industri benih 22 sept 2011

8/4/2019 INdustri Benih 22 Sept 2011

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Pengembangan

Plant Improvement

MK Industri PerbenihanE10E.142

Program Studi AgroteknologiF k l P iakultas PertanianUniversitas Padjadjaran2011011


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PENDAHULUANKeberhasilan Industri Benih tidak dapat dilepaskandari aspek permintaan pasar : benih sesuai

Variety DevelopmentStrategi dimulai dengan

Seed Production

varietas unggul baru sesuai

dengan permintaan

Processing

pengguna/ petani

Secara umum, dibutuhkan

Marketing and Saleswaktu 8 15 tahun untukmemperoleh varietas unggulbaru ter antun ada enis

Farmer

tanamannya


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STRATEGI PENGEMBANGAN PRODUK (1)Public or LicensedGermplasm/ variety

Public or LicensedGermplasm/ variety

ene c

Recombination

e ec on

Yield Test

e ec on

Yield Test

ar eOriented,

But

Multilocation Test Multilocation Test

Product

Variety Released/Registration Masalah

Seed Production Seed Production

Utama


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STRATEGI PENGEMBANGAN PRODUK (2) Pengujian dan seleksi varietas mutlak harus

dilakukan oleh industri perbenihan semua

Semua (calon) benih harus diuji beberapa kali padasejumlah lokasi/ lingkungan dimana benih tersebut akandipasarkan, sesuai dengan karakteristik benih yangdiinginkan dan diterima pengguna

kebutuhan petani membutuhkan peran yang lebih besardari petani tersebut dalam proses seleksinya

Kesesuaian produk benih dengan kebutuhan petanioadalah salah satu masalah utama industri perbenihan

Sumber : MacRobert (2009)


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STRATEGI PENGEMBANGAN PRODUK (3)

1. Kebijakan Keuangan & Bisnis, mengingat :

Faktor Pengembangan Industri Perbenihan :

Penelitian membutuhkan waktu dan dana Sekitar 3% 10% pendanaan untuk penelitian

2. Ketersediaan dan kesesuaian Public or LicensedGermplasm/ Variety, menyangkut :

Royalty penggunaan Licensed Germplasm/ Variety Keunggulan varietas Daya adaptasi

3. Peluang pasar, mengingat : Differentiated and competitive market need unique

pro uc s

Perubahan orientasi pengguna Sumber : MacRobert (2009)


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STRATEGI PENGEMBANGAN PRODUK (4)Industri perbenihan harus semakin berkembangtingkatannya, karena :

. ema n er em angnya e en uan pera uran

2. Semakin ketatnya kompetisi antar industri perbenihan

. sebagai faktor produksi pertanian

Industri perbenihan dituntut untukmelaksanakan kegiatan

pengembangan produk (benih) yangberorientasi pada pasar/ pengguna



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STRATEGI PENGEMBANGAN PRODUK (5)KETENTUAN/

YANG MEMPENGARUHI

INDUSTRI PERBENIHAN ?

JAWABAN :

UU Sistem Budidaya Tanaman (1992)

UU Perlindungan Varietas Tanaman(2000)

dll


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STRATEGI PERENCANAAN (1)Orientasi Strategi Pengembangan Produk :

MarketSegmen

Right Relevance

Market

Requirement

ssues o esearc

AppropriateTools

Efficiencyof Research

RightProduct



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STRATEGI PERENCANAAN (2)Fungsi Relevansi dan Efisiensi Penelitian dalamPengembangan Industri Perbenihan :

Capacity Building : Keep Moving :High

,Implementation, and

Appropriate Tools

Improvement on Right

Issues and ToolsRelevance

Re-invent or Die :

Systematic changesRe-invent or Die :

Emphasis on strategy

of Research

need to plannedAnd made

And programs Workin the Right Issues

Low


Efficiency of Research HighLow


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STRATEGI PERENCANAAN (2)DIMANA POSISI

INDONESIA ?


