The study of business model for soygurt product on small-scale rural agro-industry development using BCG and SWOT analysis

The economic value of soybean yield in production center area needs to be increased. The study of business model for soy milk yogurt (soygurt) product development was conducted as a consideration in small-scale rural agro-industry development in soybean production area. This paper aims to arrange business model in the development of soy milk yogurt product in small-scale rural agro-industry development. The research methods are BCG (Boston Consulting Group) model and the analysis of strength, weaknesses, opportunity, and threat (SWOT). Some efforts such as Promotion and marketing media, the KUB's (Joint Business Group or JBG) manager organization, and the community involvement need to be run to make the production of soygurt product to achieve break event point as well as to get profit in small-scale rural agro-industry. The improvement is mainly necessary on the product segment target, value chain in product distribution, cost model in soygurt product's feasibility, and organization in the implementation activity. The study of SWOT model raises alternatives of strength-opportunity, strength-threat, and weakness-opportunity obtained in the small-scale rural agro-industrial development in order to become a regional featured product in producing yogurt made of soybean. © IEOM Society International.