Title: Palung salt in Bali: strategies for the local product to penetrate global markets

Authors: Yety Rochwulaningsih; Misri Gozan; Mahfud Effendy; Noor Naelil Masruroh; Waskito Widi Wardoyo

Addresses: Faculty of Humanities, Department of History, Diponegoro University, Semarang, 50275, Indonesia ' Department of Chemical Engineering, University of Indonesia, Depok, 16424, Indonesia ' Department of Fisheries and Oceanography, Trunojoyo University, Bangkalan, 69192, Indonesia ' Faculty of Humanities, Department of History, Diponegoro University, Semarang, 50275, Indonesia ' Faculty of Humanities, Department of History, Sebelas Maret University, Surakarta, 57126, Indonesia

Abstract: The purpose of this study is to investigate how the strategy carried out by the palung salt businessmen to penetrate the global markets. The determination analysed using the grounded theory method based on the in-depth interview, focus group discussion (FGD), observation, and laboratory examination. Palung salt as a unique and distinctive Balinese product which has a particular taste, quality, and hygiene characteristics. Such characteristics represent the initial capital to penetrate the global markets, occupying several strategies such as improving business networks, product standardisation, and market networking. Besides, product standardisation has been created using laboratory tests, product variants, packaging, labelling, and application for the Geographical Indication. The market network tends to show patronage patterns thereby potentially establishing a dependence on specific market segmentation as reflected in several market networks. In this economic activity context, salt business is embeddedness in the social life of Balinese society and become a determinant market strategy success.

Keywords: palung salt; local products; global markets.

DOI: 10.1504/IJTGM.2019.100351

International Journal of Trade and Global Markets, 2019 Vol.12 No.2, pp.146 - 167

Received: 15 Aug 2018
Accepted: 24 Feb 2019
Published online: 26 Jun 2019 *

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