Exploring the Potential and Marketing Strategies of Coconut Shell Briquettes in West Sulawesi, Indonesia

DOI

10.2991/978-94-6463-825-7_4How to use a DOI?

Keywords

briquettes marketing strategies; coconut agroindustry; coconut shell charcoal; tows analysis; 4C diamond framework

Abstract

The global transition toward sustainable energy sources has intensified the demand for biomass alternatives, positioning coconut-shell charcoal and briquettes as viable renewable fuel options. However, small-scale agro-industries face significant market penetration challenges owing to geopolitical instabilities and infrastructure limitations. This study examines strategic marketing approaches for coconut shell briquette enterprises operating in emerging markets, using CV Hikmah Surabaya Arang (West Sulawesi, Indonesia) as a case study. This study addresses the critical gap in understanding how traditional charcoal and briquette producers can navigate complex international trade environments while capitalizing on domestic policy-driven opportunities. Employing an exploratory case study methodology, this study utilized qualitative descriptive analysis, the 4C Diamond framework, and the TOWS matrix to assess market positioning and strategic alternatives. The findings reveal that resource abundance alone is insufficient for market success, and strategic market diversification and adaptive distribution channels are essential for sustainable growth. This study identifies Asia-Pacific trade corridors as viable alternatives to traditional Middle Eastern routes affected by regional conflicts, while Indonesia’s sustainable smart city development, like the new capital city, presents significant domestic market opportunities. This research contributes to the literature on crisis-resilient marketing strategies and provides a framework for small-scale coconut-shell charcoal and briquette enterprises seeking international market expansion.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Suryani Dewi
AU  - Arnita Irianti
AU  - Nurmaranti Alim
AU  - Arifhan Ady Dj
PY  - 2025
DA  - 2025/08/22
TI  - Exploring the Potential and Marketing Strategies of Coconut Shell Briquettes in West Sulawesi, Indonesia
BT  - Proceedings of the International Conference of Tropical Agrifood Feed and Fuel 2024 (ICTAFF 2024)
PB  - Atlantis Press
SP  - 28
EP  - 46
SN  - 2468-5747
UR  - https://doi.org/10.2991/978-94-6463-825-7_4
DO  - 10.2991/978-94-6463-825-7_4
ID  - Dewi2025
ER  -