Studi Analisis 3 UKM di Kota dan Kabupaten Bogor

7/23/2019 Studi Analisis 3 UKM di Kota dan Kabupaten Bogor

1/8

Pengembangan UKM

ANALISIS DAN STUDI KOMPARASI TERHADAP TIGA USAHA MIKRO

KECIL MENENGAH (UMKM) DI BOGOR(Analysis and Comparative Study of three Micro Small Medium Enterprises (MSMEs) in Bogor)

Disusun Oleh

Anaiza Azlia H 251150451

Ariansyah H 251150461

Aditya P. Nugraha H 251150471

!"#$"%& ()*+, -.&* /%0%12&20 3 4%5*.)%6 75#0#&, /%0%12&20

-06),)*) !2")%0,%0 8#$#"9:;


2/8

BAB 1

PENDAHULUAN

I.I. LATAR BELAKANG

Micro, Small and Medium Enterprises (MSMEs) in Bogor are one among various

economic sectors that have contributed in regional revenue and also in employment

sectors. Approximately 11.297 MSMEs in Bogor City (kotabogor.co.id, 2015) that

employ 19.035 workers, and around 15.000 people involved in MSMEs in Bogor regency

(business.com, 2015). As a follow up on this significant development, Bogor city

administrators have transformed the Cooperation affairs office into Cooperation and

MSMEs office to better manage the SMEs potential in Bogor City.

Business development of MSMEs in both Bogor city and regency is expected to

contribute significant solution to unemployement issues in that areas. Besides that, along

with further development of MSEs and the workers employed in the respective field will

eventually contribute to economic development (LP) and to the Regional Gross Domestic

Revenue (PRDP).

Facing the market competition in relevance to the ASEAN Economic Community

(AEC) effectively takes place on 31 December 2015, Small Medium Enterprises in

Bogorm West Java should always seek for any marketing potentials, capital aids for their

business development, in which this pertular matter should also be supported by city and

regency administrators, and also by academic institutions.

West Java province through its recommendation issued by Local Development

Planning Agency in 2015, has stated the following masurement regarding anticipation

and development of MSMEs in AEC market: i) to improve quality and role of MSMEs

and other busines institutions as final product producers to be well prepared towards

AEC, globalisation, and global production network, ii) in attempt to raise the quality of

MSMEs, Centre of MSMEs (ITPC/Trading House) should be built to cover regional and

international scale in order to serve as market intelligent, penetration and development

body. This institution should also take part in providing database, in particular,

information regarding ASEAN market demand. This information provides specification

and required standards and ultimately, to be able to provide mapping in terms of


3/8

competitiveness, human resources, products, logistics and other areas of infrastructure in

ASEAN regions. iii) to reduce transaction cost, more specifically in cost of doing

business, cost of searching information through the role of the Centre and overseas

market. The last part (iv) is to give aid to priority MSMEs through selection process

which focuses on MSMEs performace quality monitoring, and to develop a blacklist

system for low performed or underperformed MSMEs.

In relation to those recommendation, this SME Development Subject will

interview three Micro Small Medium Enterprises with specific purpose to analyse and to

review them in a brief comparative study focusing on Marketing, Human Resources,

Finance, and Production

1.2. STUDY LIMITATION

a. This comparative study was conducted with the limitation only to interview result and

analysis on MSMEs background.

b. This comparative study was performed on the focus to four main aspects; marketing,

Human Resources, Finance, and Production.

c. The selected MSMEs location are based on subjective reasons.

1.3. STUDY METHODOLOGY

a. Data collection for this study purpose was managed using direct interview methods.


4/8

BAB 2

STUDI KOMPARATIF

2.1. PROFIL USAHA

2.1.1. Business Profiles : Cotton Candy

This cotton candy sweets business, based on the information during the

interview, was established in 1998. Monetery crisis that hit Indonesia had caused

previous business collapsed and went bankrupt, causing the business owner started to sell

cotton candies on the street. Situated in Empang, South Bogor district, the business owner

realised the potential of producing cotton candy. It wasnt a difficult job, it didnt require

particular skills, it didnt need specific equipment or tools, and (at that time) relatively

easy to sell to schools and children nearby.

After years of producing, this cotton candy manufacturer is still doing the same

business, but different in terms of quantity and roughly 100 resellers selling his product.

This cotton candy business is admitted to have been covered by national television and

that the business is popular bamong local cooperation and MSMEs agency, as well as

distric administrators in Southern Bogor.

2.1.2. Busines Profile : Bening Jati Anugrah Food; A Frozen Food Manufacturing

Company

Bening Jati Anugrah Food is a small medium enterprise manufacturing frozen food from

ocean fish as raw materials. Using Bening Food as its brand, this business is located in

Kampung Jati Parung RT 03/RW 04 Parung Village, Parung Distric, Bogor Regency.

Huge market potential and the intention of creating job opportunities are the main driving

factors for this business to establish.

Bening food produces frozen food products, such as fish and shrimp nuggets,

ekado, fish meatballs, siomay, keong mas, tempura, otak-otak, etc. In terms of quality,

Bening Food pays close attention to regulation, licenses, official sertifications, and other

papers related to product quality, such as license for hygene and sanitation, license form

National Agency for Drugs and Food Controls (BPPOM), and halal certificate.

2.1.3 Business profiles : Hot Crispy

Hot Crispy is a food processing business that was established in 2005, or roughly

about 10 years ago. Products offered are fried chicken leg quarter and some other drinks


5/8

and beverages. The company vision is by faith and religious aspects, company wishes to

become the most advanced and most competitive in Indonesia, while its missions are to

provide job opportunities and to satisfy the customers.

