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STUDI TENTANG KONDISI PASAR DAN PROSPEK INDUSTRI KOPI DI INDONESIA, 2011
STUDY ON THE MARKET CONDITIONS AND PROSPECTS OF COFFEE INDUSTRY IN INDONESIA, 2011
Pelanggan yang kami cintai! Salam sejahtera.
Semoga kita semua ada dalam lindungan Tuhan!
Latar Belakang Commercial Global Data Reserch (CDR)
Kami adalah sebuah lembaga Konsultan, Survey, Riset dan Pelaporan
di bidang data riset secara global, menyajikan berbagai informasi bisnis aktual
yang meliputi sektor Industri manufaktur, pertambangan, perbankan, asuransi,
studi kelayakan, dan jasa riset lainnya.
Kami hadir sebagai mitra konsultan Anda, untuk memberikan
informasi aktual yang Anda perlukan guna menentukan arah kebijakan dalam
mengembangkan perusahaan Anda. Salah satu produk buku studi yang kami
tawarkan kepada Anda adalah “Buku Studi tentang Kondisi Pasar dan
Prospek Industri Kopi di Indonesia, 2011.
Kami tawarkan Buku tersebut kepada Anda seharga Rp. 6.000.000
(Enam juta rupiah) atau US$ 800, guna membantu para pelaku bisnis pada
Industri Kopi, membantu para Investor, membantu pihak Perbankan atau
Kreditor, dan pihak lainnya yang terkait, dengan cara melihat peta kekuatan
diantara para pesaing/partner Anda, baik pesaing dari luar negeri maupun
dalam negeri, mempelajari perkembangan Ekspor dan Impor produk Kopi di
Indonesia, mengetahui hambatan dan peluang bagi perusahaan yang
kondisinya berfluktuasi, mengetahui Main Market dari setiap perusahaan Kopi,
mengetahui pangsa pasar luar negeri, mengetahui susunan Direktur dan
Komisaris, serta informasi lainnya yang perlu Anda ketahui. (terlampir contoh
Profil Perusahaan)!.
Seberapa besar kontribusi perusahaan Anda dalam meningkatkan
kapasitas produksi guna memenuhi pesanan dari para buyer baik lokal
maupun internasional, mencermati setiap peluang yang ada, dan diharapkan
dengan memiliki buku ini, perusahaan Anda menjadi lebih produktif, efisien,
lebih maju dan bersaing secara sehat.
Kata Pengantar
Kopi merupakan salah satu komoditas perkebunan yang mempunyai
peran cukup penting dalam kegiatan perekonomian di Indonesia, karena
merupakan salah satu komoditas ekspor andalan sebagai penghasil devisa
negara di luar minyak dan gas. Selama lima tahun terakhir, Indonesia
menempati posisi keempat sebagai negara eksportir kopi setelah Brazil,
Kolombia dan Vietnam.
Terdapat dua spesies tanaman kopi, yaitu Arabika yang merupakan
jenis kopi tradisional, dianggap paling enak rasanya, dan Robusta yang
memiliki kafein lebih tinggi, dapat dikembangkan dalam lingkungan dimana
kopi Arabika tidak akan tumbuh, dengan rasa pahit dan asam.
Di Indonesia, pada saat ini sekitar 95% tanaman kopi diusahakan oleh
rakyat, sementara perkebunan Negara dan Swasta hanya berkontribusi
masing-masing sebesar 3,13% dan 1,79%.
DAFTAR ISI
BAB I PENDAHULUAN
1.1. Sejarah
1.2. Luas Areal dan Produksi
1.3. Mutu Kopi
1.4. Industri Kopi Indonesia
1.4.1. Perkembangan Kebutuhan Kopi
1.4.2. Pola Konsumsi Kopi
1.4.3. Struktur Industri Kopi Dalam Negeri
1.4.4. Keragaman Kemasan
1.4.5. Produksi Kopi Olahan
1.5. Sumber Data dan Informasi
BAB II PETA PRODUKSI KOPI DI INDONESIA
2.1. Perkebunan Kopi di Indonesia
2.1.1. Kopi Sumatera
2.1.2. Kopi Jawa
2.1.3. Kopi Bali
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Garis Besar Isi Buku
Outline of Book Contents
Our customers love! Peace.
May we all exist in the protection of God!
Commercial Background Data Global Reserch (CDR)
We are an agency consultant, Survey, Research and Reporting in
the field of global research data, presents a variety of actual business
information that includes the Industrial sector, manufacturing, mining,
banking, insurance, feasibility studies, and other research services.
We are here as your consultant partner, to provide the actual
information you need to determine the policy direction in developing your
company. One study book product that we offer to you is the "Book Study
of Market Conditions and Prospects of the Coffee Industry in Indonesia,
2011.
