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Boosting Business Results in floriculture sector In The State Vision of Business Reengineering to Achieve Sustainability of Agriculture System (a view of Acceleration Wave) By : Ir. Oki Marsiano, MM-BAT 0811442622 [email protected]

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Page 1: Indonesia Floriculture Perspective

Boosting Business Results in floriculture sector

In The State Vision of Business

Reengineering to Achieve Sustainability of

Agriculture System

(a view of Acceleration Wave)

By : Ir. Oki Marsiano, MM-BAT

0811442622

[email protected]

Page 2: Indonesia Floriculture Perspective

GELOMBANG MENUJU KEBANGKITAN PERTANIAN INDONESIA

Page 3: Indonesia Floriculture Perspective

“TIPPING POINT~PERTANIAN INDONESIA”

1. KEPEMIMPINAN PERTANIAN YANG KUAT, BERSIH DAN VISIONER.

2. REFORMASI AGRARIA MENUJU PENGELOLAAN LAHAN PERTANIAN MINIMAL 3,5 HA/PETANI

(KONSORSIUM HAK GUNA LAHAN PERTANIAN DALAM BENTUK PERATURAN PEMERINTAH)

DAN SISTEM TRANSMIGRASI ANDALAN TERPADU.

3. WAJIB MENINGKATKAN LUAS AREA PERTANIAN KHUSUSNYA TANAMAN PANGAN SESUAI

DENGAN PERTUMBUHAN JUMLAH PENDUDUK DARI WAKTU KE WAKTU.

4. MERUBAH SECARA BERLAHAN IMAGE, BUDAYA DAN POLA KONSUMSI MASYARAKAT.

5. MELAKUKAN POSITIONING PADA KOMODITI TANAMAN PANGAN, TANAMAN PERKEBUNAN,

TANAMAN REMPAH DAN TANAMAN HORTIKULTURA SEBAGAI KEUNGGULAN KOMPARATIF

DAN KOMPETITIF INDONESIA.

6. PERBAIKAN METODE KERJA DARI TRADISIONAL KE TEKNOLOGI TEPAT GUNA ( YANG

BERBICARA APA ARTI PRODUKTIVITAS>KAPASITAS>TINGKAT KEBERHASILAN>KUALITAS

PRODUK, PELAYANAN SERTA PURNA JUAL YANG PRIMA) UNTUK MENGARAH KE INDUSTRI

PERTANIAN.

7. “THE RIGHT PLACE TO THE RIGHT PRODUCT”

8. MEKANISME & PROSEDUR PASAR DENGAN SISTEM PELAYANAN SATU PINTU (ONE STOP

SERVICES) MENUJU SISTEM EKONOMI EFISIEN DAN EFEKTIF.

9. OPTIMASI RISET PERTANIAN DALAM NEGERI DENGAN SISTEM REWARD KE PENELITI

UNTUK MERANGSANG HASIL PENELITIAN YANG BERKUALITAS DAN KONTINU SESUAI

KEBUTUHAN PASAR.

10. MEMFASILITASI “BANK PERTANIAN INDONESIA” SEBAGAI WADAH PERMODALAN

MASYARAKAT PERTANIAN.

11. MENJAMIN MUTU/KALIBRASI BIBIT, PERALATAN, PUPUK, OBAT DAN PESTISIDA YANG

BEREDAR DAN PEMERINTAH MENGELUARKAN INSTRUKSI PRESIDEN MENGENAI

KEWAJIBAN INDUSTRI PUPUK, OBAT DAN PESTISIDA MENGELUARKAN KELAS “GENERIK”

SEHINGGA PETANI MEMILIKI DAYA BELI DAN BERKELANJUTAN.

12. MELAKUKAN PROPAGANDA DALAM BENTUK KOALISI, LEGISLATIF, STRATEGI MEDIA

UNTUK MENGANGKAT CITRA PETANI, PRODUK DAN DUNIA PERTANIAN INDONESIA.

Page 4: Indonesia Floriculture Perspective

TANAMAN HIAS SEBAGAI KOMODITAS

PERDAGANGAN DUNIA

BUDAYA MODERN

LIFE STYLE

KEINDAHAN LINGKUNGAN

AKTIVITAS BISNIS

TANAMAN

HIAS

APAKAH SEKARANG INDONESIA ADALAH NEGARA PERTANIAN ?45 % DARI TOTAL KEHIDUPAN DI SEKTOR PERTANIAN

APAKAH KITA AKAN MENJADI NEGARA PERTANIAN MODERN, YANG MENGHIDUPKAN & MENGHIDUPI SEKARANG DAN MASA DEPAN ?

