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I N T E R N A T I O N A L
E D U C A T I O N A L
T R I P A N D
C O M P A N Y V I S I T
T O C L E A N
A U T H O R I T Y O F
T O K Y O
M E T R O P O L I T A N
G O V E R N M E N T
R E P O R T
HANIF RAHMATULLAH
NIM 120820160061
MASTER OF MANAGEMENT
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PART 1Marketing Analysis Report
1.1 Marketing Mix in Tokyo Market
A. Tsukiji Fish Market
Tsukiji Fish Market is located in Tsukiji area in Chuo district, Tokyo. This fish market is a wholesale center for fishing stock of fish and agricultural products. Every single day, this market receives no less than 2,800 tons of fresh fish supplies from various fishing sites.
Not just anyone can see the fish auctions directly in Tsukiji fish market, only those who want to buy only allowed to see the auction, it is previously caused by the number of tourists who come to visit but do not make the purchase of fish and bother the direction of fresh fish into the tsukiji market.
B . Ameyoko Market Ueno
Ameyoko is the name of a region which is famous as Tokyo society kitchen. In this place foods
are sold at a cheap price. The name ameyoko taken from the American-yokocho or American
street, because in earlier time many products and people from US were passing around in this
place.
C. Ginza
Ginza is one of the most luxurious areas in the Tokyo area. In this area there are various restaurants, department stores, boutiques, cafes. The most distinctive of the Ginza is there are luxury
Product Price Place Promotion
In its development, tsukiji market not only serves as a fish auction but also used as a place to sell seafood products such as crabs, octopus, clams, and snacks such as chips and smoked fish. In addition, the tsukiji market is also provides ready-to-eat foods such as octopus, shellfish, crab, sushi, and other product such as
Product Price Place Promotion
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goods that have their own building buildings such as Abercrombie & Fitch, Louis Vuitton Gucci Chanel, and Dior.4. Harajuku
Harajuku is the name of the area around the shibuya district. This place is one of the mostly recommended place for the travelers while visiting Tokyo. In harajuku there are some famous stores like Daiso and others. In addition, harajuku is often used for art performances in certain time.
1.2 PESTLE Analysis
Object : Tokyo Metropolitan Government (TMG)
A. Political
Tokyo is a prefecture consisting of 23 districts including Edogawa, Katsushika, Adachi, Nerima, Itabashi, Arakawa, Kita, Toshima, Suginami, Setagaya, Shibuya, Nakano, Ota, Meguro, Shinaawa, Koto, Sumida, Tito, Bunkyo, Shinjuku, Minato, Chuo, and Chiyoda.
Analysis:
In general, the departments at TMG are similar to the departmental division in Indonesian local government, but TMG divides tasks and responsibilities in more detail, in addition, there are some departments that may not be existed in Indonesia such as Central Wholesale Market, labor relations commission and office of youth affairs and public Safety
Product Price Place Promotion
Ginza provides architectural designs such as western model buildings as a
Product Price Place Promotion
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B. EconomicTokyo is one of world financial centers which the urban area of had gross domestic product of $ 1,191 trillion in 2005. In addition, 47 Tokyo-based companies are mentioned on the Fortune Global 500 list. Some of which is Honda, Fuji, Sony, Toshiba and So on.
Analysis:
With 47 companies entering the Fortune 500 list, the economy in Japan especially Tokyo has got a special place in the world, known as a technology center of electronic, medical and automotive makes it easy for the Japanese government to attract the world to come to Japan, especially Tokyo to conduct economic cooperation as well as Indonesia.
Besides, known as a technology center, Tokyo is also known as a shopping center both from electronic goods, fashion, to its distinctive culinary. This attraction seems to be a magnet for tourists to visit Japan especially Tokyo. Tourists from these countries directly improve the economy of Japan, especially Tokyo and the surrounding area. This is supported by the management of markets and excellent attractions of the Japanese government, especially Tokyo as well as the commitment to apply tax-free thereby increasing the attractiveness of the original Japanese product products. Quality product, competitive price with tax-free facility, strategic place and integrated with transportation as well as promotion of word of mouth by the tourists who feel satisfied with the experience gained during in Japan.
