AGRIBUSINESS PRODUCT DIFFERENTIATION AND BRANDING STRATEGY TO INCREASE COMPETITIVENESS IN THE GLOBAL MARKET
Keywords:
Differentiation strategy, branding, agribusiness, competitiveness, global marketsAbstract
Competition in the global agribusiness industry is increasingly fierce, requiring business actors to implement effective strategies to increase competitiveness. Differentiation and branding are two main strategies that can provide added value and differentiate agribusiness products from competitors. This research aims to analyze the role of differentiation and branding strategies in increasing the competitiveness of agribusiness products in the global market through a literature review. The method used in this research is a systematic literature review (SLR) by analyzing various scientific sources, including academic journals, books, industry reports and official publications. The study results show that differentiation strategies, which include product innovation, quality certification, sustainability and production technology, play an important role in creating competitive advantage. On the other hand, strong branding helps build brand equity, increase customer loyalty, and strengthen the product's position in the international market. The combination of differentiation and branding has been proven to contribute to increasing exports and global market penetration. The implications of this research show that agribusiness industry players need to integrate product innovation with effective branding strategies and utilize digital technology for global marketing. With the right approach, agribusiness products can have a sustainable competitive advantage and be able to compete in international markets.
Downloads
References
Amin, M. D., Badruddoza, S., McCluskey, J. J., & Astill, G. (2024). Product differentiation in the fruit industry: Lessons from trademarked apples. Agribusiness, Query date: 2025-03-20 09:22:20. https://doi.org/10.1002/agr.21937
Andari, R., I, W. G. S., I, G. R., & Sukawati, T. G. R. (2022). The Strength of Local Wisdom Values as a Differentiation Strategy in Creating Sustainable Tourism Competitiveness. Webology, 19(1), 4088–4104. https://doi.org/10.14704/web/v19i1/web19269
Ardiansyah, F., & Sinduwiatmo, K. (2023). Tiktok as Melinda Rohita’s Personal Branding Media. Query date: 2025-03-20 09:38:53. https://doi.org/10.21070/ups.1185
Babbie, E. R. (2020). The Practice of Social Research. Cengage AU.
Bouchikhi, Y. E. (2023). Tourism Differentiation Through Social Media Branding. Advances in Hospitality, Tourism, and the Services Industry, Query date: 2025-03-20 09:38:53, 256–277. https://doi.org/10.4018/978-1-6684-6985-9.ch013
Bryman, A. (2016). Social Research Methods. Oxford University Press.
Ciptosari, F., & Wadhi, Y. P. H. (2023). PENERAPAN STRATEGI PEMASARAN POSITIONING, DIFFERENTIATION, BRANDING (PDB) DALAM MENENTUKAN KEUNGGULAN KOMPETITIF DESTINASI PARIWISATA. Journal of Management : Small and Medium Enterprises (SMEs), 16(1), 129–138. https://doi.org/10.35508/jom.v16i1.8356
Dinnie, K. (2022). Nation branding and national identity. Nation Branding, Query date: 2025-03-20 09:38:53, 109–137. https://doi.org/10.4324/9781003100249-7
Field, A. (n.d.). DISCOVERING STATISTICS USING BM SPSS STATISTICS.
