Analysis of Business Model Canvas (BMC) on GMC Basketball Club to Maximize Customer Value

Abstract

This study aims to analyze the business model of GMC Basketball Club using the Business Model Canvas (BMC) approach to examine how the organization can maximize customer value and maintain operational sustainability. Along with the development of the sports industry in Indonesia, basketball clubs face various structural challenges such as limited revenue sources, weak strategic planning, and suboptimal customer relationship management. This study will explore the nine core elements of BMC, namely Customer Segments, Value Proposition, Channels, Customer Relationships, Revenue Streams, Key Resources, Key Activities, Key Partnerships, and Cost Structure. The study employs a descriptive qualitative approach with data collection methods including semi-structured interviews, field observation, and documentation. The expected outcome is the identification of the strengths and weaknesses of GMC’s current business model, as well as strategic recommendations to enhance customer value and organizational sustainability.