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IDENTIFYING OF RIGHT ISSUES (1)Four Aspects for Identifying of Right Issues toContribute ofRelevance Research:

1. Aspek Lingkungan Pertanaman, mencakup (MacRobert, 2009) :

Ketin ian Lahan Kondisi Agroklimatologi Jenis Lahan Kesuburan Tanah

Kesesuaian

Lahan Kondisi Cekaman (Biotik/ Abiotik)

2. Aspek Perilaku Konsumen/ Pengguna (Kotler, 2000)

3. Aspek Lingkungan Makro (Kotler, 2000)4. Aspek Kecenderungan Global (Kotler, 2000)


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IDENTIFYING OF RIGHT ISSUES (2)

Model Stimulus Response :

ASPEK PERILAKU KONSUMEN/ PENGGUNA :

1. Beberapa faktor stimulus masukke dalam benak konsumen

2. Konsumen memberi

res on terhada stimulus3. Respon berupa keputusan

pembelian

. ro usen arus menge a usetiap stimulus yangmem en aruhi res on tersebut

Sumber : Kotler (2000)


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IDENTIFYING OF RIGHT ISSUES (3)MODEL PERILAKU KONSUMEN (PETANI) :

Pemasaran

Lain

Konsumen

KeputusanPembeli

Pembeli

ro u

Harga

Ekonomi

Kondisi

Budaya

Sosial

Pilihan Produk

Pilihan Merk

Pilihan

Masalah

Pencarian

Tempat

Alam

TeknologiPribadi

Penyalur

Waktu

Pembelian

Evaluasi

Keputusan

Promosi BudayaJumlah

Pembelian

Perilaku PascaPembelian



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IDENTIFYING OF RIGHT ISSUES (4)FAKTOR PERILAKU KONSUMEN (PETANI) :

BUDAYA

SOSIAL

PRIBADIBudaya

Acuan

Umur/ TahapHidup

Pekerjaan

Motivasi

Persepsi PembelianSub Budaya Keluarga Keadaan

Ekonomi

Gaya Hidup

Pengetahuan

Keyakinan/Sikap

onsumen

Kelas Sosial

Peran/Status

Kepribadian/Konsep Diri



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IDENTIFYING OF RIGHT ISSUES (5)JELASKAN BAGAIMANA

VARIETAS UNGGUL YANG

KEBUTUHAN PENGGUNA ?


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IDENTIFYING OF RIGHT ISSUES (6)ASPEK LINGKUNGAN MAKRO :

Pen aruh Lin kun an Makro Ba i

Pengembangan Produk Baru : Demografi

Ekonomi

Lingkungan Alam Teknologi

Politik-Hukum

u aya



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IDENTIFYING OF RIGHT ISSUES (7)Pengaruh Lingkungan Makro (Kotler, 2000) :

Jumlah Populasi, Struktur Usia,tn s/ u u, ng at en an,

dan Pola Rumah Tangga

Tingkat Pendapatan, Distribusi

LINGK ALAM

en apa an, an o a up

Ketersediaan SDA/ Energidan Pelestarian Lin kun an

TEKNOLOGIPerubahan Teknologi dan

Peluang Inovasi

POLITIK &HUKUM

Peraturan danKebijakan

BUDAYABudaya, Sub Budaya,

dan Kelas Sosial


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IDENTIFYING OF RIGHT ISSUES (8)JELASKAN BAGAIMANA

VARIETAS UNGGUL YANG

PERUBAHAN


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IDENTIFYING OF RIGHT ISSUES (9)ASPEK KECENDERUNGAN GLOBAL :

Ledakan ekonomi global Kelahiran kembali seni

Kebangkitan sosialisme pasar

Gaya hidup global dan nasionalisme kebudayaan Swastanisasi pelayanan publik

Kebangkitan kawasan asia-pasifik

eran an epem mp nan wan a Era biologi

Kejayaan individu


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IDENTIFYING OF RIGHT ISSUES (10)Asian Foods Trends :

Kebiasaan makan berubah

Rumah tangga semakin kecil

Mobilitas kerja semakin besar

BAGAIMANA Populasi kota semakin muda

BAGAIMANATREND/KECENDERUNGAN SEKARANG ?

PRODUKRODUKAPA YANGBERPELUANGDIKEMBANGKAN ?


