MENINGKATKAN KEPUASAN PELANGGAN

DENGAN APLIKASI SUPPLY CHAIN

(REVERSE) DI ASTRA HONDA MOTOR
 MENINGKATKAN KEPUASAN PELANGGAN
DENGAN APLIKASI SUPPLY CHAIN (REVERSE)
di ASTRA HONDA MOTOR

Seminar Kiat Memangkas Biaya Operasional dan Memelihara

Pelanggan dengan Meng-Update dan Meng-Upgrade solusi SCM

Warta Ekonomi
Hotel Borobudur Jakarta - Indonesia
June, 10th 2009

Karsono
karsono@astra-honda.com
 Presentation Outline:

3. Introduction PT Astra Honda Motor

4. Motorcycle Industry Situation
5 Supply Chain Management
6 Customer Satisfaction
7 Q&A
 Company Profile
Company PT Astra Honda Motor
Business Manufacturer & Sole Distributor of Honda
Motorcycle and
Genuine Parts in Indonesia
Founded 1971 as PT Federal Motor
Joint Venture 2001 as PT Astra Honda Motor

Shareholders PT Astra International Tbk. 50 %

  Honda Motor Co. Ltd. Japan 50 %
Associates 13,000
Production 3,000,000 Unit/Year
Capacity

AHM Supply Chain

PT Astra Honda
Motor
3 Plant and working > 3,000 Sales &
> 200 Suppliers and
facilities at 6 different Service Channel
Sub-contractors
Locations around across the country
Jakarta, produces
> 10,000 MC/day
 Location
Plant 2 - Pegangsaan Part Center - T. Cakung Plant 3 - Cikarang
Training Center-Sunter

Plant 1 - Sunter Jakarta

DMD - Pulogadung

5
 HONDA SITUATION

ESTIMATED CY 2008

MOTORCYCLES : 15,12 MILLION UNITS (UP 15 % FROM 2007)

AUTOMOBILES : 3,77 MILLION UNITS ( 100 % OF 2007)
POWER PRODUCTS : 5,67 MILLION UNITS (DOWN 7 % FROM 2007)

Even in the growing motorcycle market in emerging countries in Asia &

South America,
Overall Motorcycle sales experienced a slowdown in the latter half of the
year due to the impact of the credit crunch.

Automobile :
The situation is worsening every day in all region ; and in the US overall
market declined quickly after the financial crisis.

Motorcycles will support Honda in the difficult business environment

 Motorcycle market potential
Survey: What is the growth rate (pa) of motorcycle
market next 3 years?

"26 - 30% growth" 7%

• Consensus from respondents:
"6 - 10% growth" “11-15% growth pa”
"21 - 25%
14%
growth" • Large replacement demand
14%
• Increased proportion of younger
buyers (impulse buyers)
"16 - 20%
growth" • Motorcycle a necessity, not a
"11 - 15% growth"
14% 50% luxury need
• Huge growth potential in outside
Source: UBS Java
Motorcycle penetration (population per 1 motorcycle)

Taiwan

Malaysia

Thailand

Vietnam

Indonesia

Cambodia

India

China

0 5 10 15 20 25

Source: AISI 7
 Overview of motorcycle
competition
Market share of motorcycle players in 2007

Suzuki Others 2% • Honda a #1 player

13%
• Yamaha gained MS significantly
Honda
last 3 years
46%
• Entry of Indian players (Bajaj dan
Yamaha
39% TVS) in 2H07
• How will competitive dynamics
change next three years?

Sumber: AISI
Market share trend in 2000-07
70%

60%

50%

40%

30%

20%

10%

0%
00 01 02 03 04 05 06 07
Honda Yamaha Suzuki Others

Sumber: AISI
8
 Which brand will be #1?
Survey: Which brand will be #1 next three years?

Yamaha • Honda, according to survey, would

17%
remain #1, thanks to strong brand
image
• Notes:
Honda – Aggressive launches of new
83%
attractive models (design)
– Strong marketing campaign
– Adapt to change in consumer
taste/behaviour
Source: UBS
Market share forecast
• Indian brands takes at least three
Indian 3%
years to create high quality
Suzuki Others 2%
10% perception and good after sale
service

Honda 45%

Yamaha
40%

Source: UBS
9
 Presentation Outline:

3. Introduction PT Astra Honda Motor

4. Motorcycle Industry Situation
• Supply Chain Management
• Customer Satisfaction
• Q&A
 AHM SUPPLY CHAIN
VENDOR AHM MAIN DEALER CUSTOMER
DEALER

