Analysis of Performance Improvement on PT. Distribusi Air Santri (PT. DAS) Using Business Model Canvas

⎯ Since 1975, the drinking habits of the Indonesian people began to change from being merely boiling water from tap to bottled water (AMDK), thus encourage drinking water producers to continue branch out in market share. In 2013, the market share of AMDK industry was Rp 22.51T and there were around 500 competing AMDK companies. PT. Distribusi Air Santri (PT. DAS) is a company engaged in the distribution of “Air Mineral Santri” brand which located in Surabaya. This company aims to increase the market in Surabaya by 10% or sell 142,000 items / month. So to achive company goals, company need to develop business models and plan business strategies using Business Model Canvas (BMC). In the BMC analysis, an analysis of environmental conditions was carried out using the 7sMcKinsey method, External Scanning and porter strength analysis. And validation is needed so that BMCs are made accurately and precisely with the help of a SWOT analysis .


I. INTRODUCTION
HE Bottled Drinking Industry in Indonesia (AMDK) began to develop since 1973, the Indonesian people began to change the habit of consuming water from boiled water to bottled drinking water (AMDK), which encouraged the producers of bottled drinking water to develop. According to the Indonesian Bottled Drinking Water Association (ASPADIN), in 2013, AMDK's market value was IDR 22.51 trillion and this industry will continue to grow 11.1% every year. This provides an opportunity for drinking water producers to compete in the bottled water market (AMDK). Table 1 explains the assumptions of the needs and potential market of the AMDK in Surabaya. According to DISPENDUKCAPIL, in January 2019 the population of the city of Surabaya reached 3 million people. Meanwhile according to ASPADIN, 60% of Indonesian people consume bottled drinking water. If it is assumed that the price of 1 liter of water is IDR 1,000, the potential market of AMDK in Surabaya is IDR 27,000,000,000 / month. If the price per item is IDR 20,000. So the need for bottled water in Surabaya is 1,350,000 items / month. That is can be seen at Table 2. PT. Distribusi Air Mineral (PT.DAS) is the main distributor of AMDK Air Mineral Santri in Surabaya. AMDK Air Mineral Santri is mineral water that uses natural raw materials taken from Umbulan's water springs, producing a large enough water discharge so that it's guaranteed quality, clarity, freshness and stability of mineral content. Raw materials are processed with Carbon Filter, Sand Filter, then sterilized using Technology Water Treatment (TWT) which is adjusted to the Indonesian National Standard (SNI) with ultraviolet light and ozone (O3).
Sales of AMDK Air Mineral Santri in 2019 are 60,000 items/month, or about 4.5% Air Santri controls the AMDK market in Surabaya. This company plan to increase sales in 2020 by controlling AMDK's market in Surabaya by 10% or selling 142,000 items/month.
The company needs to plan business strategies to achieve company goals, one of the solution is plan a business model that consists of various elements that can describe the strategy, goals, structure, technology, processes, value for customers so that companies can compete well in the business market. The business model helps to describe all sources of competitive advantage possessed by an organization that distinguishes it from company positioning of products in the same industry. In addition, the business model is also a value chain structure , creating value by defining a series of activities ranging from raw materials to raw materials to the final customer, where the specified value is added to the overall activity. Figure 1  alongside with SWOT Analysis. The Business Model Canvas is a business model that develops a business unit and has 9 components, each component can be the first step to determine where the company develops its business model business. An effective way to evaluate company business models is to combine the classic SWOT analysis with the business model canvas. The objectives of the research to develop business models using the Business Model Canvas approach with the help of a SWOT analysis.

II. METHOD
Data collection and processing in this chapter is obtained from the results of field observations and interviews with managers and employees. The results of the company's condition analysis are managed in the form of 7's Mckinsey analysis, external scanning and five forces porter model. 7's Mckinsey is a framework for analyzing how effective an organization is to achieve organizational goals which described through 7 elements namely strategy, structure, system, shared values, skills, style and staff. In the analysis of 7's Mckinsey in this research, the most emphasized thing by the company is to increase product sales and disseminate the brand "AMDK Air Mineral Santri" so that it is better known to the public.    In the external analysis for environmental scanning there are several components contained that function to analyze the condition of the company with external parties, namely natural environment, technology, external stakeholders, socio culture. In addition for external analysis, porter's five force model method is used to analyze companies on developing business strategies in the market. According to Porter, there are 5 things that determine the level of competition and product attractiveness in the Market, namely Threat of New Entrants, Bargaining Power of Suppliers, Bargaining Power of Consumer, Threat of Substitute Products and Rivalry within the Industry.
In the Business Model Canvas analysis at PT. DAS is carried out discussions and interviews with managers and employees from various divisions who act as respondents to define the business model canvas that is currently used by companies. The Business Model Canvas consists of 9 components, there is key partners, key activities, key resources, value proposition, customer relationships, channels, customer segments, cost structure, revenue stream. SWOT analysis is shown by mapping the components of strengths, opportunities, weaknesses and threats of a company. In making a good SWOT analysis, the company must be as objective as possible to assess the company but also through consumer testimonials. SWOT analysis is performed on every element in the Business Model Canvas analysis which aims to perfect the business model owned by the company. For detail can see Figure 2 about method.

