Applying the business model canvas to increase enterprise competitiveness: a case study of transport company

Abstract

The increase of business competitiveness in today’s market is associated with businesses addressing client demands and their ability to create a value that is anticipated by consumer. Thus, a great attention should be paid to business system, as well as maintaining the relationships between balanced business elements. To obtain this goal, it is necessary to use the structure of the business model and to anticipate all the links and its interaction pertaining to value creation and proposition. The aim of this paper is to present the competitiveness improvement strategy and to show that deployment of the Business Canvas Model enables to accurately identify realistic business situation and its weaknesses. A detailed analysis of the company’s activities and external environment is carried out and the data is presented according to the structure of the chosen model. A case study under analysis shows tangible application possibilities, limitations, as well as threats of using the Business Canvas Model that may have effects on maintaining competitiveness. The methods of thematic synthesis and scientific literature analysis, as well as business modelling in accordance with the structure of the Business Model Canvas were applied. The obtained result – a new business activity model.