The Competitive Advantage of Halal-Certified Food in International Trade by PT Mitratani Dua Tujuh Jember
Keywords:
Competitive advantage, Mandatory, Halal certificationAbstract
The objectives to be achieved from this research are first to explore the reasons for PT Mitratani Dua Tujuh to use halal certification in international trade. Second, conducting an analysis from the perspective of the competitive advantage of halal-certified food in international trade by PT Mitratani Dua Seven. Research method with a qualitative approach of the phenomenological type. Data were collected by observation, interviews, documentation, and FGDs. The analysis used by Michael E. Porter focuses on competitive advantage. The results of this study show that first, the reason for using halal certification by PT Mitratani Dua Tujuh is because halal certification is already mandatory in addition to expanding market reach and increasing production scale. Second, the competitive advantage caused can create differentiated products and can stem its competitors.
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