A. Analysis of 7's Mckinsey
Analysis of 7's Mckinsey can be seen at Table 3, where explain about definition of a attribute and analysis result about the attribute.

B. Analysis of external scanning
Analysis of external scanning can be seen at Table 4, where explain about definition of a attribute and analysis result about the attribute.

C. Analysis of Porter's five forces model
Analysis of Porter's five forces model can be seen at Table  5, where explain about definition of a attribute and analysis result about the attribute.

1) Analysis of Business Model Canvas
Bussiness Model Canvas can be seen in Figure 3. For explain about it can be read in below. The habit of drinking bottled mineral water, is more practical and guaranteed quality People tend to use foreign products or products that are famous for expensive prices

Bargaining Power of Suppliers
Suppliers have the power to increase and decrease product prices and quality PT. Sidogiri Mandiri Utama is a product supplier.
In maintaining good relations, PT. DAS helps suppliers in the field of marketing and product branding, as well as helping cooperation with consumers in the Surabaya area. Bargaining Power of Consumer Customers want to get quality products at affordable prices.
Customers can get lower prices by collaborating with PT. DAS, a minimum order of product 50 items / shipping, customers will get a bonus Or enter into an MoU agreement with conditions agreed by two parties Threat of Subtitute Products Threats from products that have the same function and / or have better quality and more affordable prices.
Produk lain yang memiliki fungsi yang sama dengan air mineral adalah air kelapa, teh herbal, air lemon atau infused water. Saat ini ada beberapa merk yang memproduksi dan memasarkan produk dengan bahan tersebut, karena lebih memiliki rasa. Namun kebutuhan akan air mineral tidak mudah tergantikan seutuhnya dengan produk lain sehingga penjualan air minum masih lebih unggul daripada produk minuman lain Competitive Rivalry within the Industry Competition that occurs between one company and another to become a company that controls the market.
According to ASPADIN (there are already 700 registered companies of Bottled Drinking Water in Indonesia 1. Key Partners : Other parties who work with companies to achieve company goals 2. Key Activities : The main activities undertaken by the company are key to the success of the company 3. Key Resources : Resources owned by the company or elements in the company that play a role in achieving company goals. 4. Value Proposition The proportion of the value of a product that is the reason consumers use the product (quality, price, brand, design, service, guarantee, ease of access, etc.). 5. Customer Relationships : Steps or programs owned by the company to establish good relationships with customers to retain old customers and get new customers. 6. Channels : The media used to communicate, convey values and establish relationships with customers.
7. Customer Segments : Mapping customer segments or grouping customers according to the value offered by the company. 8. Cost Structure : Details of all costs used by the company for company activities. All costs to be incurred by the company have been calculated beforehand. 9. Revenue Stream : Revenues earned by the company from the company's key activities.

2) Analysis SWOT
For the analysis of SWOT, each variable of business model canvas is being analyze with SWOT criteria that is strength, weakness, opportunity and threat. Analysis SWOT can see in Table 6.

3) SWOT Matrix Analysis
In this step, analyze the power between internal and external component of company, strength and weakness variable for internal, while opportunity and threat variable for external. As describe at Table 7 and Table 8.

4) New Business Model Canvas
New Bussiness Model Canvas can be seen in Table 9. This section explain about new business model canvas at this case.

IV. CONCLUSION
Utilizing partners to expand the network to various new partners and collaborate with other companies. Adding other sources of income aside from selling Air Mineral Santri. Routinely provide punishment and reward to employees to increase employee motivation. The company should focus on attracting and selling products to agents and retailers. Distribute small consumer purchases to agents and retailers. Table 7. Internal SWOT Matrix Analysis Table 8. External SWOT Matrix Analysis Table 9. New business model canvas