Analysis of local food opportunities in the global market: case study of caramelized beef curry (rendang)
The popularity of “Rendang” opens challenges to global market penetration. The objective of this study was to identify Indonesian local food growth opportunities in the global market, to analyze SWOT of “Rendang” and to measure the global consumer perception level towards “Rendang”. Focus Group Discussions (FGD) with SMEs and industry players as well as survey to foreigners in Jabodetabek are done to gather data. The study reveals that there are opportunities for “Rendang” in the global market. Using the SWOT Analysis, the study found that “Rendang” has substantial strengths and opportunities, and should implement an aggressive strategy. Using the T- Test, the study found that there is a positive level of perception from global consumers towards “Rendang”. Recommendations include the standardization of “Rendang”, training and educating SMEs, and strategies to develop “Rendang”cooking sauce products to suit the global market.
B01220 | (wh) | Available |
No other version available