Palung salt in Bali: Strategies for the local product to penetrate global markets

The purpose of this study is to investigate how the strategy carried out by the palung salt businessmen to penetrate the global markets. The determination analysed using the grounded theory method based on the in-depth interview, focus group discussion (FGD), observation, and laboratory examination. Palung salt as a unique and distinctive Balinese product which has a particular taste, quality, and hygiene characteristics. Such characteristics represent the initial capital to penetrate the global markets, occupying several strategies such as improving business networks, product standardisation, and market networking. Besides, product standardisation has been created using laboratory tests, product variants, packaging, labelling, and application for the Geographical Indication. The market network tends to show patronage patterns thereby potentially establishing a dependence on specific market segmentation as reflected in several market networks. In this economic activity context, salt business is embeddedness in the social life of Balinese society and become a determinant market strategy success.