Internationalization Strategies for Coffee SMEs through Freight Forwarding Services from an Indirect Export Marketing Perspective
DOI:
https://doi.org/10.55927/fjsr.v5i4.26Keywords:
Coffee SMEs, Internationalization, Indirect Export, Freight Forwarder, International MarketingAbstract
This study aims to understand how coffee MSMEs implement internationalisation strategies by utilising freight forwarder services through an indirect export approach. The methodology employed is qualitative in nature, with an exploratory-descriptive focus, wherein data was collected through in-depth interviews, observation and documentation, and subsequently analysed interactively. The research findings indicate that SMEs tend to opt for indirect exports due to resource constraints, limited export knowledge, and regulatory hurdles. In practice, freight forwarders act not only as logistics providers but also as gateways to global markets and supporters of administrative processes. They also assist SMEs in learning about export procedures. However, this strategy has its drawbacks, such as limited market control and low added value, meaning SMEs need to gradually enhance their capabilities.
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