Competitive Advantage Analysis of Warung Brader Kediri Using the Value Proposition Canvas
DOI:
https://doi.org/10.29407/8qgbyd66Abstract
Research aim: This study aims to analyze the competitive advantage of Warung Brader Kediri through the application of the Value Proposition Canvas (VPC) and to formulate value-based strategies that enhance customer satisfaction, product differentiation, and loyalty.
Design/Method/Approach: A qualitative case study approach was employed. Data were collected via in-depth interviews with customers and employees, direct observations at the café, and internal documentation. The analysis focused on mapping Customer Jobs, Pains, Gains, and the Value Map, as well as evaluating the alignment between customer needs and the business offerings.
Research Finding: The analysis revealed that Warung Brader successfully aligns its products and services with customer needs, providing home-style meals at affordable prices, fast and friendly service, convenient online ordering, and attractive promotions. The VPC framework helped identify and address customer pains while enhancing gains, creating a tangible competitive advantage.
Theoretical contribution/Originality: This study demonstrates the practical application of the VPC in traditional culinary UMKM, highlighting the integration of customer-centric strategies to optimize value propositions. The novelty lies in contextualizing the VPC for a local food stall in a mid-sized city, which has not been widely explored in the international literature.
Practitioner/Policy implication: The findings provide actionable insights for owners and managers of culinary MSMEs, guiding the design of customer-centric, innovative, and adaptive business strategies that enhance customer satisfaction and loyalty.
Research limitation: The study is limited to a single location (Warung Brader in Kediri) with a relatively small number of interview respondents. Future research could expand the geographic scope, increase the sample size, and include additional variables such as digital ordering trends and broader customer demographics.
Keywords:
Competitive Advantage, Value Proposition Canvas, Culinary MSME, Customer-Centric Strategy, Local Food BusinessDownloads
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Copyright (c) 2026 Prisca Osani Ta'ek, Sofia Maulida Yubaida, Siti Luthfiana Putri Dewi, Drickus Coetzer, 馮標青, 范福鵬, 黃畇凱, 曹晉源
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