We offer these books to you for Rp. 6,000,000 (six million rupiah)
or $ 800, to assist business people in the coffee industry, helping investors,
helping the banks or creditors, and other related parties, with how to view a
map of power among competitors / partners you, good competitors from
overseas and domestic, Export and Import of studying the development of
coffee products in Indonesia, knowing the obstacles and opportunities for
companies whose condition fluctuates, knowing the Main Market of every
coffee company, know the market share abroad, knowing the composition
of Directors and Commissioners, and Other information you need to know.
(The attached sample Company Profile)!.
How big is your company's contribution in increasing production
capacity to meet orders from buyers both locally and internationally, look at
every available opportunity, and are expected to have this book, your
company become more productive, efficient, more forward and compete
fairly.
Preface
Coffee is one of the commodities that have a significant role in
economic activities in Indonesia, because it is one of the mainstay of
export commodities as a producer of foreign exchange outside the oil and
gas. Over the last five years, Indonesia ranked fourth as the country's
coffee exporter after Brazil, Colombia and Vietnam.
There are two species of coffee plants, namely Arabica coffee
which is the traditional type, is considered the most delicious taste, and
Robusta which has a higher caffeine, can be developed in an environment
where Arabica coffee is not going to grow, with bitter and sour taste.
In Indonesia, at present approxim ately 95% of the coffee plants
cultivated by the people, while the State and private plantations contribute
only amounted to 3.13% and 1.79%.
LIST OF CONTENTS
CHAPTER I INTRODUCTION
1.1. History
1.2. Area and Production
1.3. Quality Coffee
1.4. Indonesian Coffee Industry
1.4.1. Development Needs Coffee
1.4.2. Coffee Consumption Pattern
1.4.3. Domestic Coffee Industry Structure
1.4.4. Diversity Packaging
1.4.5. Processed Coffee Production
1.5. Sources of Data and Information
CHAPTER II MAP PRODUCTION IN INDONESIA COFFEE
2.1. Coffee Plantation in Indonesia
2.1.1. Sumatra Coffee
2.1.2. Java Coffee
2.1.3. Bali Coffee
 2.1.4. Kopi Timor
2.1.5. Kopi Sulawesi (Selatan)
2.1.6. Kopi Papua
2.2. Varietas Kopi
2.2.1. Kopi Arabika (Coffea arabica)
2.2.2. Kopi Liberika (Coffea Liberica)
BAB III PENGELOLAAN KOPI DI INDONESIA
3.1. Sistem Pengelolaan Kopi Kintamani Bali
3.2. Sistem Budidaya Kopi Petani Lampung
3.3. Sistem Budidaya kopi Petani Manggarai
3.4. Sistem Budidaya Kopi Petani Sidikalang
3.4.1. Proses pengolahan biji kopi secara umum
BAB IV PERKEMBANGAN PERDAGANGAN KOPI DUNIA
4.1. Konsumsi Kopi Dunia
4.1.1. Kopi ”Specialty”, kopi yang berkelanjutan
4.1.2. Sertifikasi kopi
BAB V RANTAI PERDAGANGAN KOPI
5.1. Beberapa model pemasaran
5.1.1. Model Pemasaran di Lampung
5.1.2. Model Pemasaran Kopi di Kabupaten Dairi
5.1.3. Model Pemasaran Kopi di Bali
5.1.3.1. Pihak dan peran aktor pemasaran/distribusi
kopi di Bali
5.1.3.2. Temuan-Temuan yang Inovatif di Lapangan
5.1.4. Model Pemasaran Kopi di Kabupaten Manggarai
BAB VI KONDISI PASAR KOPI DI INDONESIA
6.1. Menengok Perkembangan Produksi dan Ekspor Kopi tempo
dulu
6.1.1. Perkembangan Konsumsi dan Impor
6.1.2. Konsumsi per kapita di negara produsen pada
umumnya masih sangat rendah
6.1.3. Perkembangan Harga
6.1.4. Perkembangan harga FOB Kopi Indonesia
6.1.5. Masalah, Tantangan dan Peluang
6.1.6. Kebijakan dan Strategi Pembangunan Perkopian
Indonesia
6.1.7. Implikasi Kebijakan
6.2. Dua puluh empat anggota industri kopi Indonesia meraih
Sertifikasi tertinggi dunia untuk pengujian kualitas
6.3. Harga secangkir kopi luwak di Korea Rp. 400.000
6.4. Peluang Pasar Produk Kopi Indonesia ke Australia