ATAU MENJADI NEGARA INDUSTRI ATAU JASA YANG TERLALU MANIS DALAM SEBUAH RENCANA MESKI JAUH DALAM REALITA

Page 5: Indonesia Floriculture Perspective

Corporate Reform System

Number

of

customersEarly Adopters/

Pioneers

Mass Market/

Followers

End of Life

MANUSIA

Page 6: Indonesia Floriculture Perspective

Agri-System

Industry PointGovernment On Farm Activities Off Farm Activities

Regulation

Policy

Access

G2G

Facility/

infrastructure

Machining

Varieties

Seeds

Pestised

Fertilizer

Supporting

Facility

Land &

Agroclimate

Human

Resources

Production

Process

Capital

Transfer of

Knowledge

Transportation

Processing

Marketing

Chain

Product

Packaging

GAP

Domestic

Market

Export

Market

Technology

B2B

C2C

Page 7: Indonesia Floriculture Perspective

PARAMETER FLORIKULTURA

SistemKepemimpinan Hasil Internal Hasil Eksternal

Budaya

kerja

Melibatkan

Seluruh

Karyawan

Struktur

Organisasi

Komitmen

manajemen

Supplier

Proses

Produksi

Sumber

daya

Fasilitas/

infrastruktur

Lahan &

agroklimat

teknologi

Mutu

Kemasan

Produk

Florikultura

Pengiriman

Jumlah

Kepuasan

Konsumen

Nilai

Konsumen

Efisiensi

Keuntungan

Retensi

konsumen

Loyalitas

Kebutuhan &

harapan

Kepuasan

Stakeholder

Biaya & Harga

tumbuhinovasi

Supply &

demand

Page 8: Indonesia Floriculture Perspective

PROSES

PRODUKSI

KONSUMEN DALAM NEGERI

SARANAPRASARANA

MODAL

INFORMASI

TRANSPORTASI

PASAR

PETANI

PENGUMPUL

PENAMPUNG

PASAR LELANG

FLORIST

PENGECERDLM NGR

EKSPORTIRPENGEPAKAN

SORTASI &GRADING

PANEN

VARIETAS IKLIM

OPT

PEMELIHARAAN

TANAH

KUALITAS& KUANTITAS

REGULASI

PULSING

&

HOLDING

STORAGE

PASCA PANEN

Page 9: Indonesia Floriculture Perspective

APA YANG HARUS KITA PERBAIKI ?