200 29 2400
Supply Chain Management (SCM) :
Supply Chain adalah aliran proses aktivitas operasional yang memberikan nilai
tambah terhadap produk. Aktivitas-aktivitas tersebut mencakup aliran informasi
maupun aliran material secara horizontal (cross function) di dalam organisasi
perusahaan.
ALIRAN MATERIAL

RECEIVING PRODUCTION WAREHOUSING DISTRIBUTION

• Incoming • Mat. Handling • Inventory Control

• Factory layout
Inspection • Flow Proses • Safety stock mgt
• JIT
• Vendor • SFC • FIFO
• Storage/Handling
Evaluation • Mgt. Mesin • Handling/Storage
SUPPLIER • JIT • QBiP • dll
• dll
CUSTOMER
• dll • dll

MATERIAL
LOGISTICS CUSTOMER
REQUIREMENT SALES
& SERVICE
PLANNING FORECASTING
PROCUREMENT REQUIREMENT
/PPC
• Quaotation Process
• PCH eng. & mgt • BOM • Marketing • Defining user’s
• Vendor mgt • Material Planning analysis &
needs
• dll • Production Control strategy
• KPI/Target
• dll • dll • dll
ALIRAN INFORMASI
 AHM Application Architecture
HUMAN RESOURCE – PERSONNEL ADMINISTRATION HUMAN RESOURCE – PERSONNEL DEVELOPMENT
Employee
Medical
Personnel Performance Organization
HR For Recruitment Record
Information Benefit TM Online Payroll Appraisal Management
Top Mgt System
Sys

Sales & Distribution AHRDMS

AHM Production Product Data Management
B2B System System
Document Management Unit AHDM
E-Verify Master
CAD Data Management Sales / Order Mgt
Scheduling AHP
Structure Management Billing Faktur STNK
Shop
Floor Design Change Management
Control Claim C1, C2 KPB AHDMS

Quality Management Manufac- AHMS

Material turing REM
Stores Quality Data Base Execution &
AHWS
Data Capturing Sales /
Rejection Billing Claim C3
Quality Problem & System Order Mgt
System AHEPS
Counter Measure

Inventory
Planning & B2B System
Control Plant
Asset Mgt AHITI EDA
Maintenance
AHQIC

Helpdesk Mgt System

Customer Contact
& Call Center
MM FI/CO Lean-PP Lean-SD Hyperion
Problem/Incident Planning
Management G/L Account Production
Purchasing Sales
Accounts Payable Planning CFIS with
System Monitoring Hyperion
Account Production
GR/IR Budgeting Billing
Receivables Confirmation
IT Sys. Supp. System
Treasury / Cash Cost Production
SSU Apps Inventory Mgt Management accounting Delivery
Completion

GA Fin-Acc Asset
Warehouse Mgt TAX
System Supp. Sys. Accounting SEM
SPD Arsip
 2 E-1 (1 data, 1 voice)
AHTC SITE Microwave 2 E-1 (1 data, 1 voice)
Microwave

Distribution Switch I
Comm. Tower
HSO (AMDI)

2 E-1 (2 data)
2 E-1 (2 data) Microwave
11 MBps (data) Pole AHTC
Microwave
Internet IPVPN MD
SUNTER I SITE HMCO - Japan Via Speedy
Internet
Via Lintasarta
Telkom
via IndosatNet 2x150 MBps (data), 2 E-1
ADSL DMZ Internet LL via FO B2B via LL FO
(voice)
Frame Relay
2x150 MBps (data), 2 E-1
Router Router Router Router (voice)
Comm. Tower
Pegangsaan Dua
PEGANGSAAN DUA SITE
Firewall Firewall Firewall Server Farm Switch
GS-80 GS-80
Comm. Tower
Comm. Tower LAN Office 2 and Plant 2 Cikarang
LAN Plant I Sunter Building Pegangsaan Dua
SUNTER - 1 Backbone Switch Distribution Switch
Server Farm Switch Router Router
Rg. IDU/Shelter Main Office
Comm. Tower
Pegangsaan Dua
10 Mbps via F/O Gd Depan

Backbone Switch II Backbone Switch I Metro Ethernet Backbone Switch I Backbone Switch II Server Farm Switch
Rg. Distribusi Utara Rg. Server
LAN Office I Sunter Rg. Distribusi 01 Rg. Server
Building LAN Office 1 and Plant 1
2x 4 E-1 (6 data, 2 voice) Pegangsaan Dua

