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
marsianooki@yahoo.com
GELOMBANG MENUJU KEBANGKITAN PERTANIAN INDONESIA
 “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.
 TANAMAN HIAS SEBAGAI KOMODITAS
PERDAGANGAN DUNIA

BUDAYA MODERN
TANAMAN LIFE STYLE
HIAS KEINDAHAN LINGKUNGAN
AKTIVITAS BISNIS

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
 Corporate Reform System

MANUSIA

Mass Market/
Followers

Number
of
Early Adopters/
customers
Pioneers End of Life
 Agri-System
Government Industry Point On Farm Activities Off Farm Activities

Regulation Machining Land & Transportation

Agroclimate

Human Processing
Varieties Domestic
Policy Resources Market

Marketing
Seeds Production Chain
Access Process
B2B
G2G C2C
Product
Pestised

Capital
Facility/ Packaging
infrastructure Fertilizer Export
Market
Transfer of
Knowledge GAP
Supporting
Facility

Technology
 PARAMETER FLORIKULTURA

Kepemimpinan Sistem Hasil Internal Hasil Eksternal

Budaya Kepuasan
kerja Supplier Mutu Konsumen

Nilai
Melibatkan Proses
Kemasan Konsumen Kebutuhan &
Seluruh Produksi
Karyawan harapan

Sumber Efisiensi
daya Produk
Struktur Florikultura
Organisasi inovasi tumbuh
Fasilitas/ Keuntungan
infrastruktur
Pengiriman
Retensi
Komitmen
Lahan & konsumen Kepuasan
manajemen
agroklimat Stakeholder
Jumlah Loyalitas

teknologi
Supply &
demand
Biaya & Harga
 VARIETAS IKLIM

PROSES
TANAH PRODUKSI OPT PETANI
KUALITAS
PEMELIHARAAN & KUANTITAS
PENGUMPUL
SARANA
PRASARANA

MODAL PENAMPUNG
PULSING TRANSPORTASI
PANEN &
HOLDING INFORMASI PASAR PASAR
LELANG
PASCA PANEN
SORTASI &
GRADING STORAGE
REGULASI
PENGEPAKAN EKSPORTIR FLORIST
PENGECER
DLM NGR

KONSUMEN DALAM NEGERI

APA YANG HARUS KITA PERBAIKI ?
 AKTIVITAS EKONOMI & BISNIS HORTIKULTURA
PERTAHUN PERPUTARAN TRANSAKSI FLORIKULTURA DUNIA
US$ > 50 BILLIONS

BASIC
NEEDS

+
LIFE STYLE
FLORICULTURE
WORLD +
COLOURS OF
LIFE

SUPPLY DEMAND

QUALITY, QUANTITY & CONTINUITY

+
PRODUCTION TRENDS COST, SERVICES, DELIVERY & MORALE MARKETING TRENDS

+
RESEARCH & NEW PRODUCT &
EFFICIENT MARKET & INNOVATION
TECHNOLOGY VARIETIES
 MARKET & PRODUCT INTELLEGENCE

1200000
German
1000000 USA
Inggris
800000 Perancis
Belanda
600000
Jepang
400000 Swiss
Italia
200000 Belgia
Austria
0
1999 1998 1997 1996 Lain 2x

Negara pengimpor utama produk florikultura internasional

Belanda
4000000 Kolombia
3500000 Israel
3000000 Ecuador
2500000 Italia
Spanyol
2000000
Kenya
1500000
USA
1000000 Belgia
500000 Thailand
0 Denmark
1999 1998 1997 1996 Costarica
Jeman
Negara Pengekspor produk florikultura internasional
Perancis

Sumber : Flowertech Magazine,Nov 2003

PROJECTION FOR GROW TH IN CONSUMPTION 1999 - 2003
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% * *
Sumber : Flowertech Magazine,Nov 2003
 EUROPEAN MARKET VISION TO 2007

FLOWERS SALES CONSUMPTION CHANGE

COUNTRY
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%
 Production
2500
INDONESIA DUNIA
2000

1500 1 ANGGREK MAWAR

1000 Jepang 2 KRISAN ANYELIR
500 Netherlands
3 MAWAR KRISAN
0
Columbia
s

bia

Italy
ng

4 ANYELIR ANTHURIUM
nd

ly

A
US
m

Ita
pa

la

lu
er
Je

USA
Co
th
Ne

5 ANTHURIUM GERBERA

Produksi Bunga Krisan terbesar Bunga dengan volume transaksi 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 %