Page 10: Indonesia Floriculture Perspective

AKTIVITAS EKONOMI & BISNIS HORTIKULTURA

PERTAHUN PERPUTARAN TRANSAKSI FLORIKULTURA DUNIA

US$ > 50 BILLIONS

QUALITY, QUANTITY & CONTINUITY

+

COST, SERVICES, DELIVERY & MORALE

+

EFFICIENT MARKET & INNOVATION

FLORICULTURE

WORLD

LIFE STYLE

+

COLOURS OF

LIFE

DEMANDSUPPLY

PRODUCTION TRENDS MARKETING TRENDS

NEW PRODUCT &

VARIETIES

RESEARCH &

TECHNOLOGY

BASIC

NEEDS

+

Page 11: Indonesia Floriculture Perspective

MARKET & PRODUCT INTELLEGENCE

0

200000

400000

600000

800000

1000000

1200000

1999 1998 1997 1996

German

USA

Inggris

Perancis

Belanda

Jepang

Swiss

Italia

Belgia

Austria

Lain 2x

0

500000

1000000

1500000

2000000

2500000

3000000

3500000

4000000

1999 1998 1997 1996

Belanda

Kolombia

Israel

Ecuador

Italia

Spanyol

Kenya

USA

Belgia

Thailand

Denmark

Costarica

Jeman

Perancis

Negara pengimpor utama produk florikultura internasional

Negara Pengekspor produk florikultura internasional

Sumber : Flowertech Magazine,Nov 2003

Page 12: Indonesia Floriculture Perspective

CUT FLOWER POT PLANTS TOTAL

AUSTRIA + 2 % + 2 % + 2 %

BELGIUM + 2 % - 2 % 0

CHINA + 20 % * *

CROATIA + 4 % + 3 % + 3,5 %

CZECH REP + 4 % + 7,1 % + 5,6 %

DENMARK + 5,1 % + 2 % + 3,6 %

FINLAND + 0,9 % + 0,9 % + 0,9 %

FRANCE + 3 % - 2 % + 0,5 %

GERMANY 0 % + 3 % + 1,5 %

GREECE + 5,1 % + 2 % + 3,5 %

HUNGARY + 5,1 % + 12,4 % + 11,3 %

IRELAND + 4 % + 5,1 % + 5,1 %

ITALY + 4 % + 1,9 % + 3 %

JAPAN + 3 % * *

NETHERLANDS 0 % -2 % - 1%

NORWAY 0 % 0 0

POLAND + 12,3 % + 11,2 % + 11,7 %

PORTUGAL + 7,1 % + 5,1 % + 6,1 %

RUSSIA - 3 % * *

SLOVENIA + 3 % + 9,2 % + 6,1 %

SLOVAKIA + 10,2 % + 10,2 % + 10,2 %

SPAIN + 5 % + 3 % + 4 %

SWEDEN + 3 % + 3 % + 3 %

UNITED KINGDOM + 4 % + 4 % + 4 %

USA + 7 % * *

PROJECTION FOR GROWTH IN CONSUMPTION 1999 - 2003

Sumber : Flowertech Magazine,Nov 2003

Page 13: Indonesia Floriculture Perspective

EUROPEAN MARKET VISION TO 2007

COUNTRYFLOWERS SALES CONSUMPTION CHANGE

MILLION (EURO) FLOWER PLANT

THE NETHERLANDS 982 3% -3%

BELGIUM 258 5% -5%

GERMANY 4.124 0% 11%

AUSTRIA 372 2% 10%

SWITZERLAND 758 11% 5%

FRANCE 0 16% 5%

SCANDINAVIA 0 0% 0%

SWEDEN 0 10% 22%

FINLAND 0 -5% 16%

NORWAY 0 5% 11%

UK 0 0% 20%

SPAIN 0 30% 35%

ITALY 0 11% 5%

DENMARK 0 16% 10%

GREECE 0 13% 12%

PORTUGAL 0 20% 26%

NEW EU MEMBER STATE 0 31% 44.2%

Page 14: Indonesia Floriculture Perspective

Production

0

500

1000

1500

2000

2500

Jepa

ng

Net

herla

nds

Col

umbia

Italy

USA

Jepang

Netherlands

Columbia

Italy

USA

Produksi Bunga Krisan terbesar

2001, flower market in japan

1. Consumer market = 1,5 trillion yen = 12 billion US $

Dengan kontribusi terbesar pada :

a. Single head chrysanthemum 19 %

b. Japanese spray chrysanthemum 6 %

c. Spray chrysanthemum 5 %

d. Lily 9 %

e. Rose 9 %

f. Carnation, Orchid, Lisianthus 14 %

INDONESIA DUNIA

1 ANGGREK MAWAR

2 KRISAN ANYELIR

3 MAWAR KRISAN

4 ANYELIR ANTHURIUM

5 ANTHURIUM GERBERA

Bunga dengan volume transaksi terbesar

Sumber : JETRO,vol july 2003

Page 15: Indonesia Floriculture Perspective

KOMODITAS 1996 1997 1998 1999 2000 2001 2002 2003

ANGGREK 9.4 6.5 7.78 3.20 3.2 4.45 4.9 5.9

ANTHURIUM 2.7 4.2 1.67 0.4 0.6 0.8 1.0 1.04

GLADIOL 13.3 12.5 6.4 2.5 4.8 4.5 10.8 11.40

HELICONIA 0.86 1.02 0.9 0.4 0.4 0.4 0.7 1.1

KRISAN 1.5 10.06 4.45 1.4 2.3 7.4 25.8 27.06

MAWAR 173.1 17.27 35.6 33.59 78.1 84.95 55.7 81.7

SEDAP MALAM

25.7 10.47 10.5 9.3 13.3 11.5 19.67 21.9

JUMLAH 226.5 62.12 67.4 51.03 102.8 113.94 118.86 150.14

MELATI 114.9 7.5 25.05 13.5 15.1 19.5 18.23 -

PALM 2.2 3.05 2.40 3.0 0.8 0.4 1.18 -

KINERJA TANAMAN HIASDATA PRODUKSI TANAMAN HIAS

1996 – 2003 (JUTA TANGKAI)

Page 16: Indonesia Floriculture Perspective

DISTRIBUSI PRODUK PASAR

%

KONSUMSI

POTENSI

GROWTH

A BP, KP, BPT, D, F

JKT, BDG, SBY, MDN, BLI, UJP, BJM,

SMG 20 5,9

B BP, KP, BPT, D, F

JKT, BDG, SBY, MDN, BLI, UJP, BJM,

SMG 12 4,9

C BP, KP, BPT, D, F SBY, SMG 13 4,2

D BP, KP, D, F SMG, SLO, JGJ, PWT, SBY 17 4,4

E BP, D SGP, KOR, JPG, UEA 2 0.2

F BP, KP, BPT JKT, SBY, MKS 4 4,9

G BP, KP, BPT, D JKT, SBY, MKS, BLI 4 4,9

NEW MARKET BP, KP, BPT, D, F

JKT, BDG, SMG, SLO, BPN, BLI,

BAT, MED 28 9,8

Total BP, KP, BPT, D, F

JKT, BDG, SMG, SLO, BPN, BLI,

BAT, MED 0 9,8

III. MAP OF MARKET PT. XX

KETERANGAN :

