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p-Index From 2021 - 2026
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This Author published in this journals
All Journal Petra International journal of Business Studies (IJBS)
Aimatul Khasanah
Hayam Wuruk Perbanas University
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Global Marketing Strategy Integration: A SWOT Analysis of Halal and Wellness Market Opportunities within the International Spice Market Aimatul Khasanah; Yudi Sutarso
Petra International Journal of Business Studies Vol. 9 No. 1 (2026): JUNE 2026
Publisher : Master of Management, School of Business and Management, Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/petraijbs.9.1.31-43

Abstract

This study seeks to develop an optimal marketing strategy for PT. Sumber Berkah Nusantara to facilitate entry into the global market. It emphasizes the utilization of the company’s core competitive advantage, product purity, to address the growing international demand for functional health-oriented and halal-certified spices. A qualitative descriptive research design was applied, incorporating SWOT and TOWS matrix frameworks. Primary data were obtained through semi-structured interviews involving company management, export practitioners, intermediaries, and consumers, and were further supported by observational analysis of the production activities. Key strategies identified include positioning products as "wellness" items rather than mere commodities, focusing on cold-climate markets with ginger-based products, and utilizing sachet packaging for market trials. The 100% purity of the products is a critical differentiator from mass-produced competitors in countries like India. This study offers a targeted strategic roadmap for Indonesian spice SMEs by integrating product storytelling and digital-first marketing approaches as mechanisms to address conventional constraints, including high certification costs and limited human resource capacity.
Co-Authors Yudi Sutarso