Development Potential of Indonesian Cinnamon Syrup in Thailand Using SWOT and BMC Analysis
DOI:
https://doi.org/10.56456/jebdeker.v6i2.959Keywords:
Business Model Canvas (BMC), Cinnamon, Product Commercialization, International Trade, SWOT AnalysisAbstract
International trade drives the increase in the value of agricultural commodities, thus developing Indonesian cinnamon syrup (Cinnamomum burmannii) as a functional beverage product for the Thai market. This study aims to analyze the potential for developing and commercializing Indonesian cinnamon syrup for the Thai market by identifying strengths, weaknesses, opportunities, and threats, as well as developing a business conceptualization model. A qualitative approach was used based on secondary data obtained from trade statistics, official reports, and previous studies. The analysis employed the Strengths, Weaknesses, Opportunities, and Threats (SWOT) framework and the Business Model Canvas (BMC). The results show that cinnamon syrup has strong market potential in Thailand, supported by Indonesia’s abundant raw material supply, the increasing trend of functional beverage consumption, and the bioactive compounds in cinnamon, such as cinnamaldehyde and polyphenols, which are associated with potential blood glucose regulation. The SWOT analysis indicates that key strengths include health benefits and Indonesia’s identity as a tropical spice producer, while weaknesses relate to export capability, packaging limitations, and regulatory compliance. Opportunities arise from the growing health-conscious market and demand for functional beverages, whereas threats include market competition, strict food regulations, and consumer preference adaptation. The BMC analysis suggests that commercialization strategies should focus on strengthening value propositions, leveraging digital distribution channels, and establishing partnerships with cafés and local distributors. This study recommends improving product innovation, quality standardization, and institutional support to enhance export competitiveness in the Thai market.
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