C. Social
The majority of the population in Tokyo is in a working age with the population is about 8.5 million or 71.4% of the total population, while the rest are categorized as children and oldster with 12% and 16.6% of the population.
Analysis:
Tokyo is dominated by the productive worker, so it is not difficult for the Japanese Government, especially Tokyo to produce high quality products that can compete in the global market. In addition, Japanese culture is known for its anime or cartoon culture. Anime as a Japanese culture has spread to the whole world and consumed by children to adults. Similarly in Indonesia, most of the children's entertainment comes from the creative industries / Japanese cinema.
D. Technological
Japan is well known for its sophistication in various industries, particularly industries related to technologies such as electronics and automotive. Japan spent $ 130 billion USD on research annually and has more than 677,731 researchers, which is the third largest world's largest research and development budget.
Analysis:
Known as the center of advanced technology led Japan to have brand awareness as a country producing high tech products, with good quality. This is certainly caused by the amount of budget that is owned and allocated for the development of research-based technology. This needs to be adopted by the state of Indonesia to increase the research budget, especially in the field of technology, so the Indonesian local government is not only became a consumer of products of developed countries but also produce their own products with high-quality standard by advanceed technology.
E. Legal
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Analysis:The law in Japan is very strict, one of which is the recognition of death penalty for certain criminals. In addition, although not officially regulated, morals become a standard that controls the pattern of community life in Japan, the culture of feeling shame to do bad things and obedience to the law resulted in crime rate in Japan became the lowest in the world. Similarly, the performance of the police as quoted from the site of national geographic Indonesia, states that 98% of criminal cases successfully resolved and 99% of perpetrators brought to court.
F. Environment
Japan is famous for its clean environment, although there are no trash cans in various centers of the crowd, it is rare to find waste trash scattered on the street. Similarly in residential areas, each house has its own waste and has divided its household waste based on the type of waste to facilitate the waste officer in the separation for recycling or burning process. Japan also has several basic rule in promoting a recycling based society.
Analysis:
Indonesia should follow Japan culture which is very concerned with the environment, ranging from the manufacturing rule that regulate the exhaust gas or emissions both in vehicles and in business practices in manufacture company.
1.3 Recommendations for government in Indonesia:
Based on the marketing analysis of several markets in Japan as well as PESTLE analysis of Japanese government especially Tokyo Metropolitan Government (TMG), the authors propose some recommendation to Indonesian government both at central and regional level to adopt well-implemented things from Japan such as:
A. Management of Market
As one of the countries with the largest population in the world, the existence of the market becomes one of the important things in supporting the needs of public consumption. Good market management will increase the attractiveness for the community. Unfortunately the market in Indonesia has not become the main destination of tourists to visit in Indonesia. Slum and overcrowded market conditions, poor hygiene, less competitive prices and lack of promotion have resulted in Indonesian products being not yet a priority for tourists in visiting Indonesia. Whereas when managed properly, the market in Indonesia can be a global attraction because it can blow-up the local uniqueness in each region in Indonesia as implemented in the Ameyo market, harajuku, Ginza, and tsukiji. The Indonesian government should start thinking globally to market and display Indonesian products not only to meet the needs of the surrounding community but also to attract the attention of the global community.
B. Implementation of E Government in local government
Tokyo Metropolitan Government (TMG) as the highest authority in Tokyo prefecture, has implemented E government well. For example, all Tokyo-related information has been published on the TMG’s website. In this case, each department outlines their strategies and reports periodically the management of the Tokyo government. The report presented is available in various languages such as Chinese and English, making it easier for the public to use the information in accordance with their interests. It also shows that the Tokyo government has high accountability and transparency as well as concern for the public interest. In this case, the Indonesian government can adopt the implementation of E-government in Tokyo and apply it to the respective regional governments.
C. Development of Domestic Industry
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Indonesian government whose national industry is not well developed. The education budget of 20% of the total APBN must be really focused to advance the technology in Indonesia so as to produce products with high quality standard and competitive prices against global competition.D. Environmental hygiene
The last point that is very important to marketing Indonesia is to show that Indonesia is a cultured society, by showing the clean environment. Indonesia is often the spotlight of the world due to flooding and environmental destruction that occurred in various regions in Indonesia. It needs a change of mindset in environmental management so that people have shyness to pollute their environment.