Sumber : JETRO,vol july 2003

 KINERJA TANAMAN HIAS
DATA PRODUKSI TANAMAN HIAS
1996 – 2003 (JUTA TANGKAI)
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 25.7 10.47 10.5 9.3 13.3 11.5 19.67 21.9
MALAM
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 -
 III. MAP OF MARKET PT. XX
% POTENSI
DISTRIBUSI PRODUK PASAR KONSUMSI GROWTH
JKT, BDG, SBY, MDN, BLI, UJP, BJM,
A BP, KP, BPT, D, F SMG 20 5,9
JKT, BDG, SBY, MDN, BLI, UJP, BJM,
B BP, KP, BPT, D, F 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
JKT, BDG, SMG, SLO, BPN, BLI,
NEW MARKET BP, KP, BPT, D, F BAT, MED 28 9,8
JKT, BDG, SMG, SLO, BPN, BLI,
Total BP, KP, BPT, D, F BAT, MED 0 9,8

KETERANGAN :
BP = BUNGA POTONG JKT = JAKARTA SMG = SEMARANG
KP = KRISAN POTONG BDG = BANDUNG SLO = SOLO
BPT = BUNGA POT SBY = SURABAYA MKS = MAKASSAR
D = DAUN POTONG MDN = MEDAN BPN = BALIKPAPAN
F = FILLER BUNGA BLI = BALI PWT = PURWOKERTO
UJP = UJUNG PANDANG BAT = BATAM
BJM = BANJARMASIN SGP = SINGAPORE
 Indonesia Macro Economic Indicators Thn 2XXX
a. 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 OPTIMUM
CAPACITY
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 %
BUDGET Planning SUSTAINABLE GROWTH ANALYSIS
Target Cost = Rp XXX /stem D
g pr / e{ROA ( ROA i )}
Income Target = Rp XXX ,- E
Net Profit (Rp after tax) = Rp XXX,- g = xx % (TAHUN 2004)
KETERANGAN :
Net Margin = XX % g = maximum sustaianable growth
D/E = debt equity ratio
EBITDA Average (monthly) = Rp XXX/month Pr/e = percentage of retained earnings
ROA = after taxed return on assets
Sales Growth = XX % i = after taxed interest of debt

Profit Growth = XX %
Maximum Sustainable Growth = XX %

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
 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)
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
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.
 Wholesale amount and number of stem of
Majour cut flowers

Name of Wholesale (000)

flower
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

 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
100.00% 100.00% 122.50% 117.94% 141.99% 144.10%
previous year
 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
100.00% 100.00% 123.35% 111.22% 132.39% 118.26%
previous year
 APA KATA TIMUR TENGAH ?

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

 LANGKAH APA YANG TELAH MEREKA AMBIL ?

INDIA

THAILAND & TAIWAN

KUNMING (CHINA) CAMERON HIGHLAND

 WINDOWS OF FLORICULTURE

FLORITECHEXPO CHINA ALSMEERS AUCTION

HORTIFAIR HOLLAND DELHI’ FLOWERS

 KITA ADA DIMANA ?

SENTRA BUNGA RAWABELONG, PASAR BUNGA BANDUNGAN, WASTUKENCANA,

SURYA KENCANA, PASAR KAYOON DAN ?????
VOLUME TRANSAKSI Rp 600 milyar
WHY WE ARE ?

1. HIGH COST
2. LOW PRODUCTIVITY
3. BAD QUALITY
4. NOT INNOVATE
5. BAD SERVICES
6. NOT EFFICIENCE
7. ABSURD PROCEDURE
8. INDIVIDUAL ACTION (PARSIAL)
9. NOT GROWTH

WHERE THEY ARE ?

1. LOW COST
2. HIGH PRODUCTIVITY
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)
9. GROWTH
 LEARNING :
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 million
Stem/year. Gumi Five Seasons Chrysanthemum, Korea, have 6.8 ha, prod
capacity = 13 Million Stem

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”.