2.2. Comparative Analysis on MSMEs

2.2.1. Marketing aspects

A. Customer Segments.

From those three MSMEs interviewed, there are differences in their market

sgement decisions. Hot Crispy and Cotton Candy serve only two market segments,

general segments and specific orders (e.g. catering), while Bening Food has managed to

define its market segment way further than the other two, based on customer wants and

demands. It has four segments, i.e. general customer, modern retails, Horeca, and

housings. Different segments that are addressed by Bening Food has an implication on

different types of products and their product grades, while Cotton Candy and Hot Crispy

only manufacture one product and only one grade for both segments

B. Marketing channels

With various market segments that are aimed by Bening Food, this forzen food

company has also managed several specific marketing channels, which are very much

optimised to communicate to different market segments. There are six marketing

channels currently optimised, walk in customer, modern retail shop, supplier, agents or

reseller, and digital marketing such as company website and through online shop portals.

These marketing channels have profound impacts on marketing coverage, although the

transportation and logistic issues occasionally interfere.

On the other hand, Cotton Candy has a very limited marketing channels, only

local salesman/seller, and custome orders. The business owner doesnt intend to use other

channels due to primary reasons of being in over demand situation, thus, less urge to

establish other alternatives.


6/8

C. Business developement

From the interview, all those business owners stated their perspective upon their

own business situation and business forecast. Bening Food owner claims that her business

are having a great growing trend. She mentioned her plan on having more halal

certificates, indicating new products or new variants.

Cotton candy business owner implies different perspective by saying a steady

situation for his business. This is likely as a result of his paradigm of not going to develop

any further for this business, and that he has felt enough by current situation. From Hot

Crispy, there was statement saying that the business is in declining situation

D. Development Plan

In relation to the previous point, it is essential for business owners to have

diffferent strategies for their business development. Hot Crispy mentions the idea of

establishing new outlets in other locations to tackle its declining issue, while Bening

Food has other specific strategic plans to develop its business following the business

segmentation. The plans are expanding Bening Mart (its own retail store) distribution

network, getting more agents/resellers for its frozen food distribution, and opening its

own fast food restaurants in several tourist destination objects, judging the fact that the

customers there arent really price sensitive.

For cotton candy manufacturing, the business owner feels the need to maintain

the production quality on current (or possibly better) level. The reason for this is because

the production are more of manual labour works, and not using machines. This cause

wide range on output quality. For its machine-based production of cotton candy,

commonly called fluffy cotton candy, the plan in question is much limited to machine

capacity and power consumption factors. By maintaining the product quality, the

customers are expected to be loyal to his product.

2.2.2. Human Resources Aspect

According to the interviews, Hot Crispy recruits staff for its chef, waiter/waitress

and cashiers, while Cotton Candy only hires people for production and packing, the other


7/8

functions such as accounting and purchasing are dealt with the owners family member.

For Bening Food staff, they are in production, front office, and packaging division.

In terms of HR development, Hot Crispy provides training for staff who requires

training in cooking, serving the customers, and also as cashiers, Bening Food is also

giving training to employees. For recruiting, Hot Crispy requires a minimum Senior High

graduates and or experienced in cooking, serving, or cashier. Cotton Candy

manufacturing doesnt require specific qualifications as it is dealt with family and the

jobs are only for simple processing stages. Bening Food also run by the family members,

and employees education ranges from elementary to senior highs graduates.

2.2.3. Financial Aspect

A. Net sales.

From the interview, Cotton candy production is estimated to have quite large

gross sales. In only three days, a reseller/sales is estimated to generate as much as

Rp800.000. With at least 150 sales force working at Cotton Candy, the company is

estimated to earn Rp400 Million as total gross revenue per month. On the other

hand, Bening Food records a range of revenue around Rp400-500 milion/month.

B. Companys profit

The interview didnt manage to get detailed and factual information about business

profits, however Cotton Candy give us a glimpse information of 10-15% of profit, from

Rp40-60 million/month.

2.2.4. Production Aspect

A. Product variation.

All three micro small medium enterprises (MSMEs) have different product

variation and mostly caused by industrial type and condition. Hot Crispy is a food

precessing business that produces crispy fried chicken (chicken leg quarter, lower and

upper part). Cotton Candy runs business in snacks category and produces only one type

of cotton candy product, while Bening Food is a food manufacturing company which has

32 variations of products.


8/8

B. Production capacity.

In general, Bening Food manufactures their products with wide range of variation

From 32 variations in total, Bening Food is able to produce 400-500 kg/day, or equivalent

of 10-20 tons per month. On the other hand, Cotton Candy manages to produce roughly

30-40 kg/day

C. Production time

In relation to its production time, Cotton Candy operates in a more flexible time,

starting from 08.00 AM for 6 days in a week. Bening Food also starts its business at

08.00 and ends it at 15.00 for 5 working days (closed on the weekend).

D. Raw materials

Cotton candy business owner informed his perspective on the source of raw

material for his production. Sugar, rice crackers and flour are bought from a nearby

wholesale or from the local market nearby. Bening Food business owner said during

interview that all frozen fish as the raw materials for the production are supplied by

several suppliers.

E. Production equipment

It is stated during the interview that Bening Food has been using rather

sophisticated equipment and quite advanced production technology. It is easily

recognised by the fact that there are 20 tonnes of cold storage in the factory. On the other

hand, Cotton Candy producer uses 100% basic technology (manual labour) simply

because the manufacturing process is very basic, while modern equipment requires a

significant intake of electricity.

Documents

Studi Analisis 3 UKM di Kota dan Kabupaten Bogor