Part I Gallery :
Tsukiji Fish Market
Harajuku in Takashita Street
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PART IICross Cultural Analysis Report
2.1 Cross Cultural Analysis
A. Differences in Value, beliefs and policies
Tokyo residents of the majority are at the working age of 15-64 years. With high productivity and work culture and its large per capita income, the people of Tokyo have a high purchasing power. Based on interviews with Indonesian working in Tokyo, shopping is one of way to entertain and spend their time. Moreover they also spent their time to gather with friends in the bar with a drink culture after work and visit the shopping center on holiday.
In terms of food, Japanese people, especially in Tokyo, like to consume various types of fish and other seafood products. However, recently, Japanese society believes that pork will nourish the body and prolong the age, so today almost all of the food in Japan has a mixture of pigs. So for the Muslim tourists need to care more in choosing foods that are allowed to eat.
In terms of automotive, not many Japanese residents have private vehicles, beside the high taxes and high parking rates, the train transportation system in Japan especially Tokyo has passed all districts with excellent management. In addition, Japanese residents have a habit of walking so they do not require a private vehicle in accommodation from one location to another. This is certainly very different from Indonesia that has been dense by Japanese-branded vehicles with low tax and parking rates and public habits in cities that are reluctant to walk and use public transportation both because of un-safety and un-comfort.
B. Acculturation process in Japan
Historically, during the Meiji reign, the Japanese legal orientation led to Europe continental, thus indirectly acculturation of culture from Europe to the government and Japanese society, one of them with the construction of European modeled buildings in Ginza as symbol of modernization that refers to western countries.
Japanese culture is increasingly mixed with the culture of foreign culture, as seen in Harajuku as a center of Japanese fashion that refers to western culture while Japanese culture in the form of clothing is not widely used in daily life unless there are Cultural festivals or custom events during certain seasons.
C. Japan World Brand
Tokyo is the base of the major technology companies in the world. they have many multinational company that dominated electronic and automotive industry such as Toshiba, Panasonic, Sony, Honda, Toyota, Mazda, Nisan, Suzuki especially in Indonesia.
The Japanese state has a very large budget in the development of its technology. To improve efficiency. various products both automotive and electronics have done by robots and partly done by low-cost Plant factories outside Japan such as china with the standardization of Japan quality.
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2.1 Recommendations for the Government of Indonesia:Based on a brief description of cross cultural analysis above, the authors provide recommendations to the Indonesian government both central and local government:
A. Understanding consumer behavior of Indonesia
Understanding of consumption behavior is very important in determining the right strategy for the achievement of organizational goals. It was pointed out above that Tokyo society has a very high consumption behavior. To accommodate this, the Tokyo government divides the central shopping center based on people's purchasing power such as Ginza to accommodate high-income, high-income people. While the Ameyo Market to accommodate people from outside Tokyo and tourists with middle income and purchasing power. In addition, because the Ameyo Market become a center of local and foreign tourists visit, the Tokyo government built a station that connects Ueno with Narita airport.
In terms of automotive, the Tokyo Government use the Japanese walking habits to build mass transportation that connects the various districts and simultaneously controls the growth rate of private vehicles so that traffic jam can be controlled. This should be imitated by the Indonesian government to cultivate a healthy lifestyle and simultaneously build a convenient and efficient transportation infrastructure so that congestion/traffic jam can be controlled while reducing the impact of air pollution in Indonesia.
B. Managing cultural acculturation
The flow of foreign culture to Japan is very high, the Japanese government enterprising cultural festivals to fortify the Japanese community from the adoption of excessive western culture. This should be imitated by the Indonesian government that experienced similar problems that people are easy to imitate the foreign culture and leave the culture or local wisdom.
C. Build a global national company
Given the fact that nearly 47 Tokyo-based companies entering the Fortune 500 list , Indonesia Government should be motivated to take advantage of globalization and to expand national brand marketing. As known, in dealing with globalization, Indonesia is more taking the position as a consumer of the global product of other countries, Japan is the best example of it. To compete with global company, Indonesia must build a national company with a global scale through increased investment in technology to develop superior products of Indonesia and to be more efficient so they can compete in terms of quality and price with other countries.
