Marketing Strategy To Increase Exports Sales Volume Gum Damar

Abstract

BACKGROUND AND OBJECTIVES

Gum damar (Shorea javanica) is a high value non timber forest product with strong export potential, particularly due to its applications in the cosmetics, pharmaceutical, and manufacturing industries. CV. Media Mitra Indonesia, as one of the exporters of gum damar, faces challenges in increasing its export sales volume. These challenges include limited human resources, low adoption of digital marketing technologies, and intensifying competition from other producing countries such as India and Vietnam. This study aims to identify the internal and external factors influencing the company and to formulate appropriate marketing strategies to enhance competitiveness and promote sustainable export growth.

METHODS

This research employs a qualitative descriptive approach supported by SWOT analysis, along with IFAS and EFAS matrices, and strategic mapping using the SWOT and SPACE matrices. Data were collected through direct observation, in-depth interviews with key informants, and the distribution of Likert-scale questionnaires to the company’s export marketing team.

FINDINGS

The findings reveal that the company’s main strengths lie in product quality, distribution efficiency, and a positive export image. However, it also faces internal weaknesses such as limited human resources and underutilized digital technology. On the external side, opportunities such as market expansion and government support outweigh threats like export regulations and global competition. The S-O (Strength–Opportunity) strategy was selected as the primary strategic direction, supported by the SPACE Matrix results, which positioned the company in the aggressive quadrant indicating readiness for proactive expansion.

CONCLUSION:

An aggressive strategy is considered the most suitable approach to respond to global market dynamics and reinforce the company’s export position for gum damar. The study contributes to the development of marketing strategies for non-timber forest commodities in the mid-scale agribusiness sector. Recommendations include strengthening brand identity, advancing digital export capabilities, enhancing human resource competencies, and fostering product innovation. The limitation of this study lies in its relatively small respondent base; therefore, future research is encouraged to include a broader range of industry actors to achieve more representative findings.