain analysis) and external (PESTLE model and Porter’s 5 Forces) condition analysis regarding the business. Then got the results by using SWOT analysis, TOWS analysis, and Triple Layered Business Model Canvas (TLBMC) that integrated with the Circular Model Economy to build sustainable business models.

Full Text:



Adialita, T., & Nurtjahjadi, E. (2018). Organic Food Consumer's Profile Based on Their Knowledge in Bandung. The 2018 International Conference of Organizational Innovation, 52-63. DOI: 10.18502/kss.v3i10.3360

Baburaj, Y. & Narayanan, V. (2016). Five Forces Framework, s.l.: Palgrave Connect. DOI: 10.1057/978-1-349-94848-2_632-1

Barney, J., 1991. Firm Resources and Sustained Competitive Advantage. Journal of Management, 17(1), pp. 99-120.

Blue Weave Consulting. (2021, August). Retrieved from

CNN Indonesia. (2020). Corona Effect, Demand for Organic Vegetables Soars. [Online] Available at: 518488/efek-corona-permintaan-sayur-organik-melonjak [Accessed 16 November 2021].

Coccia, M. (2017). The Fishbone Diagram to Identify, Systematize and Analyze the Sources of General Purpose Technologies. Journal of Social and Administrative Sciences, 4(4), pp. 291-303. DOI : 10.1453/jsas.v4i4.1518

Dearder, P., CIDT, Jones, S., & Sartorius, R. (2003, March). Tools for Development - A handbook for those engaged in development activity. Wolverhampton: Department for International Development.

FiBL; IFOAM. (2020). Retrieved from content/uploads/2020/03/organic-world-2020.pdf

Golijan, J. & Dimitrijevic, B. (2018). Global Organic Food Market. Acta Agriculturae Serbica, XXIII(46), pp. 125-140. DOI : DOI: 10.5937/AASer1846125G

Gurel, E. & Tat, M. (2017). SWOT Analysis : A Theoretical Review. The Journal of International Social Research, 10(51), pp. 994-1006. DOI : 10.17719/jisr.2017.1832

Joyce, A. & Paquin, R. L. (2016). The Triple Layered Business Model Canvas : A Tool to Design More Sustainable Business Models. Journal of Cleaner Production, Issue 135, pp. 1474-1486. DOI :

Kee, D. M., Murthy, R., Ganasen, R., Lingam, R. R., & Chandran, R. (2021). The Impact of Marketing on Customer Loyalty : A Study of Dutch Lady in Malaysia. International Journal Of Accounting & Finance in Asia Pasific (IJAFAP), 31-41. DOI : 10.32535/ijafap.v4i3.1203

Nurhayati-Wolff, H. (2021, August 9). Retrieved from users-age-gender/

Osterwalder, A. & Pigneur, Y. (2010). Business Model Canvas. In: T. Clark, ed. Business Model Generation. Hoboken, New Jersey: John Wiley & Sons, Inc., p. 44.

Pardalis, G., Mahaptra, K., & Mainali, B. (2020). A Triple-Layered One-Stop-Shop Business Model Canvas for Sustainable House Renovations. BEYOND 2020 - World Sustainable Built Environement Conference, 1-16. DOI : 10.1088/1755- 1315/588/2/022060

Porter, M. E. (1985). The Value Chain. In: Competitive Advantage : Creating and Sustaining Superior Performance. New York: The Free Press, p. 36.

Utama, A. G., Nair, R. K., Cheng, W. E., & Daisy Mui Hung Kee, Z. C. (2021). Influences of Advertisement on Buying Behaviour. International Journal of Accounting & Finance in Asia Pasific (IJAFAP), 17-30. DOI : 10.32535/ijafap.v4i3.1202



  • There are currently no refbacks.

Copyright (c) 2021 Marcellina Amanda Devina, Yos Sunitiyoso

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

Published by :

AIBPM Publisher

Editorial Office:

Association of International Business and Professional Management (AIBPM) JL. Kahuripan No. 9 Hotel Sahid Montana, Malang, Indonesia
 +62 341 366222



Kuwait University
Prof Majdi Anwar Quatinah (Advisor)
Jamal Abdul Nasser St, Kuwait

ISSN 2622-0989 (Print)
ISSN: 2621-993X  (Online)