TYPE II TRAINING PROGRAM

Training Course on
Entrepreneurship in Agricultural Marketing

DATE : 12 25 June 2011

VENUE : Viet Nam and Indonesia
IMPREMENTER : Indonesia (Lead Country)
Viet Nam (Host Country)
FUND : Ministry of Agriculture, Forestry and Fisheries of
Japan through the Project for Strengthening of
Partnership among Japan and ASEAN Countries

I. BACKGROUND

Agricultural marketing in a broader sense is concerned with the

marketing of farm products produced by farmers and of farm inputs and
services required by them in the production of these farm products. Thus,
the subject of agricultural marketing includes product marketing as well
as input marketing. The subject of output marketing is as old as civilization
itself. The term agricultural marketing is composed of two words-
agriculture and marketing. Agriculture, in broad sense, means activities
aimed at the use of natural resources for human welfare, i.e., it includes all
the primary activities of production. Marketing is not only a series of
activities of moving the goods from the point of production to the point of
consumption, but it includes all the activities involved in the creation of
time, place, form and possession utility.
The importance of output marketing has become more
conspicuous in the recent past with the increased marketable surplus of
the crops and other agricultural commodities following the technological
breakthrough. The market orientation of farming has increased. Input
marketing is a comparatively new subject. Farmers in the past have used
such farms sector inputs as local seeds and farm yard manure. These
inputs were available with them; the purchase of inputs for production of
crops from the market by the farmers was almost negligible. The
importance of farm inputs-improved seeds, fertilizers, insecticides and
pesticides, farm machinery, implements and credit-in the production of
farm products has increased in recent years. The new agricultural
technology is input-responsive.

The subject matter of agricultural marketing has been dealt with

both from the theoretical and practical points of view. It covers what the
system is, how it functions, and how the given methods or techniques may
be modified to get the maximum benefits. Specially, the subject of
agricultural marketing includes marketing functions, agencies, channels,
efficiency and costs, price spread and market integration, producers
surplus, government policy and research, training and statistics on
agricultural marketing. Agricultural marketing is the study of all the
activities, agencies and policies involved in the procurement of farm
inputs by the farmers and the movement of agricultural product from the
farms to the consumers. The agricultural marketing system is a link
between the farm and the non-farm sectors. It includes the organization
of agricultural raw materials supply to processing industries, the
assessment of demand for farm inputs and raw materials, and the policy
relating to the marketing of farm products and inputs. According to the
National Commission on Agriculture, agricultural marketing is a process
which starts with a decision to produce a saleable farm commodity, and
it involves all the aspects of market structure or system, both functional
and institutional, based on technical and economic considerations, and
includes pre-and post-harvest operations, assembling, grading, storage,
transportation and distribution.

Generally in ASEAN countries, an agricultural cooperative, also

known as a farmers' co-op, is a cooperative where farmers pool their
resources in certain areas of activity and many farmers frequently
consider marketing as their major problem. However, while they are able
to identify such problems as poor prices, lack of transport and high post-
harvest losses, they are often poorly equipped to identify potential
solutions. Successful marketing requires learning new skills, new techniques
and new ways of obtaining information. Ways of helping them to develop
their knowledge of these areas should be explored.

II. COURSE OBJECTIVE

The specific training objectives are:

a. to provide better understanding on entrepreneurship knowledge
 b. to master practical entrepreneurship
c. To understanding development in agricultural marketing
d. To increase added value of agriculture product
e. to understanding development technique of productive business
f. to improve methods and techniques in developing agricultural
cooperatives

III. COURSE OUTLINE

Content of the training are:

a. Policy and prospect on cooperatives in Viet Nam and Indonesia
b. Entrepreneurship
c. Business development strategy on agricultural cooperative
d. Added value of agriculture marketing
e. Collecting, Grading/Sorting, Packaging and standardization
f. Market research, survey and planning
g. Methods and techniques of preparing business plan
h. Field/company visit.
i. Evaluation.