BP = BUNGA POTONG

KP = KRISAN POTONG

BPT = BUNGA POT

D = DAUN POTONG

F = FILLER BUNGA

JKT = JAKARTA

BDG = BANDUNG

SBY = SURABAYA

MDN = MEDAN

BLI = BALI

UJP = UJUNG PANDANG

BJM = BANJARMASIN

SMG = SEMARANG

SLO = SOLO

MKS = MAKASSAR

BPN = BALIKPAPAN

PWT = PURWOKERTO

BAT = BATAM

SGP = SINGAPORE

Page 17: Indonesia Floriculture Perspective

Indonesia Macro Economic Indicators Thn 2XXXa. Economic Growth = 7 %b. Inflation = 10 %c. BI Interest = 12- 13 %d. Value Exchange (Rp) = Rp 9300 – Rp 9450

sources : PDBI, CSIS, CIDES

Indonesia Flowers Market Indicator THN 2XXX

Flowers Demand = xx Million stem

PT. xx Market Share = xx %

Flowers Growth = xx %

BUDGET Planning 2005

Income Target = Rp xx ,-

Net Profit (after tax) = Rp xx,-

Net Margin = xx %

EBITDA Average (monthly) = Rp xx/month

Sales Growth = xx %

Profit Growth = xx %

Maximum Sustainable Growth = xx %

OPTIMUM CAPACITY

Page 18: Indonesia Floriculture Perspective

PRODUCTION PLANNING

% Success of Production = 80 % Of Population

SALES Planning

% Success of Sales = 95 % of Production

HOW TO ACHIEVE ?

With best effort our resources

Market Maintain & Explore

Quality of Our Product

Efficiency & Productivity (Finance & Cost Control, Human Resource)

Customer & Distributors Satisfaction & loyalty

BUDGET Planning

Target Cost = Rp XXX /stem

Income Target = Rp XXX ,-

Net Profit (Rp after tax) = Rp XXX,-

Net Margin = XX %

EBITDA Average (monthly) = Rp XXX/month

Sales Growth = XX %

Profit Growth = XX %

Maximum Sustainable Growth = XX %

INDONESIAN /FOREIGN FLOWER MARKET INDICATOR 2005

Chrysanthemum Demand = XX Million stem

PT. ABN Market Share = XX %

Chrysanthemum Growth = XX %

SUSTAINABLE GROWTH ANALYSIS

g = xx % (TAHUN 2004)KETERANGAN :

g = maximum sustaianable growthD/E = debt equity ratioPr/e = percentage of retained earningsROA = after taxed return on assetsi = after taxed interest of debt

)}({/ iROAE

DROApg er

Page 19: Indonesia Floriculture Perspective

APA KATA ASIA ?

BANGALORE, TAMIL NADU, SIKKAN, UTTAR PRADES, SRI LANKA, KUNMING

TAIWAN, SOUTH KOREA, JAPAN, THAILAND (ORCHIDS), MEKHONG DELTA,

CAMERON HIGHLAND, SINGAPORE DAN AUSTRALIA (WAX FLOWERS-NYA)

Page 20: Indonesia Floriculture Perspective

Potential for Indonesian Chrysanthemum/Floriculture Exports To Japan

Korean Imports: Although South Korea has a climate similar to that of Japan, labor costs in South

Korea in the past were substantially lower than Japan, resulting in large imports of roses and

chrysanthemums from South Korea. However due to rising labor and energy (heating) costs the

imports from South Korea have been decreasing of late. In addition, South Korea suffers from the

same climatic extremes as Japan of hot humid summers and very cold winters (-15o~20oC)

making cultivation and maintenance of year-round flower quality difficult. Technical capability is

also lower than that in Japan and the financial support previously being given by their government

to the growers is being withdrawn. I believe imports from South Korea will end in 2 or 3 years.

Chinese Imports: cutflower imports have began over the last 4 or 5 years from north to south of

the vast geographical expanse of China, including the highlands of Yunan Province (Kunming).

However due to extreme climatic conditions good year-round production of chrysanthemums has

not been achieved. To date the Chinese imports are the lowest priced chrysanthemums on the

Japanese market and those importers involved in developing the Chinese chrysanthemum

imports have suffered large losses. Although flower quality is improving, when you consider

technical competency and the climatic extremes, it is hard to see the Chinese chrysanthemum

imports flourishing in the Japanese market.

Dutch Imports: In 1998 The Netherlands exported over 22 million stems to Japan, however since

then rising airfreight charges, incorporation of the Dutch Guilder into the Euro currency and the rising

Euro currency has seen a sharp decline in the imports of Dutch cutflowers into Japan, particularly

over the last 2 or 3 years

Page 21: Indonesia Floriculture Perspective

Vietnamese Imports: imports from Vietnam have been increasing over the last few years. To date

though these imports have been restricted to one company. This company’s cultivation is taking place

at 700 m ASL and the quality of the exported flowers is far better than the Chinese or South Korean

exports. This cultivation area based near Dalat has poor access to Ho-chi-minh Airport. The 150km to

the airport takes 6~7 hours and when the flowers arrive at the airport, there are no cold storage

facilities. It will take considerable time to develop the export capability from Vietnam.