6.5. Perkembangan Ekspor Kopi Indonesia di Pasar Dunia
6.6. Kopi Indonesia diminati pasar internasional, tetapi kurang
produktif
6.7. Genjot Produksi Kopi, Taman Delta Bantu Bibit
6.8. AEKI Sumsel Bangun Demplot Kopi Robusta
6.9. AEKI Kembali Lakukan Penetrasi Pasar ke China
6.10. Citra Kopi Indonesia
6.11. AEKI bantah kenaikan produksi kopi Indonesia
6.12. Orang Korea tergila-gila Kopi Luwak Indonesia
6.13. Pertumbuhan ekspor kopi masih negative
6.14. Analisis Prospek dan Strategi Pengembangan Industri Hilir
Kopi
6.15. Ekspor Kopi ditargetkan meningkat 5% Tahun 2011
6.16. Nilai Ekspor Kopi Lampung Januari menurun
6.17. Mempromosikan Kopi Luwak Sebagai Komoditas Unggulan
Indonesia
6.18. Ekspor Kopi Lampung ke Jepang belum terganggu
6.19. Gunawan Supriadi: Raja Kopi Luwak dari Liwa
6.20. Pasar Italia Menanti Kopi Arabica Indonesia
6.21. Pemasaran Industri Kopi Susu
6.22. Kondisi ekonomi Mesir tak stabil, ekspor kopi robusta longsor
6.23. Ekspor Kopi Lampung ke Jerman US$60,163 Juta
6.24. Ekspor kopi luwak ke Australia terhambat
6.25. Prediksi Harga Kopi 2011 Naik
6.26. Masalah, Tantangan dan Peluang Pengembangan Komoditas
Kopi di Indonesia
6.27. Tren Kopi Mentah melonjak Harga Kopi Luwak Naik 20%
6.28. Surip Mawardi, Kopi telah mengantarkannya keliling Dunia ke
45 Negara
6.29. Ekspor Kopi Indonesia
6.29.1. Ekspor Kopi Instant HS Kode 2101111000-
21011149000, 2009-2011
6.29.2. Ekspor Kopi Instant HS Kode 2101111000-
21011149000 menurut Negara, 2011
6.29.3. Ekspor Kopi Bubuk tanpa Kafein HS Kode
0901120000-0901129000, 2007-2011
6.29.4. Ekspor Kopi Bubuk tanpa Kafein HS Kode
0901120000-0901129000 menurut Negara, 2011
6.29.5. Ekspor Kopi tidak digongseng HS Kode
0901111000-0901119000, 2007-2011
6.29.6. Ekspor Kopi tidak digongseng HS Kode
0901111000-0901119000 menurut Negara, 2011
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2.1.4. Coffee East
2.1.5. Coffee Sulawesi (South)
2.1.6. Papua Coffee
2.2. Coffee Varieties
2.2.1. Arabica coffee (Coffea arabica)
2.2.2. Liberika coffee (Coffea Liberica)
CHAPTER III MANAGEMENT OF COFFEE IN INDONESIA
3.1. Bali Kintamani Coffee Management System
3.2. Lampung Coffee Farmers Farming Systems
3.3. Coffee Farmers Farming Systems Manggarai
3.4. Coffee Farmers Farming Systems Sidikalang
3.4.1. The processing of coffee beans in general
CHAPTER IV THE GROWTH OF WORLD TRADE COFFEE
4.1. World Coffee Consumption
4.1.1. Coffee "Specialty", sustainable coffee
4.1.2. Coffee Certification
CHAPTER V TRADE COFFEE CHAIN
5.1. Some marketing models
5.1.1. Marketing Models in Lampung
5.1.2. Coffee Marketing Models in Dairi district
5.1.3. Bali Coffee Marketing Model
5.1.3.1. Parties and the role of actor marketing /
distribution of coffee in Bali
5.1.3.2. Innovative Findings in the Field
5.1.4. Coffee Marketing Models in Manggarai regency
CHAPTER VI CONDITIONS OF COFFEE MARKET IN INDONESIA
6.1. A Look at Production and Export of Coffee tempo
6.1.1. Consumption and Import Growth
6.1.2. Consumption per capita in the country of manufacture are
generally still very low
6.1.3. Price Development
6.1.4. The development of the FOB price of Indonesian Coffee
6.1.5. Problems, Challenges and Opportunities
6.1.6. Policy and Strategy Development Indonesian Coffee
6.1.7. Policy Implications
6.2. Twenty-four members of Indonesia's coffee industry achieve world's
highest certification for quality testing
6.3. Civet coffee prices in Korea USD. 400.000
6.4. Indonesia Coffee Products Market Opportunities for Australia
6.5. Indonesian Coffee Exports in the World Market
6.6. Coffee Indonesia international market demand, but less productive
6.7. Increase Coffee Production, Delta Park Seed Help
6.8. AEKI South Sumatra Robusta Coffee Wake up demonstration plots
6.9. Do AEKI Back to the China Market Penetration
6.10. The image of Indonesian Coffee