So WE NEED
THINK BIG, START SMALL, ACT NOW & MOVE FAST
 Apa yang Perlu Kita Lakukan ?
Informasi dijalankan berdasarkan faktual , analisa pasar & evaluasi dari program dan kriteria yang disepakati

Fase 1 Fase 2 Fase 3

Fase 4
Menyaring antara keinginan & Mengadaptasi Kualitas Pengembangan &
Pengendalian Kualitas
ekspetasi konsumen dgn kemampuan Ke Proses Kerja Produk Monitoring

Keinginan Konsumen Produk

- Mencari produk - Tingkat keberhasilan
- Bentuk - Pemilihan varietas
dan varietas baru produksi.
- Kemasan -- Nama Tanaman
yang tepat & optimal
-- Ketahanan -- Fitur yang diinginkan
-- Varietas & tipe -- Pengemasan - Prosentase Grade
- Menerapkan reward A, B, C, Asal
-- Harga -- Pelayanan
& punishment di masing
-- Waktu -- Pemberian garansi
Masing tim kerja. - Jumlah Komplain
-- Pembayaran -- Penampilan
-- Jumlah
- Menetapkan parameter -- Jumlah Konsumen
- Ukuran Merubah budaya Kerja
Standar kualitas berdasar yang kembali
-- Nama produk Karyawan semua
SNI & Internasional atau membeli
-- Garansi Bertanggung jawab
keinginan konsumen.
Terhadap kualitas
Kemampuan Perusahaan:
- Monitoring dilakukan
-- Organisasi Organisasi
harian.
-- Kapasitas - Membentuk fungsi jabatan
-- Infrastruktur kualitas dalam organisasi
-- Teknologi yang digunakan
-- Budaya Menetapkan target
-- Struktur distribusi Keberhasilan kualitas
-- Tipe tanaman
-- Iklim
-- Kebijakan

IMPLEMENTASI DILAKUKAN SECARA SPESIFIK, TERUKUR, DAPAT DICAPAI, REALISTIK DAN BERTAHAP
 APA YANG HARUS DIPERHATIKAN PADA HARGA

Permintaan
Harga
(btg/ikat)
(Rp/$)

Jumlah
btg/ikat

Pasokan Krisan
(btg/ikat)
1. Pasar Ramai & Sepi
2. Harga Sesuai Kualitas & Jumlah
3. Kesepakatan level harga Jual Minimum Regional
4. Harga memperhitungkan biaya depresiasi
 APA YANG HARUS DIPERHATIKAN PADA TRANSPORTASI & DISTRIBUSI

Alat Transportasi

Kapasitas Angkut Media Transportasi Waktu & Biaya Transportasi

Full capacity/idle Udara/laut/darat Pribadi/sewa/outsourcing

Jawa/luar jawa Rp/berat atau Rp/volume

Indonesia/ekspor 1 hari atau lebih

Distribusi Langsung atau tidak langsung

Konsumen
 APA YANG HARUS DIPERHATIKAN PADA PEMASARAN &
SELERA KONSUMEN

Gaya Hidup

Pembelajaran terhadap konsumen

Bagaimana meyakinkan konsumen apa kelebihan dan manfaat produk kita

Fitur, Kemasan, Waktu & Harga

Segmentasi Pasar

Kualitas konsumen

Standar Pelayanan terhadap Konsumen

Layanan purna jual

 KUNCI SUKSES

SESUAI ANTARA KONSEP DAN PENERAPANNYA DI USAHA

SATU HATI DALAM MENCAPAI TUJUAN

BUDAYA KERJA DISIPLIN & TERATUR

PUNYA UKURAN KEBERHASILAN

PERHATIAN TERHADAP WAKTU, BIAYA & MOTIVASI KERJA

BERORIENTASI PADA HASIL

MENDENGARKAN SUARA KONSUMEN

 SCENARIO TO SUPPORT INTEGRATED SYSTEM

- BUDGET OF AGRICULTURE - WIN-WIN CONDITION

- QUALIFIED AGRI-CENTER - WELL MANAGEMENT - INTEGRATED ACTION
- QUALIFIED TEAM & PERSONAL - WELL MENTALLITY - STRONG LEADERSHIP
- QUALIFIED REWARD STIMULATION - WELL REFORMATION - BUILDING THE TRUST
- QUALIFIED & CONTINOUS RESULTS - WELL ACTION - GOOD AGRICULTURE PRACTICES
- OPEN MIND SYSTEM

MASYARAKAT PETANI
MASYARAKAT BIROKSASI

GRAND STRATEGY :
QUALITY, STRATEGY & INNOVATION (QSI)

Policy, Social-Business
TARGET
Regulation & SUSTAINABLE Activity
Infrastructure PROFITABILITY
INCREMENTAL IMPROVEMENT

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 BASE ON PERFORMANCE &

NETWORKING IN B2B & G2G OPERATION EXCELLENCE INDICATOR STANDARD
CUSTOMER INTIMACY

ORGANIC GROWTH
(AGGRESSIVE BUT NOT SPECULATIVE)
 APA YANG HARUS KITA LAKUKAN ?

