Commercialization Strategy of Local Biotechnology-Based Food Products: Case Study of PT Galih Estetika Indonesia's Frozen Sweet Potato for Export Market

Upit Elya Rohimi
Universitas Swadaya Gunung Jati, Indonesia.

Abstract:

This research aims to formulate an effective and sustainable commercialization strategy model based on local biotechnology for frozen sweet potato products produced by PT Galih Estetika Indonesia in order to increase product competitiveness in the global market. The approach used in this research is descriptive qualitative with a case study method, which involves in-depth interviews, direct observation, and documentation analysis. The results show that although PT Galih Estetika Indonesia has successfully penetrated export markets in Japan and Korea, the company still faces various challenges, such as limitations in brand strengthening, product diversification, and managing partnerships with farmers. In addition, the company has also not been optimal in utilizing commercialization technology, especially in the aspects of product packaging and labeling. This research recommends several strategies, including strengthening partnership contracts based on legal certainty, integrating digital communication systems, and developing derivative products with innovative technologies. The implications of this research provide an essential contribution to enriching the literature on the commercialization of local biotechnology-based food products, particularly for export-oriented MSMEs. In addition, the findings can serve as a reference for government policies in supporting local food MSMEs to expand global market penetration and strengthen their competitiveness through collaboration with research and technology development institutions.