6.11. AEKI denies Indonesia's coffee production increase
6.12. Those crazy Koreans Indonesian Luwak Coffee
6.13. Coffee export growth was still negative
6.14. Prospect Analysis and Strategy Development Downstream Coffee
6.15. Coffee exports are targeted increase of 5% Year 2011
6.16. Value of Coffee Exports in January declined Lampung
6.17. Promote Coffee Luwak As Commodities Commodity Indonesia
6.18. Lampung Coffee Exports to Japan have not disturbed
6.19. Gunawan Supriya: King Coffee Luwak from Liw a
6.20. Italian Market Awaits Indonesian Arabica Coffee
6.21. Coffee Milk Marketing Industry
6.22. Unstable economic conditions of Egypt, robusta coffee exports
landslide
6.23. Lampung Coffee Exports to Germany to U.S. $ 60.163 Million
6.24. Civet coffee exports to Australia hampered
6.25. Coffee Prices Rise Prediction 2011
6.26. Problems, Challenges and Opportunities in Indonesia Coffee
Commodities Development
6.27. Trends in Raw Coffee Luwak Coffee prices surged 20% Rise
6.28. Surip Mawardi, coffee has been delivered to 45 countries around the
World
6.29. Indonesia Coffee Export
6.29.1. Instant Coffee Exports 2101111000-21011149000 HS Code,
2009-2011
6.29.2. Instant Coffee Exports HS Code 2101111000-21011149000
by Country, 2011
6.29.3. Export Coffee without Caffeine Powder 0901120000-
0901129000 HS Code, 2007-2011
6.29.4. Export Coffee without Caffeine Powder 0901120000-
0901129000 HS Code by Country, 2011
6.29.5. Export Coffee not roasted 0901111000-0901119000 HS
Code, 2007-2011
6.29.6. Coffee not roasted Exports HS Code 0901111000-
0901119000 by Country, 2011
 6.29.7. Ekspor Kopi digongseng HS Kode 0901210000-
0901212000, Tahun 2009-2011
6.29.8. Ekspor Kopi digongseng HS Kode 0901210000-
0901212000 menurut Negara, Tahun 2011
6.29.9. Ekspor Kopi Olahan dengan dasar ekstrak, esens
atau konsentrat atau olahan dengan dasar kopi HS
Kode 2101120000, Tahun 2009-2011
6.29.10. Ekspor Kopi Olahan dengan dasar ekstrak, esens
atau konsentrat atau olahan dengan dasar kopi HS
Kode 2101120000 menurut Negara, Tahun 2011
6.29.11. Ekspor Kopi dihilangkan kafeinnya HS Kode
0901220000-0901900000, Tahun 2007-2011
6.29.12. Ekspor Kopi dihilangkan kafeinnya HS Kode
0901220000-0901900000 menurut Negara, Tahun
2011
6.30. Kopi Kapal Api Kuasai Pasar Domestik
6.31. Pemain Tua di Pasar Kopi
6.32. Orang Indonesia masih jarang minum Kopi
6.33. Peringatan 15 Tahun Kemitraan Nestle dalam Budidaya Kopi
6.34. Persaingan Industri Kopi Susu yang terus berkembang
6.34.1. Pokok Masalah
6.34.2. Alternatif Pemecahan Masalah
6.34.3. Rekomendasi Alternatif
6.34.4. Prospek dan Kendala Industri Kopi Indonesia
6.35. Peluang Produk Kopi Indonesia di Pasar Kanada
6.35.1. Jenis‐Jenis Kopi
6.35.2. Klasifikasi Kopi Berdasarkan HS Code
6.35.3. Pasar Kopi Domestik di Kanada
6.35.4. Pasar Luar Negeri
6.35.5. Trend
6.35.6. Isu dan Hambatan
6.35.7. Saluran Distribusi
6.35.8. Harga
6.35.9. Perundangan dan Peraturan
6.35.10. Pesaing
6.35.11. Peluang dan Tantangan
6.35.12. Strategi Penerobosan Pasar Kanada
6.36. Market Brief Produk Kopi di Pasar Hongaria
6.36.1. Jenis Produk Kopi
6.36.2. Potensi Pasar
6.36.3. Ekspor
6.36.4. Saluran Distribusi
6.36.5. Kisaran Harga
6.36.6. Strategi Pemasaran
6.36.7. Ketentuan Perdagangan
6.36.8. Peluang Dan Hambatan Perdagangan
6.36.9. Alamat penting di Kanada
6.36.10. Pameran di Kanada
BAB VII OUTLOOK INDUSTRI KOPI INDONESIA
7.1. Perkembangan luas areal, produksi dan produktivitas Kopi di
Indonesia
7.2. Perkembangan Konsumsi Kopi di Indonesia
7.3. Perkembangan Harga Kopi di Indonesia
7.4. Perkembangan Ekspor Impor Kopi di Indonesia
7.5. Perkembangan Luas areal, Produksi, Produktivitas dan
Konsumsi Kopi Dunia
7.6. Perkembangan Ekspor - Impor Kopi Dunia
7.7. Proyeksi Penawaran Kopi 2011
7.8. Proyeksi Permintaan Kopi 2011
7.9. Proyeksi Surplus/Defisit Kopi 2009 – 2011
