Analysis of Competitiveness and Halal Logistics of Small and Medium Industry in Beverage

Indonesia is in 4th position in the scope of sharia economics. This potency allows Indonesia to develop the halal industry, including the halal food and beverage industry. The COVID-19 pandemic has resulted in SMIs (Small and Medium Industries) experiencing a decline in sales. This study aims to design a marketing strategy for the beverage industry sales, provide suggestions and find out the main demands and challenges faced by SMIs related to halal logistics. Data were collected on 10 SMI beverage industries using observation techniques, interviews, and historical data. Marketing strategy analysis using the SOAR analysis method was carried out as a strategy to increase sales. Strategic management found that each SMI owned strengths, opportunities, aspirations, and results. The SOAR analysis method was then developed into four parts: S-A, O-A, S-R, and O-R. This analysis is used as an alternative strategy for each SMI in the beverage industry based on the existing factors. Proposals for the marketing strategy improvement were given, as well as the results of the interviews demonstrating that SMI’s actors understand the importance of halal in every process. Yet, several obstacles were found in its implementation, such as a lack of education, the need for thorough socialization, complex and time-consuming administration, and constraints originating from the government and expedition services.