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DETERMINING OF APPROPRIATE TOOLS (1)Keberhasilan kegiatan pemuliaan tanaman dalammenghasilkan varietas unggul ditentukan oleh :

Varietas unggul yang dilepas Varietas unggul yang diadopsi pengguna/ petani

Three Aspects for Determining of Appropriate Tools

Plant Breeding Progress

S eedin U the Breedin Process

Variety Testing


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DETERMINING OF APPROPRIATE TOOLS (2)Plant Breeding Progress:

besarnya peluang memperoleh varietas unggul sesuaiseperti yang diharapkan

Kemajuan pemuliaan tanaman dipengaruhi oleh :

Pembentukan variasi genetikDiperolehnya karakter baik yang diwariskan

Intensitas seleksi

Environment)


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DETERMINING OF APPROPRIATE TOOLS (3)Speeding Up the Breeding Process:

adalah kebutuhan biaya yang besardanjangka waktupelaksanaan yang lama

Percepatan proses pemuliaan tanaman dilakukanmelalui :

Penerapan seleksi dini

Penerapan teknologi molekuler


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DETERMINING OF APPROPRIATE TOOLS (4)Variety Testing:

of testing are key to the effectivness of developinglines and hybrids(Hallauer and Miranda, 1988)

Keberhasilan pengujian dalam perakitan varietasunggul dipengaruhi oleh :

Pelaksanaan penujian pada lokasi yang sesuai

Pengumpulan data yang akurat

Penggunaan alat bantu statistika yang relevan Penggunaan metode pengujian yang tepat


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DETERMINING OF APPROPRIATE TOOLS (5)Types of Trial for Introducing New Variety:

Experiment On-Farm Trial

Demonstration

Observation Experiment On-Farm Trial Demonstration

Farmer Participation in Variety Evaluation



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KEPUSTAKAAN

1. MacRobert, J.L. 2009. Seed BusinessManagement in Africa. Harare, Zimbabwe,

2. Kotler, P. 2000. Marketing Management.Prentice-Hall Inc. U er Sadle River, NewJersey


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TUGAS :1. Ambil satu atau lebih faktor/ sub faktor dari :

1. Model Perilaku Konsumen

2. Pengaruh Perubahan Lingkungan Makro

3. Pengaruh Kecenderungan Global

1. Berdasarkan masing-masing faktor/ sub faktortersebut, bagaimana produk varietas unggul,

seba ai calon benih harus dikemban kan ?

Sifat penugasan : perorangan,

Masing-masing tidak lebih dari 3 (tiga) halaman Dikumpulkan pada pertemuan/ perkuliahan


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The Marketin

Environment

Chapter 4


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ec ves

Know the environmental forcesy y

to serve its customers. Realize how changes in the

environments affect marketing

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.


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ec ves

Identify the major trends in the

environments.

now e ey c anges n epolitical and cultural environments.

Understand how companies canreact to the marketing

4- 31

environment.


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VolkswagenVolkswagen

the stage to bring

back the Beetle

enjoyed cross-

generational appeal VWs investment:

$ 560 million Earned many awards

Beetle now accounts

Demand quicklyoutstripped supply

for over 25% ofcompany sales

4- 32Discussion:Discussion: Will the flowerWill the flower--power Microbus succeed next?power Microbus succeed next?


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ey nv ronmen s

Marketing Environment The actors and forces that affect a firms

ability to build and maintain successfulre at ons ps w t customers.

Aspects of the marketing environment:

Microenvironment Macroenvironment

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Actors Affecting a Firms AbilityActors Affecting a Firms Ability

Com an Com etitorsSuppliers Publics

Customer Marketing

4- 34


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e croenv ronmen

Departments within the company impact.

Suppliers help create and deliver.

Treat suppliers as partners.

,promote, and distribute goods.

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.


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e acroenv ronmen

Customer markets must be studied., , ,

and international markets exist.

customer value than the competition.

the appropriate competitive strategy. Various ublics must also be

4- 36considered.


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Types of PublicsTypes of Publics

Financial Local

e a enera

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Macroenvironmental ForcesMacroenvironmental Forces

Demo ra hic Technolo icalEconomic Political

Natural Cultural

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e acroenv ronmen

Key Demographic Trends or popu a on grow

Changing age structure The U.S. population consists of seven

generational groups., ,

Generation Y are key groups.

