I.
MARKETING ANALYSIS
Topik : Traditional Market of Japan
Tsukiji Fish Market
In marketing communication, an easy and flexible approach is required in the marketing mix. Marketing Mix is a unique product, promotional and pricing strategy designed to generate mutually beneficial exchanges with the intended market. But now it is growing not only in terms of product, promotion and price. But also about place, people, process and physical evidence, it is obviously very useful for the application of this concept in marketing communications.
In marketing communications there are several integrated elements embodied in the integrated marketing communication mix, which are the marketing mix, then the promotion mix which is actually part of the marketing mix, but is now more specific. And there are certain marketing communication strategies, such as segmenting, targeting, pricing and positioning strategies, in the marketing mix. All of that back to the condition of service companies that implement it. In the marketing mix of service companies in particular, there are elements or elements that become the basis of consideration of decision making in marketing komunikasu strategy, namely 4P plus 3P stand for :
Product- Price- Place- Promotion- People- Process- Physcal Evidence.
Japan, one of the countries worth to visit if you want to spend time for a vacation. When we visited Tokyo in July, one of the destinations visited was Tsukiji Fish Market. I will try to discuss and analyze Tsukiji Fish Market based on 7P.
1.
Product
Tsukiji Fish Market is the largest fish market in the world, making it a popular tourist destination in Tokyo. One cause is the number of products sold in Tsukiji Fish Market. In addition to providing fresh fish, this market also sells food, snacks, sushi, cookware and souvenirs typical of Japan. In the market outside Tsukiji Fish Market there are about 400 stores offering their products. Most of the stores provide samples for us to taste, like pieces of fish, sushi, fruits, tamagoyaki (egg rolls) long enough queue. In addition to a small snack for tasting water is also provided free beverages.
2.
Price
Price is one element of marketing mix that can be controlled by the seller. Price is the determination of product sales at once will affect the seller's income.
In terms of price, the Tsukiji Fish Market provides excellent prices so as to compete with other fish markets, in addition to fresh fish provided, complete and large quantities, the price was the cause of why this market becomes big.
If lucky, we can get sushi fish as much as 6 pieces at a price of only 800 yen. But if you want to taste fresh cut tuna, we can buy it at 700 Yen / oz. And most interesting we can eat fish while looking at fresh fish cut by the traders in front of us. Price in Tsukiji Market is the wholesale price and the auction results so it definitely becomes cheaper than other markets. It is true that Tsukiji Fish Market is said to be a fish market paradise, so it can attract a lot of customers who come from both inside and outside Japan.
3.
Promotion
Promotion is an activity to communicate seller to announce their poduct or services, either directly or through media to influence potential buyers to buy their products or services.
With the concept of promotion, Tsukiji Fish Market makes sales promotion by direct concept to increase sales of their product. Promotion Scale includes various types of equipment that has unique properties such as coupons, Discount, gift and others. In the vicinity of Tsukiji Fish Market, the dividing road between the inner and outer markets, there are many Japanese snack fish sellers (Similar fish shreds). One of the unique merchants I met hawked fish in neat clothes and screamed loudly to attract buyers. In addition they provide a tester to passers-by.
Some promotional tools used in Tsukiji Fish Market are:
4.
Place
Tsukiji market is a parent market located in Tsukiji, Chuo city district, Tokyo. Tsukiji market began its official operation on February 2, 1935 and is the oldest market. This market is the largest fish market in Japan, even in the world so visit the market Tsukiji always included in the list of holiday itinerary in tokyo. Tsukiji is part of the Tokyo Central Wholesale market, handling 87% of all marine products produced. This makes Tsukiji the largest fish market in the world, processing more than 450 species of sea catches weighing 2000 tons per day. Strategic place and easy to reach with the existing transportation because it is located in downtown Tsukiji Fish Market.
5.
People
6.
Process
Outer Tsukiji Market
Visitors are free in and out of the market, but access is limited to the outside market area only, while the market in imposing visitor quotas per day. This market resembles the wet markets we used to see in Indonesia, but of course merchandise is dominated by fresh fish. Many sellers also sell souvenir shops, clothing stores, cooking utensils and restaurants that are open before sunrise. PasarTsukiji is also famous for its fresh sushi restaurants, which each morning must have a long line for those coming out into the inner market.
