Domestic and Foreign Marketing Strategy of Ship Chandler Business: A Case Study

Abstract

This study is motivated by the strategic position of Batam City as a Free Trade Zone (FTZ) and a maritime logistics hub that has the potential to drive the growth of the ship chandler business. This condition creates opportunities for both domestic and international market expansion for business actors such as CV XYZ. This study aims to analyze the marketing strategy of CV XYZ in business expansion and to identify its supporting and inhibiting factors. The research employs a qualitative approach with a descriptive research design through interviews and in-depth analysis. The results indicate that CV XYZ implements an Integrated Marketing Communication (IMC) strategy, emphasizing direct marketing to key decision-makers, consistency in service quality, and alignment with global standards (ISSA, IMPA, and ISO) to support international expansion. Internal supporting factors include competent human resources, experienced management, strong distribution networks, and service quality, while external factors include Batam’s strategic geographic location, FTZ status, and high maritime activity. Inhibiting factors consist of limited digitalization, product innovation, and market dependence, as well as regional competition and global economic dynamics.