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PART IIICompany Visit analysis report Adopting Tokyo Waste Management
3.1 Why cities in Japan is very clean?
As a losing country in World War II, Japan takes a lot of time to rise from adversity, which one of them is a the destruction of Hiroshima and Nagasaki by the nuclear bomb that became the end of Japanese leadership in Asia. Until the 1960s, the Japanese rose to an industrialized country which was focused on productivity and less concerned about environmental issues. One such case is water pollution with mercury-containing wastes by the chisso Minamata plant which resulted in fish contaminated and killed approximately 1.700 victims consisting of fisher and residents who consumed seafood from contaminated sea. furthermore, as a developing industrial country, environmental pollution occur much, not to mention the household waste problems.
In the mid-1970s it was only an environmentally-driven movement initiated by the Chinokikai community in Japan that mobilized waste reduction, reuse and recycling programs. The program developed and ultimately received the support of the Japanese government with legislation-oriented recycling of wastes, one of them with the separation of the type of waste from the start of the household. Not stop there, the Japanese government, especially Tokyo, built 19 waste treatment plants across the district with details as follows:
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The information of Shin-kot Incineration plant according to its official webstes are as follows:The Construction
The Start July, 1994
The completion September, 1998
Area Approximately 61,000 square meters
The Cost Construction 87,900,003,001 1 million yen
Type of Incinerator
Takuma-type HN Full continuance combustion
Fire grate Incinerator
Maximum heat capacity 13,400KJ/kg
Maximum waste capacity 1,800 tons/day
(600 tons *3)
Waste management in Japan are held by clean Authority of Tokyo which is special local government which Tokyo's 23 wards established jointly to perform Waste management such as Intermediate Processing such as Incineration or Pulverization of Waste and Disposal of night soil.
Based on our visit experience to the shin koto Incineration Plant, we found some surprising facts such as:
1) The number of human resources employed in the shinkoto Plant is less than 60 employees, this means that advanced technology in Japan leads to highly efficiency so it does not require a lot of human resources, reduces salary burden, improves the quality of remuneration, Quality. Based on direct observation on the process of waste management at the Plant is also known that the whole machine is controlled by a computer that is supervise by some employees only.
2) The Plant assets on shin city incineration are well managed. The Plant building is about 20 years old but has excellent condition and well maintained, as well as a highly maintained sewage treatment machine. This condition can be achieved by routine maintenance of Plant machinery in accordance with adequate Standard Operation Procedure (SOP). Based on Tokyo Clean authority official website, the management of waste management in Tokyo publishes SOPs related to waste management including one of the governance of buildings in the Tokyo Government.
3) The waste Plant in shin koto may not be what many people imagine as a dirty and smelly place. The Shinkoto Inceneration is very clean and hallway in the office area is like the hallway of the hospital, very clean and very neatly arranged. Although managed a wastes, none of the scattered rubbish can be found in the Plant area.
4) Based on the official website of the Clean authority of Tokyo, the Shin Koto waste management plant provides the widest opportunity for both Japanese and foreign citizens to visit and tour the whole process of waste management directly and routinely invite school children to learn to manage the waste Good and socialize the implementation of 3R (Reuse, Reduce, Recycle) so as to nurture the understanding and care of the young generation in protecting the environment since childhood.