7.10. Profil Perusahaan Industri Kopi Bubuk
7.10.1. Santos Jaya Abadi
7.10.2. PT. Ayam Merak
7.10.3. PT. Putra Bhineka Perkasa
BAB VIII STRATEGI PEMASARAN
8.1. Bauran Pemasaran
8.2. Strategi pemasaran
8.3. Strategi Marketing Mix Kopi Kapal Api
BAB IX ANALISIS SWOT
9.1. Analisis SWOT
9.2. Alternatif Strategi
9.3. Alternatif Kebijakan
BAB X KONDISI KOPI DI BEBERAPA NEGARA
10.1. Brazil
10.1.1. Produksi Kopi Brasil mengkerut 6%
10.1.2. Perkembangan Harga Kopi
10.1.3. Ekspor Kopi Brasil ke Dunia Arab tumbuh 44% pada
bulan Maret
10.1.4. Ekspor Kopi Brasil tembus USD5,7 Miliar
10.1.5. Outlook Industri Kopi Brazil
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6.29.7. Roasted Coffee Exports HS Code 0901210000-
0901212000, Year 2009-2011
6.29.8. Roasted Coffee Exports HS Code 0901210000-0901212000
by Country, Year 2011
6.29.9. Coffee Export Preparations with a basis of extracts,
essences or concentrates or with a basis of coffee HS Code
2101120000, Year 2009-2011
6.29.10.Coffee Export Preparations with a basis of extracts,
essences or concentrates or with a basis of coffee HS Code
2101120000 by Country, Year 2011
6.29.11.Decaffeinated coffee exports 0901220000-0901900000 HS
Code, Year 2007-2011
6.29.12.Decaffeinated coffee exports 0901220000-0901900000 HS
Code by Country, Year 2011
6.30. Kapal Api Coffee Master the Domestic Market
6.31. Old players in the Coffee Market
6.32. Indonesian people are still rarely drink coffee
6.33. 15th Anniversary of Partnership Nestle Coffee Cultiv ation
6.34. Milk Coffee Industry Competition growing
6.34.1. Main Issues
6.34.2. Alternative Troubleshooting
6.34.3. Alternative Recommendation
6.34.4. Prospects and Constraints of Indonesian Coffee Industry
6.35. Indonesia Coffee Products Opportunity in Canada Market
6.35.1. Coffee Types
6.35.2. HS Code Classification Based Coffee
6.35.3. Domestic Coffee Market in Canada
6.35.4. Foreign Markets
6.35.5. Trend
6.35.6. Issues and Barriers
6.35.7. Distribution Channels
6.35.8. Price
6.35.9. Legislation and Regulation
6.35.10.Competitors
6.35.11.Opportunities and Challenges
6.35.12.Tunneling Canadian Market Strategies
6.36. Market Brief Product Market Coffee in Hungary
6.36.1. Coffee Product Type
6.36.2. Market Potential
6.36.3. Export
6.36.4. Distribution Channels
6.36.5. Price Range
6.36.6. Marketing Strategy
6.36.7. Terms of Trade
6.36.8. Opportunities and Barriers to Trade
6.36.9. Important address in Canada
6.36:10.Exhibitions in Canada
CHAPTER VII INDONESIA COFFEE INDUSTRY OUTLOOK
7.1. Development of acreage, production and productivity in the
Indonesian Coffee
7.2. Coffee Consumption Growth in Indonesia
7.3. Coffee Price Development in Indonesia
7.4. Coffee Import Export Growth in Indonesia
7.5. Area Development, Production, Productivity and the World Coffee
Consumption
7.6. Development of Export - Import World Coffee
7.7. Projected 2011 Coffee Offer
7.8. Coffee Demand Projections 2011
7.9. Projected Surplus / Deficit Coffee 2009 – 2011
7:10. Coffee Powder Industries Company Profile
7.10.1. Santos Jaya Abadi
7.10.2. PT. Peacock Chicken
7.10.3. PT. Bhineka Putra Perkasa
CHAPTER VIII MARKETING STRATEGY
8.1. Marketing Mix
8.2. Marketing strategy
8.3. Marketing Strategy Kapal Api Coffee Mix
CHAPTER IX SWOT ANALYSIS
9.1. SWOT Analysis
9.2. Alternative Strategies
9.3. Alternative Policies
CHAPTER X THE CONDITION OF COFFEE IN SOME COUNTRIES
10.1. Brazil
10.1.1. Brazil Coffee Production shrank 6%
10.1.2. Coffee Price Development
10.1.3. Brazil Coffee Exports to Arab World grew 44% in March
10.1.4. Brazil Coffee Exports translucent USD5, 7 Billion
10.1.5. Brazilian Coffee Industry Outlook
 10.2. Kolombia 10.2. Colombia
10.2.1. Produksi kopi di Kolombia 10.2.1. Coffee production in Colombia
10.2.2. Peningkatan Produksi dan Prospek Ekspor 10.2.2. Increased Production and Export Prospects
