Cocopeat Marketing Strategy Through The Business Model Canvas Approach And Swot Analysis To Enhance The Competitiveness Of Environmentally Friendly Products

Cocopeat is a product of processed coconut fiber that has high potential as an environmentally friendly planting medium, especially in hydroponic agriculture and horticulture. This study aims to analyze the local resource-based Cocopeat business development strategy through the Business Model Canvas (BMC) approach and SWOT analysis. The method used is a descriptive qualitative approach, with data collection through literature study and distributing questionnaires to 62 respondents from the segment of housewives and employees aged 25-40 years. The results showed that the majority of respondents had a good understanding of the functions and benefits of Cocopeat and showed high buying interest. The business strategy is geared towards distribution through digital channels and local partnerships, with an emphasis on sustainability values and product quality. The findings contribute to the development of sustainable agriculture-based entrepreneurship that is relevant to the trend of urban farming in modern society.