Business Model Redesign For An Indonesian Aesthetic Distributor: An Integrated BMC-SWOT-DSR Approach

Pratiwi, Angela (2026) Business Model Redesign For An Indonesian Aesthetic Distributor: An Integrated BMC-SWOT-DSR Approach. Other thesis, Institute Technology of Sepuluh Nopember.

Text 5026221052-Undergraduate_Thesis.pdf Restricted to Repository staff only Download (3MB) | Request a copy

Abstract

Industri distribusi medis estetika di Indonesia sedang mengalami transformasi yang cukup signifikan, didorong oleh meningkatnya daya beli kelas menengah, tingginya permintaan terhadap prosedur estetika minim invasif, serta pesatnya adopsi teknologi digital dalam dunia kesehatan. Namun, banyak distributor yang masih mengandalkan operasional manual berbasis pengalaman yang kian tidak sejalan dengan kebutuhan pasar yang terus berkembang. Penelitian ini mengkaji kesenjangan antara model bisnis yang ada saat ini dengan kebutuhan lingkungan yang kompetitif dan terdigitalisasi, sebagaimana tercermin dari tidak adanya proposisi nilai yang jelas, ketergantungan pada proses manual, pengelolaan data yang terfragmentasi, serta minimnya koordinasi lintas divisi. Pengumpulan data dilakukan melalui wawancara semi-terstruktur, diskusi kelompok terfokus, analisis dokumen, dan validasi eksekutif dengan melibatkan 53 peserta dari delapan divisi fungsional. Digunakan kerangka kerja terintegrasi yang menggabungkan Business Model Canvas (BMC), analisis SWOT, dan Design Science Research (DSR). BMC dimanfaatkan untuk memetakan model bisnis yang ada, analisis SWOT pada level divisi mengungkap ketidakselarasan strategis dan operasional, sementara DSR memandu proses desain dan validasi solusi yang diusulkan secara iteratif. Hasil penelitian menunjukkan bahwa tidak adanya proposisi nilai yang terdefinisi merupakan permasalahan paling krusial, yang berujung pada lemahnya digitalisasi, standardisasi proses, manajemen pengetahuan, dan diversifikasi pendapatan. To-Be Business Model Canvas yang dihasilkan memposisikan ulang perusahaan dari sekadar distributor berorientasi produk menjadi penyedia solusi estetika yang terintegrasi. Model yang dirancang ulang ini menampilkan integrasi sistem digital, program pelatihan dan distribusi pengetahuan yang terstruktur, keterlibatan pelanggan secara hibrid, serta beragam aliran pendapatan, termasuk layanan pemeliharaan dan layanan edukasi.
=====================================================================================================================================
Indonesia's aesthetic medical distribution industry is undergoing considerable transformation, powered by rising middle-class purchasing power, increased demand for minimally invasive aesthetic procedures, and the rapid adoption of digital technologies in healthcare. However, many distributors continue to rely on manual, experience-based operations that are increasingly out of sync with developing market requirements. This study examines the gap between the current business model and the needs of a competitive, digitalized environment, as evidenced by a lack of a clearly defined value proposition, dependence on manual processes, segmented data management, and limited cross-divisional coordination. The research intends to document the existing business model, identify key strategic weaknesses, and develop a validated redesign that increases efficiency, scalability, and long-term strategic consistency. Data collection included semi-structured interviews, focus group discussions, document analysis, and executive validation with 53 participants across eight functional divisions. An integrated framework uniting the Business Model Canvas (BMC), SWOT analysis, and Design Science Research (DSR) was utilized. The BMC facilitated mapping of the existing business model, division-level SWOT analysis identified strategic and operational misalignments, and DSR guided the iterative design and validation of the proposed solution. The results show that the lack of a defined value proposition is the most critical issue, leading to deficiencies in digitalization, process standardization, knowledge management, and revenue diversification. The resulting To-Be Business Model Canvas repositions the company from a product-focused distributor to an integrated aesthetic solutions provider. The redesigned model features digital system integration, structured training and knowledge distribution programs, hybrid customer engagement, and a range of revenue streams, including maintenance and instructional services.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Business Model Canvas, Analisis SWOT, Design Science Research, Redesain Model Bisnis, Business Model Canvas, SWOT Analysis, Design Science Research, Business Model Redesign
Subjects:	T Technology > T Technology (General) > T58.64 Information resources management T Technology > T Technology (General) > T58.8 Productivity. Efficiency
Divisions:	Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Informatics Engineering > 55201-(S1) Undergraduate Thesis
Depositing User:	Angela Cantiqa Pratiwi
Date Deposited:	31 Jul 2026 10:22
Last Modified:	31 Jul 2026 10:22
URI:	http://repository.its.ac.id/id/eprint/140707

Actions (login required)

View Item