Malaysian Imports: cultivation take places in the Cameron Highlands, on the hillsides located

1,000~1,500 m ASL. During heavy rains landslides are a constant threat. Although their technical

cultivation skills are not that high, the soils and year round climate are perfect for chrysanthemum

cultivation. The reputation of Malaysian chrysanthemums among imports in the Japanese market is

the highest and I expect imports from the Cameron Highlands to increase in the coming years. Land

suitable for chrysanthemum production expansion in the Cameron Highlands is however limited. In

addition, over 95% of the field and packing-house labor is done by immigrant workers from Indonesia,

Nepal, Vietnam, etc. In future as cutflower production increases in Vietnam and Indonesia I believe it

will become more difficult for the Malaysians to source labor and land for further expansion.

Indonesian Imports: At elevations above 700~800 m ASL good quality chrysanthemums should be able

to be produced (ideally an elevation of 1,000~1,200 m would be best, however if at this elevation mist or

fog is prevalent then disease may be become a major problem). It is thought that the main reason to

date that sales of Indonesian cutflowers in Japan has not expand beyond 1 million stems is that there

has been no cooperation with Japanese companies that can supply market information (varietal, color,

packing, and logistics information) and development of cultivation skills. In the case of Malaysia this

information was supplied from Japan and The Netherlands, and in the case of Vietnam from The

Netherlands.

Page 22: Indonesia Floriculture Perspective

Wholesale amount and number of stem of

Majour cut flowers

Name of

flower

Wholesale (000)

No. of stem Amount

Chysanthemun 200,039 1,050

Carnation 51,363 225

Rose 44,698 286

Lily 20,384 303

Lisianthus 12,620 124

Orchid 17,200 160

Transvaai Daisy 21,133 58

Others 257,547 1,264

Total 624,984 3,470

Page 23: Indonesia Floriculture Perspective

Chrysanthemum (Japan Market)

Qtty:Stem

Amount:\1,000

2002 2003 2004

Country Qtty Amount Qtty Amount Qtty Amount

1 Malaysia 25,096,358 \976,553 36,396,485 \1,363,572 65,860,716 \2,504,159

2 Korea 22,275,143 \866,774 22,937,141 \859,326 22,905,146 \870,900

3 China 5,023,695 \195,483 15,368,498 \575,771 22,718,292 \863,796

4 Taiwan 11,747,205 \457,109 13,526,145 \506,749 17,533,930 \666,676

5 Vietnam 6,054,801 \235,605 6,434,571 \241,067 10,449,922 \397,327

6 Holland 10,498,872 \408,534 3,962,361 \148,447 1,982,535 \75,380

7 Indonesia 678,443 \26,400 1,037,620 \38,874 1,312,450 \49,902

8 Thai 162,930 \6,340 637,521 \23,884 458,020 \17,415

9 Colombia 5,485 \213 5,156 \193 144,437 \5,492

10 Philippin 120 \5 8,280 \310 43,557 \1,656

Other 914,535 \35,587 698,058 \26,152 15,517 \590

Total 82,457,587 \3,208,602 101,011,836 \3,784,346 143,424,522 \5,453,293

% increase from

previous year100.00% 100.00% 122.50% 117.94% 141.99% 144.10%

Page 24: Indonesia Floriculture Perspective

Carnation (Japan Market)

Qtty:Stem

Amount:\1,000

2002 2003 2004

Country Qtty Amount Qtty Amount Qtty Amount

1 Colombia 64,400,170 \1,971,379 76,920,677 \2,123,247 91,578,433 \2,258,090

2 China 8,489,496 \259,875 18,175,969 \501,713 37,412,821 \922,504

3 Vietnam 3,283,150 \100,502 3,327,660 \91,854 4,881,366 \120,362

4 Turkey 4,163,070 \127,437 3,677,130 \101,500 3,745,430 \92,353

5 Sri Lanka 2,570,400 \78,684 2,444,250 \67,469 2,233,120 \55,063

6 Holland 980,158 \30,004 706,259 \19,495 598,933 \14,768

7 Spain 668,242 \20,456 727,674 \20,086 588,226 \14,504

8 Ecuador 1,088,450 \33,319 773,790 \21,359 352,700 \8,697

9 Korea 388,018 \11,878 319,272 \8,813 316,912 \7,814

10 Costarica 0 \0 0 \0 75,000 \1,849

Other 881,895 \26,996 130,850 \3,612 145,265 \3,582

Total 86,913,049 \2,660,529 107,203,531 \2,959,147 141,928,206 \3,499,586

% increase from

previous year100.00% 100.00% 123.35% 111.22% 132.39% 118.26%

Page 25: Indonesia Floriculture Perspective

APA KATA TIMUR TENGAH ?