Genovino, C., Mauro, P. P., & Tortora, D. (2023). Mixed reality – mainstream for the lasting competitiveness of companies. Digital Transformation and Corporate Branding, Query date: 2025-03-20 09:38:53, 137–159. https://doi.org/10.4324/9781003263784-9
Hobbs, L., Shanoyan, A., & Bergtold, J. (2024). Pet obesity causes and product differentiation opportunities in the pet food industry. International Food and Agribusiness Management Review, Query date: 2025-03-20 09:22:20, 1–19. https://doi.org/10.22434/ifamr1184
Holt, K. (2022). The Strategy Process. Differentiation Strategy, Query date: 2025-03-20 09:22:20, 180–183. https://doi.org/10.4324/9781003271703-14
Kauri, F. H. N., Soedarto, T., & Setyadi, T. (2023). Marketing Strategy for Black Tea Products Using SOAR Analysis at PT. Rolas Nusantara Mandiri Surabaya. JOURNAL OF ECONOMICS, FINANCE AND MANAGEMENT STUDIES, 6(11). https://doi.org/10.47191/jefms/v6-i11-11
Kuswardani, DC., Nurhidayati, N., Wibisono, T., & Santoso, A. (2023). Local Branding: Imperative Strategy Towards Competitiveness of Sustainable Destinations Through the Role of Social Media. Kontigensi : Jurnal Ilmiah Manajemen, 11(1), 281–293. https://doi.org/10.56457/jimk.v11i1.349
Lifia, C., & Rochmaniah, A. (2024). Utilization of Digital Marketing and Social Media Branding in Increasing the Competitiveness of Mrs Snackket MSMEs. Query date: 2025-03-20 09:38:53. https://doi.org/10.21070/ups.4469
Marliana, D., Winarto, P. S., & Prafitri, R. (2024). The Development Strategy of Quail Farming Business in Pesantren Manajer Tholabie, Indonesia. International Journal of Current Science Research and Review, 7(3). https://doi.org/10.47191/ijcsrr/v7-i3-04
Martincevic, I. (2022). THE CORRELATION BETWEEN DIGITAL TECHNOLOGY AND DIGITAL COMPETITIVENESS. International Journal for Quality Research, 16(2), 541–558. https://doi.org/10.24874/ijqr16.02-13
Melki, O. (2024). Vertical differentiation and internationalization strategy. Query date: 2025-03-20 09:22:20. https://doi.org/10.21203/rs.3.rs-3872999/v1
Miranda, B. V., Ross, B., Franken, J., & Gómez, M. (2022). Plural forms and differentiation strategies in the agri‐food sector: Evidence from the U.S. wine industry. Agribusiness, 38(3), 486–504. https://doi.org/10.1002/agr.21741
Nurisna, A. B., & Rochmaniah, A. (2024). Training of Branding MSME Piscok and Pukis. Query date: 2025-03-20 09:38:53. https://doi.org/10.21070/ups.4309
Octari, W. H., Suadnya, I. W., & Rakhman, A. (2024). Agrotourism Destination Development Strategy on Lombok Island. Journal of Economics, Finance And Management Studies, 7(Query date: 2025-03-20 09:22:20). https://doi.org/10.47191/jefms/v7-i8-31
Perdanawati, A. M., Sumantri, K., & Sulaksana, J. (2023). STRATEGI PENGEMBANGAN USAHA PENGOLAHAN DODOL. Journal of Sustainable Agribusiness, 2(1), 1–7. https://doi.org/10.31949/jsa.v2i1.5875
Rizqan, M., Adam, M., & Yunus, M. (2022). POSITIONING, DIFFERENTIATION, AND BRAND COMPONENT IN THE BRANDING SUCCESS OF TAKENGON MEDIATED BY COFFEE TOURIST DESTINATION. International Journal of Business Management and Economic Review, 5(2), 221–235. https://doi.org/10.35409/ijbmer.2022.3382
Santika, D., & Rochmaniah, A. (2023). New Media in Building Politician Personal Branding. Query date: 2025-03-20 09:38:53. https://doi.org/10.21070/ups.1174
Silaningsih, E., Sudarijati, S., Kartini, T., Hanipah, I., Akhsan, M., Ningsih, D. F., & Fairuz, R. (2024). Peningkatan Daya Saing Produk Melalui Inovasi Produk, Branding dan Sistem Pemasaran Konsinyasi. PengabdianMu: Jurnal Ilmiah Pengabdian Kepada Masyarakat, 9(11), 1941–1949. https://doi.org/10.33084/pengabdianmu.v9i11.7866
Sundayana, D., Tanuwijaya, L., Ridwan, M., Sundayana, D., & Rusmana, O. (2024). Pandanrejo Tourism Village Digital Branding Identity Analysis. International Journal of Sustainable Competitiveness on Tourism, 3(1), 36–48. https://doi.org/10.34013/ijscot.v3i01.1483
Voldnes, G., Sogn-Grundvåg, G., & Young, J. A. (2023). Norwegian Farmed Salmon: A Commodity in Need of Differentiation? Journal of International Food & Agribusiness Marketing, 36(5), 839–869. https://doi.org/10.1080/08974438.2023.2220320
Yang, C., Lu, C., Chiu, Y., & Lin, T. (2022). Analysis of coffee production efficiency and productivity strategy in African and non‐African countries. Agribusiness, 38(4), 946–969. https://doi.org/10.1002/agr.21759
