3) Teknik dan Pengolahan
Memaksimalkan penggunaan sumber daya energi yang ada di kebun, antara lain: sinar matahari, bahan bakar kayu dan sekam kopi untuk proses pengeringan, memanfaatkan sumber air yang ada di Kebun sebagai penggerak Micro Hydro Power untuk mengganti PLTD.
Menerapkan sistem jaminan mutu Utz Kapeh (kopi), Hazard Analysis Critical Control Point / HACCP (teh) serta manajemen ISO 9001 (karet) secara konsisten dan penerapan GMP (Good Manufacturing Practices) pada pengolahan seluruh komoditi.
Mengembangkan produk loss pack baik dari mutu lokal maupun mutu ekspor seiring dengan semakin banyaknya produsen Teh kemasan skala home industri.
Membuka peluang pasar baru dengan memproduksi green bean mutu premium dalam kemasan skala kecil (< 1 % defect) dengan merk Industri Hilir.
Mengembangkan usaha baru yaitu produksi gula tebu, Cafe Rollaas, Wisata Agro di kebun-kebun, Veneer dan pabrik teh hijau.
3.2. Strategi Bidang Pemasaran
1). Komoditi Perkebunan
Komoditi Perkebunan merupakan “barang komoditi” (commodities goods), di mana posisi tawar lebih berpihak kepada pembeli ( buyer’s market ) dan terbentuknya harga sangat dipengaruhi oleh kondisi supply dan demand di pasar dunia, maka strategi bidang pemasaran yang ditempuh antara lain, untuk komoditi :
a. Karet
• Menjaga konsistensi mutu yang dihasilkan.
• Perencanaan penjualan selain disesuaikan persediaan barang, ketepatan dalam penyiapan barang sesuai jadual pengapalan, juga mempertimbangkan trend harga komoditi, kapasitas gudang serta kebutuhan modal kerja.
• Penjualan dilakukan melalui tender dan free sale yang dilaksanakan oleh PT KPBN
3) Techniques and Management
Maximize the utilization of energy resources at the plantations, i.e. sun ray, irewood, cofee husk for drying process, utilize the water at the plantation as the activator of Micro Hydro Power replacing Electrical Power Activator.
Consistently implement the quality standard system of Utz Kapeh (cofee), Hazard Analysis Critical Control Point/ HACCP (tea) and Management of ISO 9001 (rubber) and implement Good Manufacturing Practices/GMP in the management of all commodities.
Improve the loss pack product either from the local or export quality as for the higher producer of packed tea for home industry scale.
Open the opportunity of new market by producing premium quality of green bean in small scale packaging (< 1% defect) using the brand of downstream industry. Improve the new business i.e. sugar cane production, Cafe Rollaas, Agro Tourism at the plantations, Veneer and green tea factory.
3.2. Marketing Strategy
1). The commodity of plantation
The commodity of plantation is
the commodities goods, where the bargaining position is more on the buyer’s market and the decided price is very influenced by the Supply and Demand condition in the world market. Therefore, the marketing strategy used are the following :
a. Rubber
• Consistency in the product
quality.
• Selling plan is adjusted not only
to the good supply, promptness in preparation of good shipping schedule, but also to consider the commodity price trend, the warehouse capacity and Work Capital need.
• Selling is done through the Tender
and Free Sale done by KPBN PTPN Jakarta. The selling price is based
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on the market strength as guided by SICOM and the world market condition.
• Apart from maintaining the
traditional market segment, it keeps finding out new market and improve the optimum premium (especially for Small Bale).
b. Cofee
• Consistency in the product
quality.
• As coffee is a daily product, in
order to maintain the price in the market, the marketing system is done by considering between the initial supply, the estimate current yearly production and considering the production and price trend of commodity in world market.
• Selling system is done by opening
Long Term Contract, Free Sales/ Outright Sales and Tender system. While the price refers to the London Terminal Market (LTM) and NY ”C” and keeps paying attention to the market selling strength.
• Marketing Policy of PT KPBN and
PTPN XII (Persero) is to maintain the traditional buyers which have been existing for a long time. PTPN XII (Persero) recently very actively participates in various exhibitions, not only outside the country (Italy, Korea, USA, Australia etc) but also inside the country, with the expectation to get more new buyers and new destinations.
c. Cocoa
• Consistency in the product
quality.
• Selling plan is adjusted not only
to the good supply, promptness in preparation of good shipping schedule, but also to consider the commodity price trend, the warehouse capacity and Work Capital need.
Jakarta, harga jual berdasarkan kekuatan pasar yang berpedoman SICOM serta kondisi pasar dunia.
• Di samping mempertahankan pangsa pasar tradisional, tetap berupaya mencari pasar baru serta meningkatkan premium mencapai optimal (khususnya Small Bale). b. Kopi
• Konsistensi terhadap mutu yang dihasilkan.
• Karena produksi kopi bukan daily product, maka untuk menjaga eksistensi di pasar, sistem pemasaran kopi dilaksanakan dengan memperhatikan antara persediaan awal, estimasi produksi tahun berjalan dan mempertimbangkan produksi serta trend harga komoditi di pasar dunia.
• Sistem penjualan dilaksanakan dengan membuka kontrak jangka panjang ( LTC ), penjualan secara langsung ( free sales / outright sales ) dan sistem tender, sedangkan harga berpedoman pada London Terminal Market ( LTM ) dan NY “C” dengan tetap memperhatikan kekuatan / daya beli pasar.
• Kebijakan pemasaran PT KPBN dan PTPN XII (Persero) adalah tetap mempertahankan pembeli tradisional yang yang sudah lama terbentuk, dan PTPN XII (Persero) akhir-akhir ini sangat aktif mengikuti setiap pameran, khususnya yang diadakan di luar negeri (Italia, Korea, USA, Australia) di samping pameran di dalam negeri, dengan harapan mendapatkan pembeli dan destinasi baru.
c. Kakao
• Konsistensi terhadap mutu yang dihasilkan.
• Perencanaan penjualan selain disesuaikan persediaan barang, ketepatan dalam penyiapan barang sesuai jadual pengapalan, juga mempertimbangkan trend harga komoditi dan kapasitas gudang serta kebutuhan modal kerja.