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The picture above describes the process of waste management with the following process details:1) The first process in waste processing is the selection of types of waste to be processed. In this case Shin koto incineration plant is a processing plant from household and restaurant waste such as food scraps, diapers, paper or boxes of plastic trash purchases, and so on. This separation is done by each household producing the waste with awareness to minimize waste production by applying reduce, reuse and recycle,
2) Household waste that has been selected and then transported from various areas in Tokyo to be accommodated in waste bins (waste pit) after previously weighed first;
3) Piles of waste in waste bunker then transported using a crane and moved the kiln with a temperature of 800 degrees Celsius. The air or gas generated from the waste pile will be used as a gas for incinerator combustion while the ash in the underlayer of the spinning will be used as a cement-making material and partly sent to the land disposal site;
4) The steam from waste-burning heat is then managed for later use as a heat energy supplement for power generation;
5) Dust or ash mixed with toxic gases is then channeled to a cooling tower to reduce heat to 150 degrees Celsius to prevent dioxin decomposition;
6) Once cooled, the airflow is then supplied to the filter bag to filter smoke, dust, dioxin, mercury, hydrogen, chloride, and sulfur. The remainder of the ash and smoke will be sent to land disposal sites;
7) The result of filtered air is then supplied to the gas scrubber. At this stage, the air is cleaned by using water and chemicals to remove mercury, hydrogen, chloride, and sulfur. The water use to treatment air will be treated and channeled to the disposal;
8) After cleaning by using water and chemicals, the next step is decomposition of dioxin and nitrogen oxides in exhaust using catalyst then air that has been free from dangerous substances flowed into the chimney to then released into the outside air.
3.2 Recommendations for governments in Indonesia
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Until now, the Indonesian government does not have industrial waste-processing Plant, waste processing is still home scale and on the initiative of each community. Therefore, it is absolutely necessary to implement waste processing starting from the separation of waste materials in household environment, RT, RW and village to recycling process based on application on shin Koto incineration plan can yield benefit in the form of waste material which can be used as material of cement and asphalt . In addition, in terms of electricity, the waste Plant can be one source of electricity with heat power and be an alternative to the use of non-renewable energy such as oil and coal.Construction of waste-processing plant in the regions in Indonesia requires a budget that is not small, taking the example of Jakarta, at least it needs four waste factories with a capacity of 1,800 tons per day. However, this waste Plant can also generate an additional income by local government by selling heat energy for power generation needs or the use of waste materials or recycled products as a mixture of cement or asphalt material. This can be an alternative to the development of Indonesia's infrastructure which is being intensively conducted by President Joko Widodo through the use of materials derived from cement and asphalt combustion which can be integrated with state-owned or regional enterprises and with the use of renewable energy derived from heat Produced in the burning of garbage as applied in Shin koto incineration Tokyo.
In addition, the construction of a waste Plant is a final solution for waste management, and it is also necessary to promote the principle of reducing, reuse and recycle (3R) to the community from an early age through school and community health centers. Moreover, it required central and local government regulations to regulate the use of product packaging that have to able to be recycled
One of the city in Indonesia which began to impose the local regulations related to waste is the city of Bandung. The city of Bandung imposed the rules that began to restrict the use of styrofoam due to the absence of a waste treatment plant for styrofoam in Indonesia, as well as the fact that there is still a low awareness of the community to dispose of waste in its place so that styrofoam waste t can lead to flood disaster.
In Indonesia, there are government regulations, namely Government Regulation No. 81 of 2012 which regulates the management of household waste and household waste. This type of waste is waste managed by Shin Koto Incineration Plant in Tokyo. Household waste is waste derived from daily activities in households excluding stools and specific waste. While the type of waste is waste originating from commercial areas, industries, public facilities, social and other facilities. Seeing the size of the population in Indonesia then this type of waste could be the largest composition of waste in Indonesia.
In this regulation also explains the master plan of waste management in Indonesia which includes:
1) Limitation of waste generation 2) Recycle
3) Reuse of waste 4) Sorting waste 5) Waste collection 6) Waste transport 7) Waste processing 8) Waste dumping
9) And funding related to waste management
This plan is divided into two, namely, waste reduction and waste management. Waste reduction is done by limiting waste generation, recycling and waste reuse, while waste management consists of sorting, collecting, transporting, processing and processing of waste.
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1) Waste with hazardous and toxic materials2) Rubbish that is easy to decompose 3) Reusable waste
4) Recyclable waste
5) As well as other waste bins
In reality, household waste is not disaggregated and incorporated regardless of its type, making it difficult for recycling, and processing by waste management officers. This is due to the lack of socialization from the central and local governments on the process of waste management when this government regulation has been 5 years mandated after its publication and the facilities provided by the local government are very rare, in fact in article 17 PP No. 81 2012 said that the district / city government provides District-scale waste disposal facility and article 18 which explains that the residential, commercial, industrial, special area, public and social management areas are required to provide TPS, TPS 3R and collecting equipment for disaggregated waste that meet the following conditions:
1) There are 5 types of waste grouping 2) Location and capacity as needed 3) Easily accessible locations
4) Does not pollute the environment
5) There is a collection and transport schedule
This directly illustrates the lack of commitment and priority of local governments in implementing the government's mandate by not providing the facility facilities in the settlementt, industrial, commercial and public and social facilities.