10.3. Kostarika 10.3. Kostarika
10.3.1. Sejarah 10.3.1. History
10.3.2. Daerah pertumbuhan dan musim 10.3.2. Regional growth and season
10.3.3. Produksi Kopi terhadap Pencemaran Lingkungan 10.3.3. Coffee Production on Environmental Pollution
10.4. EAFCA (The Eastern African Fine Coffees Association) 10.4. EAFCA (The Eastern African Fine Coffees Association)
10.4.1. Produksi Kopi di Daerah Pedalaman tahun 10.4.1. Coffee Production in Rural Areas year 2008/2009
2008/2009 10.4.2. Production Costs
10.4.2. Biaya Produksi 10.4.3. Coffee consumption grows rapidly
10.4.3. Konsumsi kopi tumbuh secara cepat 10.4.4. Coffee Production Expected remains smooth along with the
10.4.4. Diharapkan Produksi Kopi tetap lancar seiring increased demand
dengan permintaan yang meningkat 10.4.5. EAFCA Coffee Industry Prospects 2009/2010
10.4.5. Prospek Industri Kopi EAFCA 2009/2010 10.4.6. About EAFCA
10.4.6. Tentang EAFCA 10.5. Hawaii
10.5. Hawaii 10.5.1. Production History and Trends
10.5.1. Sejarah Produksi dan Kecenderungan 10.5.2. Historical Prices & Trends
10.5.2. Sejarah Harga dan Kecenderungan 10.5.3. Product market share in State
10.5.3. Produk pangsa pasar di Negara 10.5.4. Potential Demand and Price Trends of Export Markets
10.5.4. Potensi Permintaan dan Tren Harga Pasar Ekspor 10.5.5. Foreign Markets
10.5.5. Pasar Asing 10.5.6. Japan Markets
10.5.6. Pasar Jepang 10.5.7. Other foreign markets
10.5.7. Pasar asing lainnya 10.5.8. Factors affecting demand
10.5.8. Faktor-faktor yang mempengaruhi permintaan 10.5.9. Competitive State
10.5.9. Kompetitif Negara 10.6. India
10.6. India 10.6.1. India Coffee Production
10.6.1. Produksi Kopi India 10.6.2. Coffee Marketing System in India
10.6.2. Sistem Pemasaran Kopi di India 10.7. Kenya
10.7. Kenya 10.8. Mexico
10.8. Mexico 10.9. Vietnam
10.9. Vietnam 10.9.1. Volume up, value down
10.9.1. Volume naik, Nilai turun 10.9.2. This view of risk
10.9.2. Pandangan mengenai Resiko CHAPTER XI CLOSING
BAB XI PENUTUP

Café Excelso opened its first location in Plaza Indonesia, Jakarta in

CONTOH PROFIL PERUSAHAAN KOPI 1991 and is the premier coffeehouse of Indonesia with more than 40
locations throughout the nation.
1. SANTOS JAYA ABADI, PT Café Grazia
Address : Head Office & Factory The latest innovation of PT Santos Jaya Abadi was Grazia Café, this
Jl. Taman Jatibaru Barat No. 1-3 coffee shop was born in the heart location of our company, Surabaya.
Jakarta Pusat 10150 Indonesia It opened its first outlet in 2004 in Golden City Mall, one of the latest
Phone : +62 (021) 3857451 shopping centres opened in West Surabaya area.
Fax : +62 (021) 3805835 Shortly after the success of the1st outlet, the second and third outlet
Customer Service : 0800-1-726867 was opened in East and Central Surabaya. The general idea behind
Email : santos@kapalapi.co.id, the project is the understanding that it has become indispensable to
mktsja@kapalapi.co.id, provide a great coffee experience to all type of customers. Our goal is
sdm@kapalapi.co.id to continuously build upon the quality of our products, customer
Website : kapalapi.co.id service, and the store ambience and to extend the coffee experience
S ta tu s : Domestic Private Company to younger and new generation of coffee lovers.
Condition of Company : Good Every Grazia café is an Oasis—with an inviting, comfortable
Date of Establishment : 1 9 2 7 atmosphere of warm colours and cozy furniture, everyone can find a
Line of Business : - Coffee Powder place to sit and sip, laugh with a dear friend, make progress on some
- Extracts, Essences And Concentrates pressing assignment without distraction or just relax. Grazia Café
of Coffee combines the best varieties of European, Chinese and Indonesian
- Tea and Coffee Processing meal with great-tasting, high-quality specialty coffee beverages.
