ANALYSIS OF COFFEE BEANS POTENTIAL FROM PUNTANG MOUNTAIN, WEST JAVA, INDONESIA, USING BUSINESS MODEL CANVAS APPROACH

Abstract

Puntang Mountain is located in West Java Province, Indonesia, and known as coffee plantation
area which produces one of the best quality coffee beans and it’s been acknowledged by
Specialty Coffee Association of America (SCAA). The quality has been proven, however, there
are things need to be considered. The objective of this research is to describe and analyze
factors that related to the coffee beans by using business model canvas approach before
mapping the strengths and weaknesses of coffee beans. Research methodology used in this
study is the qualitative method by conducting the interview with the coffee farmer groups,
headman, and Personage in Mountain Puntang area. Our findings show that the strength points
of Puntang Mountain area are the local wisdom at society in Puntang Mountain and the quality
of coffee beans which have been proven as one of the best coffee beans. The main problem
related to coffee beans of Puntang Mountain are production capacity, branding, and limited
distribution channels.