INNOVATE,
RELIABLE & AVAILABLE FLORICULTURE
PRODUCT/SEEDS MARKETING
COOPERATIVE’S

AGRI-INDUSTRI GRAND STRATEGY

MEMBANGUN KEPERCAYAAN
AGRI - “PETANI” INFRASTRUCTURE MEMBANGUN FLORIKULTURA
BERKELANJUTAN
MENGHIDUPI DAN MEMBERI
1. LOW COST WARNA KEHIDUPAN
2. HIGH PRODUCTIVITY (ECONOMIC OF SCALE)
3. BEST QUALITY
4. INNOVATE
5. BEST SERVICES COALITION STRATEGY
6. EFFICIENCE
7. ONE STOP SERVICES, ON-SITE CUSTOM & QUARANTINE
BY SYSTEMATIC APPROACH
8. COLLECTIVE ACTION (INTEGRAL)
HARGA, MUTU & JUMLAH

SENTRA BUNGA SENTRA EKPOR/IMPOR

INSENTIF TARIF “MUTUAL RECOGNITION”

PEMERINTAH GROWTH
 NENEK MOYANG KRISAN (Elmer D. Smith)
C. maximum
Shasta
C. leucanthemum C. superbum
daisy C. leucanthemum
var pinatifidum

C. parthenum C. rubellum
C. weirichii
C. coronarium
C. segetum

C. yarrow C. yezoense

C. balsamita
brush or thistle

quill
spider spoon

intermediat incurve pompon anemon

single & semi doble

irregular incurve reflex regular incurve decorative

 spider

gena hard wood cherry

charm spoon unclassified double

 VARIETAS BARU

GRAND ORANGE BN PURPLE BN WHITE EURO PINK BN REGGIE

HERBY SUNNY HERBY WHITE EURO DARK EURO WHITE IBIS

JIMBA WHITE MONALISA DECI PINK REGGIE REMIX REMIX M 750

 VARIETAS BARU

NAUGHTY PELICAN LOLIPOP PURPLE STREAMER

BACARDI LOLIPOP RED GRAND PINK SHINING

JIMBA RED MARABU LOLIPOP LOLIPOP ORANGE BN PINK

BEBERAPA VARIETAS “BALITHI” YANG AKAN DIKENALKAN KE PASAR
BEBERAPA VARIETAS “BALITHI” YANG AKAN DIKENALKAN KE PASAR
PRODUCT :
 TREND BUNGA 2006 - 2007

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

Emerald Green into the palette Candle arches dan traditional figurines

Blue Magic, Green Spirit und Golden Glow olive groves and privet bushes

“Flower Fantasy” vast expertise Tropical Dream

“ TEMA RANGKAIAN DUNIA 2006 “
“ VARIETAS YANG INGIN DIANGKAT 2006 “ (PASAR DOMESTIK)
TIPE SPRAY ALAM INDAH
“ VARIETAS YANG INGIN DIANGKAT 2006-2007 “ (PASAR DOMESTIK)
TIPE STANDARD
TIPE & MUTU UNTUK PASAR EKSPOR
2006-2007
 “ TREND GREEN FILLER 2006 ”

Bleeding-hearth Forget me-not ntstephanotis ghypsophila

Caspea Stephanotis-spray cala hedera

“HYPERICUM, SALIX & LEATHER FERN ”
“ BUNGA POT YANG INGIN DIANGKAT ALAM INDAH 2006 “
“POTENSIAL FILLER 2006-2008”
“BEBERAPA POS PRODUKSI YANG INGIN DIPERKUAT DI 2006”
“BEBERAPA POS PRODUKSI YANG INGIN DIPERKUAT DI 2006”
APA YANG DILAKUKAN MEREKA ?
 LEARNING :
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 million
Stem/year. Gumi Five Seasons Chrysanthemum, Korea, have 6.8 ha, prod
capacity = 13 Million Stem

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”.

So WE NEED

THINK BIG, START SMALL, ACT NOW & MOVE FAST