DUBAI, JEDDAH, RIYADH, DOHA, AMMAN, KUWAIT CITY

Page 26: Indonesia Floriculture Perspective

LANGKAH APA YANG TELAH MEREKA AMBIL ?

INDIA

THAILAND & TAIWAN

CAMERON HIGHLANDKUNMING (CHINA)

Page 27: Indonesia Floriculture Perspective

HORTIFAIR HOLLAND

ALSMEERS AUCTIONFLORITECHEXPO CHINA

DELHI’ FLOWERS

WINDOWS OF FLORICULTURE

Page 28: Indonesia Floriculture Perspective

KITA ADA DIMANA ?

SENTRA BUNGA RAWABELONG, PASAR BUNGA BANDUNGAN, WASTUKENCANA,

SURYA KENCANA, PASAR KAYOON DAN ?????

VOLUME TRANSAKSI Rp 600 milyar

Page 29: Indonesia Floriculture Perspective

WHY WE ARE ?

1. HIGH COST2. LOW PRODUCTIVITY3. BAD QUALITY4. NOT INNOVATE5. BAD SERVICES6. NOT EFFICIENCE7. ABSURD PROCEDURE8. INDIVIDUAL ACTION (PARSIAL)9. NOT GROWTH

WHERE THEY ARE ?

1. LOW COST2. HIGH PRODUCTIVITY3. BEST QUALITY4. INNOVATE5. BEST SERVICES6. EFFICIENCE7. ONE STOP SERVICES, ON-SITE CUSTOM & QUARANTINE BY

SYSTEMATIC APPROACH8. COLLECTIVE ACTION (INTEGRAL)9. GROWTH

Page 30: Indonesia Floriculture Perspective

LEARNING :

Ad Barends (Marketing Guru & Managing partner House PPP floriculture industry, Aalsmeer, The Netherlands) is frustated, Ad hears a lot of talk about “marketing”, “added value” and “trends” but sees very few growers actually implementing this ideas in their day to day practice. He says, “ true innovation is being able to see far enough into the market that you offer the consumer what they really want tomorrow & winning the heart of the consumer with our care, love and passion”.

1. Ambitious & Aggressive Israeli will “boom” in floriculture .2. Japan that since the market depressed the new attitude among

progressive grower is “there is nothing to lose, becoming more creative and everyone is trying new things that the solving”.

3. Dubai Flower Centre, the benefit is no corporate tax, no personal income tax, no import/export tax, cost competitive, abundant electricity and water, efficient telecom, Dubai Airport Free Zone, one stop shop for all services, on-site custom services.

4. PT. Alam Indah Bunga Nusantara have 5.4 ha, prod capacity = 6 millionStem/year. Gumi Five Seasons Chrysanthemum, Korea, have 6.8 ha, prod capacity = 13 Million Stem

THINK BIG, START SMALL, ACT NOW & MOVE FAST

So WE NEED

Page 31: Indonesia Floriculture Perspective

Apa yang Perlu Kita Lakukan ?

Fase 1

Menyaring antara keinginan &

ekspetasi konsumen dgn kemampuan

Keinginan Konsumen

- Bentuk

- Kemasan

-- Ketahanan

-- Varietas & tipe

-- Harga

-- Waktu

-- Pembayaran

-- Jumlah

- Ukuran

-- Nama produk

-- Garansi

Kemampuan Perusahaan:

-- Organisasi

-- Kapasitas

-- Infrastruktur

-- Teknologi yang digunakan

-- Budaya

-- Struktur distribusi

-- Tipe tanaman

-- Iklim

-- Kebijakan

IMPLEMENTASI DILAKUKAN SECARA SPESIFIK, TERUKUR, DAPAT DICAPAI, REALISTIK DAN BERTAHAP

Fase 2

Mengadaptasi Kualitas

Ke Proses Kerja Produk

Produk

- Pemilihan varietas

-- Nama Tanaman

-- Fitur yang diinginkan

-- Pengemasan

-- Pelayanan

-- Pemberian garansi

-- Penampilan

Merubah budaya Kerja

Karyawan semua

Bertanggung jawab

Terhadap kualitas

Organisasi

- Membentuk fungsi jabatan

kualitas dalam organisasi

Menetapkan target

Keberhasilan kualitas

Fase 3

Pengembangan &

Monitoring

- Mencari produk

dan varietas baru

yang tepat & optimal

- Menerapkan reward

& punishment di masing

Masing tim kerja.

- Menetapkan parameter

Standar kualitas berdasar

SNI & Internasional atau

keinginan konsumen.

- Monitoring dilakukan

harian.