Backbone Switch IV
Rg. Distribusi Tengah
LAN Plant 2 Sunter Building
4 E-1 (2 data, 2 voice) Microwave Distribution Switch Distribution Switch Distribution Switch Distribution Switch
Ged. A Ged. B Ged. C Ged. D
Backbone Switch III Microwave
Rg. Distribusi Selatan Backbone Switch III GS-80 GS-80
Rg. Distribusi 02
LAN Plant 3 Sunter Building

LAN Plant 3 CIKARANG SITE

Pegangsaan Dua

Backbone Switch V
Rg. Distribusi Barat
SPARE PART CENTER PQE
LAN Office 3 Sunter Building
Comm. Pole
Tipar Cakung
TIPAR CAKUNG SITE TIPAR CAKUNG SITE
Comm. Tower
Dies Manufacturing Div. - Pulogadung
Router

Backbone Switch I LAN Office PQE Backbone Switch I

TiparCakung
PULO GADUNG SITE LAN Office Spare Part
TiparCakung
Rg. Server Rg. Server

10/100 BaseTX

Backbone Switch I Router

Distr. Switch
Office Lt I - III
Distr. Switch Distr. Switch Distr. Switch Distr. Switch Distr. Switch Distr. Switch Distr. Switch 100 BaseFX
Office Lt I - III
Rg. Server
1000 BaseSX
Access Point Access Point
Access Point Access Point Access Point
1000 BaseSX (to be)
Wireless LAN TiparCakung LAN Office Paddock
Distr. Switch Office Distr. Switch Office Distr. Switch Plant TiparCakung
Global Layout Network Infrastructure
Distr. Switch
Plan Network Pulogadung
PDT PDT PDT PDT PDT PDT PDT PDT PT. Astra Honda Motor
LAN Dies Manufacturing Div. - Pulogadung
Plan Network Tipar Cakung Jl. Yos Sudarso Sunter I, Jakarta
Rel. 01/01/2007

10 Mbps via FO Metro Ethernet

 Global Flow of AHMPS
MARKETING PROD. PLANNING
Overseas
PROCUREMENT
Suppliers

Forecasting
Create MPS MRP Run PO

Local
Suppliers
PO

BOM
Spare
part
Spare part
1
PRODUCTION 2
Scan
Production 3

4
Create
Warehouse Part Preparation 5
Shipping
6

Quality Built in Process n

GATE

Control
Room
 Presentation Outline:

3. Introduction PT Astra Honda Motor

4. Motorcycle Industry Situation
• Supply Chain Management
• Customer Satisfaction
• Q&A
JENJANG KEBUTUHAN KONSUMEN :
Customer Cycle Database
SIKLUS INTERAKSI DG KONSUMEN

1 Informasi
- Data “Walk In”

5 Jual 2 Beli
Data penjualan motor bekas - Data pembelian di
showroom

4 Pelihara 3 Pakai
- Data servis di
AHASS Data kenyamanan
- Data pembelian berkendara
part di AHASS /
HEPS
 Manfaat service

Pelanggan yang Loyal !!

• Ciptakan Pelanggan Baru.
• Biaya Pemasaran rendah.
Penyebab Pelanggan Berpindah

45
40
35
30 Kualitas Produk
25 43%
20
15 20%
15% 15%
10
5
0
Menemukan Menemukan Kurang Pelayanan
Produk yg lbh Produk yg lbh Perhatian buruk, Kurang
baik Murah Personal Membantu

(Survei Kualitas Layanan oleh Financial Institution Marketing Association dan Raddon
Financial Group)
 The Honda
Company Principle (Mission)

“Maintaining a global viewpoint,

we are dedicated
to supplying products
of the highest quality
yet at a reasonable price
for worldwide customer satisfaction”
© Honda Italia
Industriale S.p.A.
Martin Luther King Jr.
concept that anyone can be excellent
 BENEFIT :
-Global Management by Information and data sharing
(Accurate Information)

-Faster Product to Market

(Short Lead Time of New Motorcycle Development)
(Just In Time Order to Delivery)

-Accurate Information

-Better Customer Relationship Management

(Closing Relationship beetwen
Vendor – AHM – Main Dealer – Dealer – Customer)

-Faster Recall if any safety problem

 Presentation Outline:

3. Introduction PT Astra Honda Motor

4. Motorcycle Industry Situation
• Supply Chain Management
• Customer Satisfaction
• Q&A