Products :
a. Coffee (Kapal Api, ABC, Good Day, Excelso, Ya) Award & Certificate : Award
b. Cereal (Ceremix) - Indonesian Customer Satisfaction Award (2001 to 2007)
Instant cereal mix market is another attractive market that PT - The Most Powerful Distribution System (2006 to 2007)
Santos Jaya Abadi viewed as offering an opportunity for product line - Indonesian Best Brand Award (2002 to 2007)
extension. As a new type of product for Indonesian market, instant - Anugerah Produksi Asli Indonesia (2006)
cereal mix has and is experiencing a vast growth in the last few - Packaging Consumer Branding Award (2005)
years. - Indonesia Good Design Selection (2002)
In 2005, PT Santos Jaya Abadi launched our instant cereal mix - Top Brand Award ABC (2003 t0 2007)
product with the brand Ceremix. Ceremix offers good quality and - Top Brand Award Kapal Api (2000 to 2007)
delicious taste product, very suitable for breakfast and in between - Merk Dagang Indonesia (2003)
meals and packed individually for serving practicality purpose. Certificate : - ISO 9001:2000
Ceremix is a hi-nutritious instant cereal mix drink. It contains - Hazard Analysis and Critical Control Point (HACCP)
Carbohydrate, Calcium, Fiber, Minerals and Vitamins that give you - Good Manufacturing Practice (GMP)
energy to support your daily activities. Ceremix is available in two Main Markets : China, Hong Kong, Japan,
delightful variants, Chocolate and French Vanilla. United Arab Emirates, USA
c. Café Employment : 200-300 Peoples
As one of the world’s largest coffee – producing nations, Indonesia “Everything we do has to be as good as our coffee.” It’s not just about
still has a very low per capita coffee consumption which is coffee…it’s also about people, too. We don’t just make great coffee,
deplorable. This situation calls for innovative measures that led to we provide one-of-a-kind career opportunities.
the creation of Kapal Api Group’s coffee shop chains. We believe in evolving our organization by attracting and developing
Kafe Excelso people with potential — leaders who are ambitious, talented,
Formed in the middle of 1990, Café Excelso was born as a division of passionate about our coffee, and enthusiastic about our growth and
PT Excelso Multi Rasa. This division is now serving as the marketing theirs.
system extension of PT Santos Jaya Abadi with the purpose of
ensuring the complete satisfaction of our consumers.

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 PT Santos Jaya Abadi offers great opportunities in Marketing, Supply Coffee Reaches Indonesia
Chain, Manufacturing, IT, R&D, Technical, Finance and Administrative Soon, however, the coffee plants were transported and successfully
functions in locations throughout Indonesia and South-East Asia. cultivated by the Dutch on the Indonesian island of Java and later to
Board of Management : - Mr. Indra Boedijono (President the islands of Sumatra and Celebes. Through trade and exchange by
Commissioner), Phone: (62-21) 3857451 various European colonies, greenhouses and botanical gardens in
- Mr. Soedomo Mergonoto (Presiden Austria and Holland were soon speckled with this exotic plant species.
Director) Phone: (62-21) 3857451 The Dutch proved very successful with this new coffee crop, producing
Contact Person : Mr. Danyantono - Phone: (62-21) 3857451 and shipping coffee more cheaply than their Arabian counterparts to
the coffee-craving Europeans.
REMAR K:
The Gift that Changed the World
About Us
The journey of coffee across the globe to the Americas can be traced
PT Santos Jaya Abadi is steeped in tradition as rich as its coffee. As
back to the Dutch and their island plantations in Indonesia. The
the largest family-owned coffee brand in Indonesia, our company’s
popularity of coffee in Europe during the 18th century made it a
roots grew from a small home industry company in Surabaya. Where
valuable tool for barter and gifting. Wanting to please the king of
more than 79 years ago in 1927, our founder Go Soe Loet produced
France, the Mayor of Amsterdam presented King Louis XIV with a
his popular coffee.
single coffee tree as a gift. The king planted the tree in the Royal
Shortly thereafter, the company began producing coffee using the
Botanical Garden in Paris where the heat and humidity replicated the
trade mark “Kapal Api” (Steam Ship), drawing its inspiration from the
Yemen climate and the coffee tree flourished.
steam ship which at that time was the symbol of technological
superiority and a mark of luxury. Inspired by idea of always aiming at
FROM TREE TO CUP
quality, the business has made a fast and steady progress.
Long before that great tasting coffee makes it way to your cup, it
In 1970 our company evolved the organisation. The second generation
undergoes an adventure in far away lands that develops its unique
emerged to guarantee the continuation and success of the business
characteristics, cup quality and signature flavour profile. Where the
by introducing state of art changes in the Machineries and
beans are harvested, the method of coffee roasting, and how fresh the
equipments, people skill and management and the expansion of the
coffee is, all play into a great cup.
product availability to reach the entire East Java.
Growing and Harvesting
In 1980 we built our existing factory at Sepanjang, Sidoarjo in East
Coffee is grown on thousands of small plantations in a narrow sub-
Java. At this stage, Kapal Api brand has become the pillar of our
tropical belt between the Tropic of Cancer and the Tropic of Capricorn
business, distributed all across the country and has become the
around the world. Follow the fantastic journey of coffee from small
market leader with its complete range of products.
farm to a freshly brewed cup in your hands. It begins here.