In addition to government regulations, the Indonesian government also have the Indonesian National Standards (SNI) in waste management issued by the National Standardization Agency (BSN) with SNI Number 3242: 2008 on waste management of settlements. This standard contains the requirements and management of urban settlement waste for non B3 domestic and domestic B3 waste types (households) by applying 3R starting from the activities in the source of waste to Waste Disposal (TPS). Requirements in waste management are divided into general and technical requirements. General requirements include legal, institutional, operational, financing, community participation aspects. While the technical requirement in the form of planning data, calculation of the amount of waste that will be managed, management classification and building type and TPS, Certification of equipment and building, and planning aspect.
Noteworthy in this SNI is the existence of community participation as one of the general requirements of compliance standards consisting of:
1) Doing waste sorting at source
2) Conducting 3R based waste management 3) The obligation to pay contributions or levies 4) Fulfillment of defined waste disposal rules 5) Participation in maintaining the environment
6) And play an active role in the socialization of environmental waste management.
Based on this, community participation becomes an important factor in the realization of national-scale waste management by the full awareness of the community through interesting and effective education and socialization to instill awareness for the community. While in fulfillment of technical requirement, one of them consists of aspect of planning data which contains the following matter:
1) Map of home distribution; 2) Area of managed area;
3) Population based on high, medium, and low income classification; 4) Number of houses by type;
5) the amount of waste per day; 6) Number of public facility buildings;
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8) Topographic and environmental conditions;9) Availability of land for TPS sites and environmental waste recycling 10) Characteristics of waste
And the determination of the amount of waste managed include:
1) Total population
2) Sources of waste (shops / small markets, hospitals, roads / canals, parks, places of worship, etc.), 3) Large amount of waste per each source of waste
Based on this explanation, in waste management, there are many inaccuracy in the determination of technical standards of waste management such as the area managed that exceeds the standard so that the waste accumulates due to insufficient capacity, the error in determining the amount of waste in the source of waste such as the market so that at the end of selling the waste in market Often piled up and scattered on the streets due to the waste basin load that is not up to standard. Therefore, a common commitment is required to implement government regulations to create residential, industrial, commercial, public and social-friendly areas.
In Practice, the Government of Tokyo and Indonesia have conducted international business collaboration through investigation of the implementation of 3R, especially in DKI Jakarta area as the capital of the country and the business center of Indonesia which became the object in the implementation of waste management especially related to the handling of waste that is more abundant due to the urbanization that developed with Very massive and became very serious issues. This collaboration is conducted by conducting exchanges including training and workshops taking place in Jakarta and in Tokyo. This collaboration is an initiation of the living ministry and the Clean Authority of TOKYO. This collaboration resulted in a Letter of Intent containing an agreement between the two parties regarding the awareness of the importance of sharing issues in promoting good solid waste management as well as the exchange of information between the two parties as well as the joint efforts of realizing HR exchanges related to municipal solid waste management as a form of technical cooperation in the future.
This cooperation should be developed not only in the exchange of human resources but also the technology transfer cooperation in efficient solid waste management and generating economic benefits for the surrounding community. This cooperation also needs to be expanded not only in DKI Jakarta but also in other city like Surabaya, Bandung, Makassar because the problem of waste management become problem in all area.
PART 3 Gallery
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Waste Processing Diorama in Shin-Koto Incineration PlantReferences :
Waste Report 2017. Clean Authority of Tokyo
PP 81 tahun 2012
SNI 3242:2008
www.olahsampah.com
www. Metro.tokyo.jp
www.britanica.com
www.infojepang.net
http://nationalgeographic.co.id/berita/2016/08/mengapa-tingkat-kriminalitas-jepang-terendah-di-dunia
https://id.wikipedia.org/wiki/Tokyo
https://www.britannica.com/topic/Japanese-law