IV. COURSE DESCRIPTION

To achieve the course objectives, the following topics will be given

emphasis:

a. Policy and Prospect on Cooperatives in Viet Nam and Indonesia

1) Highlight the Vietnamese and Indonesian Policy and strategy in
cooperative development
2) Cooperative prospect due to its benefit for the members
3) Cooperative business growth and effect

b. Marketing of Agricultural Product

1) Concept of marketing
2) Market Information
3) Technique to penetrate market mechanism

c. Entrepreneurship
1) Philosophy and concept of entrepreneurship
 2) Characteristics of an entrepreneur
3) How to be a good entrepreneur. Emphasis will be given to the
discussion on its implementation in the cooperative, the problem
faced by cooperative board of director, managers and members.

d. Business Development Strategy on Agricultural Cooperative

1) Philosophy and concept, cooperative business opportunity and
member oriented cooperative business development strategy.
2) Business strategy on agricultural cooperative
3) Discussion Business strategy on agricultural cooperative

e. Added Value of Agricultural Marketing

1) Concept of added value
2) Technique to increase of added value

f. Collecting, Grading/Sorting, Packaging and Standardization

1) Identify about dividing disparate products within a product
category into uniform sub-categories
2) Methods and technique to measure attributes that describe the
value and utility of the product.
3) Methods and technique to packing

g. Market Research, Survey and Planning

1) Describes to plan for marketing research
2) Explores for marketing research, such as identify research purpose,
identify what is to be learned, determine research design,
descriptive market research, exploratory market research, data
collection, evaluate data and analyze data

h. Methods and Techniques of Preparing Business Plan

1) Method and technique of business plan
2) Collecting data and information needed for business plan
3) Business aspects to be considered and elaborate, such as:
marketing, production, management, human resources and
financial aspect.

V. COUNTRY PAPER

Each country is requested to prepare a brief presentation on profile

of agricultural cooperatives with the following outline:
a. Introduction
1) Name of participants and country.
2) Name of agency/organization.
3) Organizational chart of the agency/organization, specifying the
section and division/department participant belongs to.
4) Present position in the agency/organization.
5) Current duties and responsibilities in the present position (brief
description)
b. General Information of the Country
1) Demographic profile.
2) Socio-economic characteristics.
3) Government administrative system.
c. Specific Information Relating to the Training Program
1) Current situation of the agricultural cooperative in your country.
2) Emerging issues in participant country.
3) Most successful/unsuccessful cases on agricultural marketing in
your country.
4) Constraints and future prospect in agriculture marketing in your
country

Notes:
a. Participants should prepare power point presentation, CD or DVD to
support country report presentation.
b. Presentation time is 20 minutes per country, and 10 minutes for
discussion.
c. The participants should submit a soft copy of their report at least one
(1) week before the actual training date.
d. It is recommended that the participants should always wear formal suit
during presentation.
e. After discussing it, all presentation will be documented and published
for specific purpose.

Please submit to:

Ms. Rakhma Dyah Arini, ASEAN Secretariat
Email: rakhma.arini@asean.org
(cc)
Ms. Dinh Thi Thanh Huyen, MARD, Viet Nam
Email: huyendtt.htqt@mard.gov.vn
Mr. Luhur Pradjarto, Ministry of Cooperatives and SMEs, Indonesia
Email: adrilapradja@yahoo.co.id
VI. TRAINING METHOD

Method of training will be divided in two (2) step, that are one (1)
week will be held in Viet Nam as host country, and one (1) week will be
held in Indonesia as lead country.
The training methods will be conducted in English and translated to
Vietnamese (local language). A combination of the following training
methods will be applied to maximize and facilitate the learning of the
participants such as:
1. Lecture-discussion
2. Small group discussion, exercises
3. Report presentation/plenary sessions
4. Case study
5. Practices with computer
6. Company visit to Agricultural Cooperative which have activity in
food crops, dairy, and other relating with agriculture product,
Farmers group, Government Institution deal with marketing
agricultural product and fresh/ traditional market

