ABSTRACT
The purpose of this research is to describe the level of competitiveness of the small medium entreprise Boneka Bandung, and to describe the business model canvas used by Boneka Bandung as well as to ascertain the influence of business model canvas on competitiveness by analyzing what strategy can be used in the doll making business based on SWOT analysis. The type of research used is descriptive and verificative. Data were collected through interviews, observations and questionnaires. Data analysis is done through EFAS/IFAS matrix, SWOT matrix and strategy combination matrix and presentation technique. The population and sample in this research is the small medium entreprise Boneka Bandung and the research subject is the owner of Boneka Bandung. This study concludes that Boneka Bandung has a low level of competitiveness compared to competitors with similar products. The business model canvas illustrates that Boneka Bandung lacks physical re-sources in the form of labor and storage. Strategy analysis using business model canvas is very influential in improving the competitiveness and growth of Boneka Bandung by prioritizing the SO (strength-opportunity) strategy which has the highest score of 3.52.
