Global Marketing Strategy Integration: A SWOT Analysis of Halal and Wellness Market Opportunities within the International Spice Market

Aimatul Khasanah; Yudi Sutarso

doi:10.9744/petraijbs.9.1.31-43

Authors

Aimatul Khasanah Hayam Wuruk Perbanas University
Yudi Sutarso Hayam Wuruk Perbanas University

DOI:

https://doi.org/10.9744/petraijbs.9.1.31-43

Keywords:

Global Marketing Strategy, Spices, SWOT Analysis, Product Purity, SME Export

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.

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