Distinct segments typically exist within

4- 39

these generational groups.


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e acroenv ronmen

orn e ween an

1964 Represent 28% of theeyeyGenerationsGenerations

population; earn 50% ofpersonal income

Man mini-se ments

BabyBaby

exist within the boomergroup Generation XGeneration X

years as they mature Lucrative market for

Generation YGeneration Y

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rave , en er a nmen ,housing, and more


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e acroenv ronmen

orn etween an

1976eyeyGenerationsGenerations Maintain a cautious

economic outlook

BabyBaby

Share new culturalconcerns Generation XGeneration X

annual purchasing power

Will be rimar bu ers of Generation YGeneration Y

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most goods by 2010


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e acroenv ronmen

orn etween an

1994eyeyGenerationsGenerations as large a group as theirbaby boomer parents

BabyBaby

New products, services,and media cater to GenY

Generation XGeneration X ,digitally saavy

Challenging target for Generation YGeneration Y

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marketers


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e acroenv ronmen

Key Demographic Trends Changing American household

Geo ra hic o ulation shifts Better-educated, more white-collar

Increasing Diversity

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e acroenv ronmen

The Economic Environment Affects consumer purchasing power

and spending patterns. Two types of national economies:

subsistence vs. industrial.

U.S. consumers now spend carefully

4- 44

.


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e acroenv ronmen

Key Economic Trends U.S. income distribution is skewed.

Upper class, middle class, working classand the underclass.

Rich are getting richer, the middle class is

s r n ng, an e un erc ass rema nspoor.

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changing.


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e acroenv ronmen

The Natural Environment Concern for the natural environment

has grown steadily, increasing theimportance of these trends:

Shortage of raw materials

Increased pollution Increased overnmental intervention

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e acroenv ronmen

Key Technological Trends e ec no og ca env ronmen s

characterized by rapid change.

ew ec no og es crea e newopportunities and markets but make

.

The U.S. leads the world in research

4- 47

.


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e acroenv ronmen

The Political Environment nc u es aws, governmen a agenc es, an

pressure groups that impact organizations

Increased legislation to protect businessesas well as consumers.

Changes in governmental agencyenforcement.

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social responsibility.


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e acroenv ronmen

The Cultural Environment

forces that affect a societys basic values,

perceptions, preferences, and behaviors. Culture can influence decision making.

Core beliefs are persistent; secondary

cultural values change and shift moreeasily.

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expressed through peoples views.


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Cultural values are expressedCultural values are expressed

Others Nature

Organizations The Universe

4- 50


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Responding to the Marketing

Adaptation

threats and capitalize upon opportunities.

Use of lobbyists, PR, advertorials, lawsuits,

com laints, and contractual a reements to

4- 51

influence environmental forces.


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Consumer Bu erConsumer Bu er

BehaviorBehavior

Chapter 6


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ec ves

Be able to define the consumer market

consumer buyer behavior.

consumer buyer behavior.

6 - 53


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ec ves

Understand the major types of buying

buyer decision process.

diffusion process for new products.

6 - 54


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ar eyar ey-- av sonav son

account for 1/5 of

U.S. c cle sales

clientele revolves

around 7 core Sales have

exceeded supply

customer types

Harley owners use

for years 1986-2000: Four

their bikes toexpress their

6 - 55

stock splits,

increase of 7,100%

esty e an

attitudes


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Definitions

Consumer Buying Behavior uy ng e av or o n v ua s an

households that buy products for personal

consumption. Consumer Market All individuals/households who buy products

or persona consump on.

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Consumer Behavior

Marketing and other stimuli enter the buyers

black box and produce certainchoice/purchase responses.

Marketers must figure out what is inside of

changed to responses.

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Characteristics Affecting


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onsumer e av or

CultureKe FactorsKe Factors

Cultural

Subculture

His anic Social

consumers

African Americans

Psychological Asian Americans Mature consumers

6 - 58

Social Class


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Consumer Behavior

35 million consumers purchase $425 billion

worth of goods and services. Expected to grow 64% in 20 years.

