Business Strategy for Hospital A (RSIA) Denpasar City with Business Model Canvas (BMC)
DOI:
https://doi.org/10.46799/jst.v5i12.1034Keywords:
brand equity, business model canvas, restructuring strategyAbstract
The role of RSIA is less to provide real benefits to the community and has the potential to go bankrupt if there is no improvement in management. The indicators can be seen from the decline in visitation rates by 10% in 2022 and 5% in 2023, high employee turnover, hospital image through Google Reviews resulting in low average scores, and complaints on various services provided by the hospital. This study aims to map Hospital A's business model using the business model canvas so that the strengths, weaknesses, opportunities, and threats that could potentially harm the hospital can be identified. Data collection was conducted using interviews with triangulation techniques to key informants, comparison informants, and expert informants. The research approach is positivism or qualitative, which emphasizes meaning. The findings obtained are that Hospital A's market segmentation is the lower middle class with the application of vertical growth; in the value propositions block there are shortcomings such as no new services and technology, lack of communication, poor service, interior and exterior design using and needing renewal, and inadequate facilities, but has advantages in terms of price and cleanliness; in the channel block, strategic location but does not have good visibility; in the customer relationship block, there is different service treatment between room classes; hospital revenue streams from usage fees and brokerage fees; physical resources of employees are inadequate with untimely salary payments; in the key partnership block, the hospital collaborates with midwives and clinics.
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