VII. PARTICIPANTS

Sixteen (16) participants from Viet Nam and four (4) participants
from Indonesia, consisted of government officers and representatives from
agricultural cooperatives/farmer groups are invited.
The qualification of participants should:
a. be currently employed in his/her country or agricultural
cooperative/farmers group and have at least three (3) years
experience in this field ;
b. be nominated by National Focal Point of ASEAN-Japan Partnership
Project in each country;
c. be proficient in English especially for Indonesia participants;
d. be not younger than 25 and not more than 50 years old;
e. agree to full participation during the training course;
f. be good health condition; and
g. not have participated in ASEAN Japan Projects (both ASEAN-Japan
Partnership Project and South-South Cooperation Project) over the
past twelve months from 1 March 2010 to 28 February 2011
VIII. LECTURE TEAM

All activities of training course will be guided by professional lectures

from Indonesian Institute of Cooperatives Management (IKOPIN). Subject
presented is marketing of agricultural products with specific emphasis on
the role of agricultural cooperatives. Field visit will be held in Indonesia,
East Java Province.

IX. CERTIFICATE

The Ministry of Cooperatives and Small and Medium Enterprises of

Indonesia, the Ministry of Agriculture and Rural Development of Viet Nam
and the ASEAN Secretariat will award a Certificate of Completion to
participants who have successfully completed the training course.

X. TENTATIVE SCHEDULE

DATE TIME SESSION SUBJECT

12 June Arrival in Ha Noi Viet Nam

(Sun)

09.00 - 10.00 1 Registration

10.00 - 10.30 - coffee break
10.30 - 12.00 2 Opening ceremony, ice breaking and training
orientation
13 June 12.00 - 13.00 - Lunch break
(Mon) 13.00 - 14.30 2 Policy and Prospect of cooperative in Viet Nam
14.30 14.45 - coffee break
14.45 - 16.15 2 Policy and Prospect of cooperative in Indonesia
16.15 17.15 1 Country Papers (Viet Nam and Indonesia)
19.00 - Welcome Party

09.00 - 10.30 2 Entrepreneurship

10.30 - 11.00 - coffee break
14 June 11.00 - 12.30 2 Entrepreneurship
 (Tue) 12.30 - 13.30 - Lunch break
13.30 15.00 2 Marketing of agricultural product
15.00 - 15.15 - coffee break
15.15 - 16.45 2 Marketing of agricultural product

09.00 - 10.30 2 Collecting, Grading/Sorting, Standardization and

Packaging
15 June 10.30 - 11.00 - coffee break
(Wed) 11.00 - 12.30 2 Collecting, Grading/Sorting, Standardization and
Packaging
12.30 - 13.30 - Lunch break
13.30 17.00 Field visit to agricultural traditional market & city
tour

09.00 - 10.30 2 Business Development Strategy on Agricultural

Cooperative
10.30 - 11.00 - coffee break
16 June 11.00 - 12.30 2 Business Development Strategy on Agricultural
(Thu) Cooperative
12.30 - 13.30 - Lunch break
13.30 - 15.00 2 Added value of agriculture product
15.00 - 15.15 - coffee break
15.15 16.45 2 Market research, survey and planning

17 June 09.00 - 16.00 Field visit to Ministry of Agriculture

(Fri) Field visit Secondary Cooperative (Association of
Farmers Group) in Ha Noi
Field Visit to cooperative + their production area
outside Ha Noi

09.00 - 10.30 2 Methods and technique of preparing business

plan
10.30 - 11.00 - coffee break
18 June 11.00 - 12.30 2 Methods and technique of preparing business
(Sat) plan
12.30 - 13.30 - Lunch break
13.30 - 15.00 2 Methods and technique of preparing business
plan
15.00 - 15.15 - coffee break
15.15 16.45 2 Evaluation

19 June Check out and leaving for Jakarta

(Sun)
 Check in hotel in Jakarta

06.30 - 07.00 Check out from Jakarta Hotel and move to

Soekarno Hatta Airport
08.00 - 09.30 Leaving for Surabaya
20 June 09.30 10.30 - Visit to Cooperatives and SME Agency East Java
(Mon) Province
10.30 - 12.00 Move to Mojokerto District
12.00 - 13.00 - Lunch break
13.00 - 15.00 Visit to agricultural cooperative (KUD Tani Jaya)
15.00 16.30 Move to Surabaya & check in hotel in Surabaya

