<![CDATA[Purpose – This study aims to analyze Agrakaya's current business conditions and formulate strategic business plans to enhance its export competitiveness and support its entry into the international spice market. The research focuses on identifying opportunities and addressing challenges, including supplier dependency and limited brand awareness, to achieve sustainable business growth. Design/Methodology/Approach – This study employs a descriptive qualitative approach. Data were collected through direct observations and document analysis to evaluate Agrakaya's internal and external business environment and to formulate appropriate strategic business plans. Findings – The findings identify several key strategic initiatives for strengthening Agrakaya's competitiveness, including product development, expansion of digital marketing, improvement of operational efficiency, and enhancement of organizational structure. These strategies are expected to increase the company's market share and support sustainable growth in the global spice commodity market. Originality/Value – This study contributes practical insights into strategic business planning for export-oriented startups operating in the international spice industry. It demonstrates how integrated strategic planning can help emerging businesses improve competitiveness, overcome operational challenges, and capitalize on opportunities in dynamic global trade environments.]]>
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