Following the success of Kapal Api brand and to obtain the maximum
The Art of Coffee Roasting
satisfaction of our consumers, PT Santos Jaya Abadi has introduced
Every coffee has its own special flavour and flair, which is created by
other successful brands into the market: Excelso, ABC, Good day, Ya
our team of expert roasters. They bring together the precise skills of a
and Kapten.
scientist and the creativity of an artist to develop a variety of
Today, PT Santos Jaya Abadi with its product range is so much a part
specialized roast profiles.
of people’s lives and spans so many generations. We attribute this
Cupping
success to the good management, the thorough dedication of our
Cupping is to coffee roasters as wine tasting is to vintners. It’s a
staffs, and naturally to the service and excellent quality of our
process in which a trained and highly sensitive palate can detect
products.
nuances in the beans, separating the mediocre from the exceptional.
The difference is in the coffee roasting and blending!
Vision, Mission, Values and Motto
The World's Freshest Coffee
Vision
One of the key elements to brewing the perfect cup of fresh coffee is
PT. Santos Jaya Abadi Vision is to be the number one in Coffe
maintaining the freshness of roasted beans. If you’re drinking fresh
production in South-East Asia.
coffee it will definitely be more enjoyable. We reveal important tips to
Mission
buying and selecting only the world’s freshest coffee.
To be able to achieve the Vision, PT Santos Jaya Abadi Mission as
the manufacturer of branded coffee product is to fully committed to the
BREWING TIPS
improvement of product quality and services continuously by
- Everyone has their own way of personalizing coffee, but here are
addressing the South-East Asia. Consumer needs and generating
a few basic tips for brewing coffee to help get you started: Great
return to all.
brewed flavour begins with fresh coffee. When using whole beans,
Values
try to grind immediately before brewing coffee. Protect the
1. High and Consistent Product Quality
freshness of whole beans and ground coffee beans by storing in
2. Consumer and Customer Focus
an airtight container.
3. Innovation and Creativity
- When brewing coffee, always start with fresh, cold water. Since
4. Team Work
brewed coffee is over 98% water, the quality of water affects
5. Continuous Improvement
flavour. Use bottled or filtered water if tap water is not of high
Motto
quality.
"A Quality Cup for A Better Life."
- The proportion of coffee to water is very important. We
recommend using one generous tablespoon for every cup or 180
HISTORY
ml water to extract the full flavour of our coffees. If your brewed
The Discovery of Coffee
coffee tastes too strong, add small amounts of hot water to taste.
The legendary story of coffee begins in the Ethiopian highlands around
Using too little can result in over-extraction of the coffee and
800 A.D. A goat herder, named Kaldi, observed his herd's interest in
bitterness in the cup.
eating berries of a certain tree whereupon they would become excited
- The proportion of coffee to water is very important. We
and spirited for periods of time. He noticed that after eating the berries
recommend using one generous tablespoon for every cup or 180
his goats did not want to rest or sleep at night. Kaldi probably
ml water to extract the full flavour of our coffees. If your brewed
experimented with the berries himself - only to find that he too shared
coffee tastes too strong, add small amounts of hot water to taste.
in the goats’ revelry.
Using too little can result in over-extraction of the coffee and
bitterness in the cup.
Word of this discovery spread to a local monastery. It was there that
- Check the water temperature of your coffee brewing equipment.
monks experimented with drinks made from the berries. This ‘brew’
Ideal brew temperature of water is 98 degrees Celsius. When
kept them alert and able to continue their writing and prayer long into
using a french press, or plunger, water should be heated in a
the night. This began the spread of coffee around the world.
kettle and poured just off-boil. Boiling water should never come in
contact with the grounds.
Early Cultivation in Arabia
- Coffee is best if served immediately after brewing, and will retain
The cultivation of coffee and the coffee trade began on the Arabian
its peak flavour for up to 20 minutes on the warmer. We
peninsula. During the 15th and early 16th centuries coffee was being
recommend you transfer your brewed coffee to a thermal carafe to
grown, harvested and traded for consumption throughout Egypt, Syria
hold for a longer period of time.
and Turkey. Yemen was the primary source for coffee beans during
- Don’t forget to take care of your equipment! A clean coffee brewer
this time and the Arabians eagerly guarded and protected their
is critical to great tasting coffee. Periodically, use a mild detergent
increasingly valuable coffee-producing plant.
or baking soda to remove build-up, film and oil.

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 Commercial Global Data Research
Consultant – Survey – Research – Report
Head office: Sukamanah RT. 04/06 Cisaat Sukabumi West Java – INDONESIA
Website: http://commercialglobaldataresearch.blogspot.com/
Phone: +62 (0266) 9296038 Fax: +62 (0266) 241346 Email: cg.dataresearch@gmail.com
Branch office: Kompleks Deppen Blok X/3 Harjamukti Cimanggis – Kota Depok

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DENI SILALAHI (Marketing Department) “Commercial Global Data Research”
Address : Sukamanah RT. 04/06 Cisaat, Sukabumi, West Java – INDONESIA
Phone : +62 (0266) 9296038 Fax: +62 (0266) 241346 Email: cg.dataresearch@gmail.com
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