08.00 - 08.30 Check out from Surabaya hotel

08.30 - 10.30 Move to Pasuruan District.
21 June 10.30 - 12.00 Visit to agricultural cooperative (KUD Sumber
(Tue) Rejo) in Pasuruan District
12.00 - 12.30 Lunch break
12.30 - 14.30 Visit to Sekar Tanjung Cooperative (Milk Factory)
14.30 - 16.00 Move to Malang & check in Hotel in Malang

08.30 10.30 Visit to KUD Jabung

22 June 10.30 12.00 Visit to KUD Pakis
(Wed) 12.00 13.30 Lunch break
13.30 15.30 Visit to agricultural cooperative (Organic fertilizer
processing) Karang Lo sub district
16.30 18.00 Visit to Mitra Shooping Center

08.00 - 10.30 Visit to KUD Batu

23 June 10.30 - 13.00 Visit to KUD SAE Pujon
(Thu) 13.00 - 14.00 Lunch break
PM Leave for Juanda Airport to be back to Jakarta

24 June 10.00 - 11.30 Evaluation and Closing Ceremony

(Fri) 11.30 - 13.00 Farewell Party
PM City tour

25 June Leaving for Viet Nam

(Sat)
 INFORMATION NOTE

I. Expenses covered by the ASEAN-Japan Project

1. Air ticket

Most direct round trip air ticket (Economy Class) will be issued to all
participants through the ASEAN Secretariats designated travel agent. The
ASEAN Secretariat will settle the airfares directly with the travel agent.
Therefore, please DO NOT BOOK/PURCHASE any tickets. The air tickets
booked and purchased personally by any participants shall not be
subject to be reimbursed by the ASEAN Secretariat. Airport tax will be
provided to all participants.

2. Accommodation

Accomodation fee is covered by the Project. However, personal uses

including laundry, telephone, mini-bar shall be covered by participants
own expenses.

3. Transportation during the training course

All participants will be picked up at the airport. The transportation during

the training course is provided and arranged by training organizers.

4. Daily Subsistence Allowance

All participants are entitled for USD 25 /person/day or equivalent in local

currency during the training course.

5. Insurance

All participants will be covered by personal accident insurance.

6. Training Facilities

Training facilities, Training kit and training materials are provided by

training organizers.
II. Expenses covered by the Participants or Participating Country

1. All incidental expenses in the home country including passport

issuance, medical examination and others as well as travel to/from
the airport of departure in the home country.
2. Airport tax and other charge/tax more than above-mentioned USD
25 as airport charge/tax.
3. Loss or damage of personal property of participants
4. Excess baggage fee

III. Regulations

Participants are required to:

1. Attend all scheduled lectures and activities;

2. Desist from bringing along any member of family;
3. Return to their home country upon completion of the course;
4. Discontinue the course should they become seriously ill; and
5. Discontinue the course should they commit improper or immoral
conduct.

IV. Food

Participants are required to inform the training course organizers of any

food restriction due to religious reasons. Should they prefer, they can bring
packed/sealed food products in conformance with the Viet Nam or
Indonesia quarantine law.

V. Clothing

Coat and tie or national attires (any appropriate indigenous costume of

the country) are encouraged to be worn during formal occasions and
when doing courtesy calls. Participants are likewise required to bring
comfortable clothes, preferably pants and sneakers to be worn during the
field visits.
 REGISTRATION FORM

1. Title : Mr Ms

2. Full Name as :
shown in passport

3. Nationality :

4. Designation/Position :

5. Organization/Agency :

6. Date of Birth/Age :

7. Passport No :
Date of expiry :

8. Airport of origin :

9. Full Address* :

10. Telephone* :

11. Fax.* :

12. E-mail* :

*Please write down the contact address, phone number, fax number and
email address clearly for travel arrangement

Please, submit to:

Ms. Rakhma Dyah Arini, ASEAN Secretariat
Email: rakhma.arini@asean.org
(cc)
Ms. Dinh Thi Thanh Huyen, MARD, Viet Nam
Email: huyendtt.htqt@mard.gov.vn
Mr. Luhur Pradjarto, Ministry of Cooperatives and SMEs, Indonesia
Email: adrilapradja@yahoo.co.id