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Abstract

The fermented functional beverage industry, particularly kombucha, has grown rapidly alongside rising health awareness, yet start-up businesses such as ReBoocha remain in an exploratory business-model stage that is vulnerable to competition. This study aims to map ReBoocha's current Business Model Canvas (BMC) and to formulate a business development strategy through Blue Ocean Strategy (BOS) using the Four Actions Framework (Eliminate, Reduce, Raise, Create). A descriptive qualitative case study was conducted at ReBoocha in Sidoarjo. Data were collected through in-depth interviews, observation, and documentation involving eight purposively selected informants (one owner, two employees, and five customers), then analyzed thematically and validated through source and technique triangulation. The findings show that ReBoocha still operates within a red ocean due to its reliance on discount-based promotion and limited market education about kombucha. The ERRC analysis identified the need to eliminate generic one-way promotion, reduce unmeasured promotional spending, raise distribution access and consumer education, and create subscription schemes, community programs, and introductory pricing. The resulting new Business Model Canvas has the potential to shift ReBoocha toward a new market space oriented toward value, education, and consumer experience.

Keywords

Business Model Canvas Blue Ocean Strategy Four Actions Framework Business Development Kombucha

How to Cite

Citation Format
Brawijaya, K. S., & Budiman, A. (2027). Strategi Pengembangan Bisnis Reboocha melalui Business Model Canvas dan Blue Ocean Strategy. Jurnal EMT KITA, 11(1), 564-575. https://doi.org/10.35870/emt.v11i1.8577

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Author Biographies

Kriska Savriel Brawijaya, University of Pembangunan Nasional Veteran Jawa Timur

Program Studi Kewirausahaan, Fakultas Ekonomi dan Bisnis, Universitas Pembangunan Nasional "Veteran" Jawa Timur, Kota Surabaya, Provinsi Jawa Timur, Indonesia.

Arief Budiman, University of Pembangunan Nasional Veteran Jawa Timur

Program Studi Kewirausahaan, Fakultas Ekonomi dan Bisnis, Universitas Pembangunan Nasional "Veteran" Jawa Timur, Kota Surabaya, Provinsi Jawa Timur, Indonesia.

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Copyright (c) 2027 Kriska Savriel Brawijaya, Arief Budiman

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