Global Market Segmentation Strategy On Indonesian Local Products In The Digital Era

Abstract

The development of digital technology provides a great opportunity for local Indonesian products to grow in the international market. With the internet, social media, and e-commerce platforms, businesses can promote their products without the need to have a physical store abroad. Local products such as batik, coffee, handicrafts, traditional foods, and natural cosmetics have great potential because they contain cultural values and uniqueness that are unique to Indonesia, which attracts the interest of consumers abroad. In the face of global competition, market segmentation is a very important strategy to ensure marketing is carried out more effectively and appropriately. Market segmentation includes geographical, demographic, psychographic, and consumer behavior aspects that help businesses understand what is needed and the characteristics of the global market. In addition, targeting and positioning strategies are very important to determine the appropriate consumer groups and build the image of local products in the eyes of international consumers. The use of social media, influencers, and digital marketplaces can increase visibility and expand the market for local products. On the other hand, e-commerce offers many advantages such as cost efficiency, ease of promotion, and wider access to international markets. However, there are various challenges that need to be faced, such as very tight competition in the global market, low consumer confidence, data security problems, logistical constraints, and limited digital literacy among MSME actors. Therefore, innovation, product quality improvement, the right digital marketing strategy, and brand image strengthening are needed to ensure that local Indonesian products can compete and maintain their position in the international market