Supply Chain Integration and Brand Diplomacy in the Market Dominance Strategies of Kopi Candy

Abstract

This study examines how supply chain integration and brand diplomacy interact to support the global market dominance of Kopi Candy within the highly competitive Fast-Moving Consumer Goods (FMCG) sector. While existing research typically analyzes supply chain management and marketing strategies separately, this study addresses the gap by integrating these perspectives into a unified framework. A qualitative, descriptive case study approach is employed, focusing on the Kopi Candy ecosystem, including PT Mayora Indah Tbk and its related subsidiaries. Data is collected through triangulation of corporate documents, financial reports, and relevant academic literature, and analyzed using value chain analysis supported by theoretical frameworks such as Porter’s Diamond Model, Transaction Cost Economics, and corporate diplomacy. The findings reveal that supply chain integration through vertical coordination, structured supplier selection, and efficient distribution ensures product consistency, cost efficiency, and scalability. Simultaneously, brand diplomacy strategies, particularly through product placement in Korean dramas and international market engagement, significantly enhance brand awareness, consumer trust, and global reach. Importantly, the study finds that the interaction between these two dimensions creates a synergistic effect, where operational capabilities reinforce marketing effectiveness and vice versa. This integrated approach enables Kopi Candy to sustain its competitive advantage and expand across diverse international markets. The study concludes that market dominance in the global FMCG industry is best explained by the alignment of internal supply chain capabilities with external brand diplomacy strategies, offering both theoretical contributions and practical insights for firms in emerging economies seeking global expansion.