<![CDATA[This study analyses the optimisation of marketing functions to enhance the added value and competitiveness of Indonesian palm oil products through the holistic integration of eight key functions: purchasing, sales, transportation, storage, financing, risk insurance, quality standardisation, classification, and market information. Using a systematic literature review approach, the study consists of two main discussions: (1) the integration of operational functions that reduce transaction costs by 20-30% through the synchronisation of digital supply chains; and (2) the integration of strategic functions that support national downstreaming with a multiplier effect of Rp 3.2 trillion per Rp 1 trillion investment through sharia KUR financing, parametric insurance, and ISPO certification. The findings confirm that current marketing fragmentation causes disparities in farmer margins of £47-305/kg of fresh fruit bunches and only 65% utilisation of palm oil mills, which can be addressed through an integrated ERP-IoT-blockchain platform. Strategically, this optimisation strengthens Indonesia's position as a 55-60% global palm oil producer, supports B40 biodiesel, and meets EUDR regulations for sustainable competitiveness until 2035]]>
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