Fase 4

Pengendalian Kualitas

- Tingkat keberhasilan

produksi.

- Prosentase Grade

A, B, C, Asal

- Jumlah Komplain

-- Jumlah Konsumen

yang kembali

membeli

Informasi dijalankan berdasarkan faktual , analisa pasar & evaluasi dari program dan kriteria yang disepakati

Page 32: Indonesia Floriculture Perspective

APA YANG HARUS DIPERHATIKAN PADA HARGA

Harga

(Rp/$)

Jumlah

btg/ikat

Pasokan Krisan

(btg/ikat)

Permintaan

(btg/ikat)

1. Pasar Ramai & Sepi

2. Harga Sesuai Kualitas & Jumlah

3. Kesepakatan level harga Jual Minimum Regional

4. Harga memperhitungkan biaya depresiasi

Page 33: Indonesia Floriculture Perspective

APA YANG HARUS DIPERHATIKAN PADA TRANSPORTASI & DISTRIBUSI

Alat Transportasi

Kapasitas Angkut Media Transportasi Waktu & Biaya Transportasi

Udara/laut/daratFull capacity/idle Pribadi/sewa/outsourcing

Rp/berat atau Rp/volume

Indonesia/ekspor

Jawa/luar jawa

1 hari atau lebih

Distribusi Langsung atau tidak langsung

Konsumen

Page 34: Indonesia Floriculture Perspective

APA YANG HARUS DIPERHATIKAN PADA PEMASARAN &

SELERA KONSUMEN

Bagaimana meyakinkan konsumen apa kelebihan dan manfaat produk kita

Pembelajaran terhadap konsumen

Kualitas konsumen

Gaya Hidup

Fitur, Kemasan, Waktu & Harga

Standar Pelayanan terhadap Konsumen

Segmentasi Pasar

Layanan purna jual

Page 35: Indonesia Floriculture Perspective

KUNCI SUKSES

SESUAI ANTARA KONSEP DAN PENERAPANNYA DI USAHA

SATU HATI DALAM MENCAPAI TUJUAN

BUDAYA KERJA DISIPLIN & TERATUR

PUNYA UKURAN KEBERHASILAN

BERORIENTASI PADA HASIL

PERHATIAN TERHADAP WAKTU, BIAYA & MOTIVASI KERJA

MENDENGARKAN SUARA KONSUMEN

Page 36: Indonesia Floriculture Perspective

1. STAY FOCUS ON MARKET & CORE BUSINESS

2. PROFITABLE & SUSTAINABLE PRODUCTION

3. FACILITATE PRODUCT DIFFERENTIATION

4. HANDLING & DISTRIBUTION (SUPPLY CHAIN)

5. COMPETENCY BASED HUMAN RUSOURCES MANAGEMENT

PRODUCT LEADERSHIP

OPERATION EXCELLENCE

CUSTOMER INTIMACY

ORGANIC GROWTH

(AGGRESSIVE BUT NOT SPECULATIVE)

GRAND STRATEGY :QUALITY, STRATEGY & INNOVATION (QSI)

TARGETSUSTAINABLEPROFITABILITY

INCREMENTAL IMPROVEMENT

BASE ON PERFORMANCE &

INDICATOR STANDARDNETWORKING IN B2B & G2G

SCENARIO TO SUPPORT INTEGRATED SYSTEM

- WELL MANAGEMENT

- WELL MENTALLITY

- WELL REFORMATION

- WELL ACTION

- BUDGET OF AGRICULTURE

- QUALIFIED AGRI-CENTER

- QUALIFIED TEAM & PERSONAL

- QUALIFIED REWARD STIMULATION

- QUALIFIED & CONTINOUS RESULTS

- OPEN MIND SYSTEM

- WIN-WIN CONDITION

- INTEGRATED ACTION

- STRONG LEADERSHIP

- BUILDING THE TRUST

- GOOD AGRICULTURE PRACTICES

MASYARAKAT BIROKSASIMASYARAKAT PETANI

Policy,

Regulation &

Infrastructure

Social-Business

Activity

Page 37: Indonesia Floriculture Perspective

AGRI-INDUSTRI

AGRI - “PETANI”

“MUTUAL RECOGNITION”

FLORICULTURE

MARKETING

COOPERATIVE’S

APA YANG HARUS KITA LAKUKAN ?