Spanish media makes group easy to reach.

Brand loyal group.

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Consumer Behavior

35 million consumers purchase $527

. Growing more affluent / sophisticated.

and selection are important.

6 - 60

.


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Consumer Behavior

10 million consumers purchase $229

. Fastest growing, most affluent subculture.

.

Consumer packaged goods companies

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.


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Consumer Behavior

75 million consumers aged 50+ will grow

. Mature consumers control 50% of all

.

Attractive market for travel, restaurant,

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, .



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g

onsumer e av or

GroupsKe FactorsKe Factors

Cultural

Membership

Reference

Social

Opinion leaders Buzz marketing

Psychological

Family Children can influence

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o es an a us



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g

onsumer e av or

Age and life cycleKe FactorsKe Factors

Cultural

Occupation

Economic situation

Social Activities, interests, andopinions

Psychological

Personality and self-concept

6 - 64

Brand personality

Characteristics Affectin


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Characteristics AffectinConsumer Behavior

ncer y

Ru edness

xc emen

Com etence

So histicationSo histication

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onsumer e av or

MotivationKe FactorsKe Factors

Cultural

ee s prov e mot ves or consumer behavior

Motivation research

Social

Perception Selective attention, selective

distortion, selective retention

Psychological Learning

Drives, stimuli, cues,responses and reinforcement

6 - 66

e e s an a u es

Characteristics Affectin


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Characteristics AffectinConsumer Behavior

Esteem Needs

Social Needs

Safety NeedsPhysiological Needs

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Types of Buying-Decision


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Types of Buying Decision

Behavior

Difference betweenDifference betweenbrandsbrands

Involvement LevelInvolvement Level

SignificantSignificant Com lexCom lex VarietVariet seekinseekinDifferencesDifferencesbuyingbuying

behaviorbehaviorbuying behaviorbuying behavior

FewFewDifferencesDifferences DissonanceDissonance--reducingreducing Habitual buyingHabitual buyingbehaviorbehavior

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behaviorbehavior


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The Buyer Decision Process

Need recognition

Evaluation of alternatives

Postpurchase behavior

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e uyer ec s on rocess

Needs can beProcessProcess

Need recognitiontriggered by:

Internal stimuli

StagesStages

n orma on searc


Purchase decision

Normal needs becomestrong enough to drivebehavior


External stimuli Advertisements

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Consumers exhibitProcessProcess

Need recognition

heightened attention oractively search for

StagesStages

n orma on searc


Purchase decision

. Sources of information:

Personal

Postpurchase behavior Commercial

Public

Ex eriential

6 - 71 Word-of-mouth


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Evaluation procedureProcessProcess

Need recognition

depends on the consumerand the buying situation.

Most bu ers evaluate

StagesStages

n orma on searc


Purchase decision

multiple attributes, each ofwhich is weighteddifferentl .

Postpurchase behavior At the end of the evaluationstage, purchase intentions

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.


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Two factors intercedeProcessProcess

Need recognitionbetween purchaseintentions and the

StagesStages

n orma on searc


Purchase decision

actual decision:

Attitudes of others


nexpec e

situational factors

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Satisfaction is important:ProcessProcess

Need recognition

Delighted consumersengage in positive word-of-mouth.

StagesStages

n orma on searc


Purchase decision

n appy cus omers e onaverage 11 other people.

It costs more to attract a


to retain an existingcustomer.

Co nitive dissonance is

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common


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New Products

Good, service or idea that is perceived by

. Stages in the Adoption Process

through these stages.

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Bu er Decision Process for


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New Products

wareness

Evaluation

n eres

Trial

Ado tionAdo tion

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New Products

Consumers can be classified into five

,differently toward new products.

Five product characteristics influence the

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.



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New Products

nnova ors

Earl Ma orit

ar y op ers

Late Ma orit

La ardsLa ards

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New Products

e a ve van age

Compatibility

omp ex y

Divisibility

CommunicabilityCommunicability

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New Products

Values, attitudes and behaviors differ

reatl in other countries. Physical differences exist which require

changes in the marketing mix.

Customs vary from country to country.

Marketers must decide the degree to which

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.

industri benih 22 sept 2011

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