1. LOW COST

2. HIGH PRODUCTIVITY (ECONOMIC OF SCALE)

3. BEST QUALITY

4. INNOVATE

5. BEST SERVICES

6. EFFICIENCE

7. ONE STOP SERVICES, ON-SITE CUSTOM & QUARANTINE

BY SYSTEMATIC APPROACH

8. COLLECTIVE ACTION (INTEGRAL)

COALITION STRATEGY

SENTRA BUNGA SENTRA EKPOR/IMPOR

GROWTH

INSENTIF TARIF

PEMERINTAH

MEMBANGUN KEPERCAYAAN

MEMBANGUN FLORIKULTURA

BERKELANJUTAN

MENGHIDUPI DAN MEMBERI

WARNA KEHIDUPAN

HARGA, MUTU & JUMLAH

GRAND STRATEGY

INFRASTRUCTURE

INNOVATE,

RELIABLE & AVAILABLE

PRODUCT/SEEDS

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irregular incurve reflex regular incurve decorative

intermediat incurve pompon single & semi doble anemon

spoon quill

spider

brush or thistle

Page 41: Indonesia Floriculture Perspective

unclassified charm spoon

gena hard wood cherry

spider

double

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VARIETAS BARU

GRAND ORANGE BN PURPLE BN WHITE EURO PINK BN REGGIE

EURO WHITEEURO DARKHERBY SUNNY HERBY WHITE IBIS

JIMBA WHITE MONALISA DECI PINK REGGIE REMIX M 750REMIX

Page 45: Indonesia Floriculture Perspective

BACARDI

PELICAN

JIMBA RED

VARIETAS BARU

NAUGHTY

LOLIPOP RED

LOLIPOP PURPLE

LOLIPOP ORANGE

GRAND PINK

MARABU LOLIPOP

SHINING

STREAMER

BN PINK

Page 46: Indonesia Floriculture Perspective

BEBERAPA VARIETAS “BALITHI” YANG AKAN DIKENALKAN KE PASAR

Page 47: Indonesia Floriculture Perspective

BEBERAPA VARIETAS “BALITHI” YANG AKAN DIKENALKAN KE PASAR

Page 48: Indonesia Floriculture Perspective

PRODUCT :

Page 49: Indonesia Floriculture Perspective

Emerald Green into the palette

vast expertise

Blue Magic, Green Spirit und Golden Glow

“Flower Fantasy” Tropical Dream

olive groves and privet bushes

Candle arches dan traditional figurines

TREND BUNGA 2006 - 2007

“FLOWERS & PLANTS CAN IMPROVE PRODUCTIVITY & IDEAS IN WORKPLACE”

Page 50: Indonesia Floriculture Perspective

“ TEMA RANGKAIAN DUNIA 2006 “

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“ VARIETAS YANG INGIN DIANGKAT 2006 “ (PASAR DOMESTIK)

TIPE SPRAY ALAM INDAH

Page 53: Indonesia Floriculture Perspective

“ VARIETAS YANG INGIN DIANGKAT 2006-2007 “ (PASAR DOMESTIK)

TIPE STANDARD

Page 54: Indonesia Floriculture Perspective

TIPE & MUTU UNTUK PASAR EKSPOR

2006-2007

Page 55: Indonesia Floriculture Perspective

Bleeding-hearth

Caspea

Forget me-not

Stephanotis-spray

ntstephanotis

hedera

ghypsophila

cala

“ TREND GREEN FILLER 2006 ”

Page 56: Indonesia Floriculture Perspective

“HYPERICUM, SALIX & LEATHER FERN ”

Page 57: Indonesia Floriculture Perspective

“ BUNGA POT YANG INGIN DIANGKAT ALAM INDAH 2006 “

Page 58: Indonesia Floriculture Perspective

“POTENSIAL FILLER 2006-2008”

Page 59: Indonesia Floriculture Perspective

“BEBERAPA POS PRODUKSI YANG INGIN DIPERKUAT DI 2006”

Page 60: Indonesia Floriculture Perspective

“BEBERAPA POS PRODUKSI YANG INGIN DIPERKUAT DI 2006”

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APA YANG DILAKUKAN MEREKA ?

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LEARNING :

Ad Barends (Marketing Guru & Managing partner House PPP floriculture industry, Aalsmeer, The Netherlands) is frustated, Ad hears a lot of talk about “marketing”, “added value” and “trends” but sees very few growers actually implementing this ideas in their day to day practice. He says, “ true innovation is being able to see far enough into the market that you offer the consumer what they really want tomorrow & winning the heart of the consumer with our care, love and passion”.

1. Ambitious & Aggressive Israeli will “boom” in floriculture .2. Japan that since the market depressed the new attitude among

progressive grower is “there is nothing to lose, becoming more creative and everyone is trying new things that the solving”.

3. Dubai Flower Centre, the benefit is no corporate tax, no personal income tax, no import/export tax, cost competitive, abundant electricity and water, efficient telecom, Dubai Airport Free Zone, one stop shop for all services, on-site custom services.

4. PT. Alam Indah Bunga Nusantara have 5.4 ha, prod capacity = 5 millionStem/year. Gumi Five Seasons Chrysanthemum, Korea, have 6.8 ha, prod capacity = 13 Million Stem

THINK BIG, START SMALL, ACT NOW & MOVE FAST

So WE NEED