Inner Tsukiji Market
Inner Tsukiji market is where the real trading and business center is located. In this great hall fish buying and selling activities occur, accompanied by thousands of aquariums, cooler boxes, fresh fish meat is being cut to pieces complete with the floor defender. Check and smell of fishy fish. The activities at the Inner Market start at 3 am, when the intermediaries pay attention to and estimate the price of the sea catch that will be auctioned. At 5pm the auction begins and finishes until the fish are auctioned off. After that the fish will be brought to the stand of each to be immediately purchased. This activity takes place around 7 am to 11 pm, making those hours as the busiest moments in Tsukiji Fish Market. Inner Tsukiji market is completely closed to the public. Only those who have registered are allowed to enter the inner market area, especially to witness the tuna auction activity.
7.
Physical Evidence
With the increasing complexity of banking transactions, innovation and product development are needed to address these challenges. Building is part of physical evidence, a characteristic that becomes a value-added requirement for consumers. Physical evidence that can make Tsukiji Fish Market has its own character and added value is its comfortable and clean building.
Our visit after the seminar was to visit the Asakusa which contained Sensoji Temple. Sensoji Temple is the oldest temple in Tokyo that is very crowded and also one of the favorite tours in Tokyo for both locals and tourists from abroad. However, from my personal observation most of the visiting is not from Japanese citizens themselves but foreign tourists or foreigners who work in Japan. They usually come with his family or his entourage to just travel to Sensoji Temple is because this temple is pretty well known abroad. As for most Japanese citizens come to pray at this temple.
Overview of Sensoji Temple. Asakusa is an area in Taito, Tokyo, Japan which is famous for Sensoji Temple. This temple is one of the oldest Buddhist temples in Japan specifically in Tokyo that was built around the 6th century, some are mentioning exactly in the year 645. Early his two brothers named Hinokuma Hanamari and Hinokuma Takenari found a statue of the Goddess Kannon or more known as the goddess of compassion on the river Sumida. In honor of Dewi Kannon, the village chief finally decided to build an early temple called Asakusa Kannon Temple which we now know with Sensoji Temple.
Before going to the main temple, we pass through the Gate of the God of Thunder. There is a large red lantern called Kaminarimon. According to Japanese belief, the gate of Kaminarimon as a skate between real life and the world of religion.
T
he main gate of the Sensoji Temple complex is called Kaminarimon Gate which is right in front of the entrance to the Sensoji Temple complex. After passing through the main gate, we found a magnificent five-story red pagoda, and had a main "hall". Next to it was a building with a clear and cold water source, as cold as the air that blew in Tokyo at the time. The visitors then took a dipper, then washed their hands and mouths. It is said to aim at purifying oneself, including cleansing all sins before entering the temple. Like the Balinese, if they enter the temple, people must purify themselves with "tirta" just before the religious ceremony. This is very impressive, because in the middle of supermaju technology, Japanese people still believe in the teachings of their religion. They are so obedient to follow every rule of the temple, so it looks so orderly and solemn. What is in this Asakusa Shrine gives inspiration to the Balinese that as sophisticated as any technology today, we do not forget or abandon the traditions and teachings of religion. Moreover, this kind of noble heritage in Japan is hard to find in any hemisphere, so it must be saved from the scour of the times.On the other hand, I witnessed a place of burning the great incense. At that time a number of people wagging incense (hio) into their bodies. Some people believe, such a way is able to cure diseases in their bodies, including preventing other diseases.
While in the main hall, a number of Japanese people pray in front of Kannon, Goddess of Mercy. There are also residents who throw wooden bars. These woods are also believed to know their luck or their fate later. Next, people put some coins, then shuffle containers that contain wooden bars to the outside of the wooden bars. More unique, the wood contains numbers. The people who took it immediately headed for a closet to look for a piece of paper that matches the number shown on the wooden bar. Apparently on the piece of paper it contains the forecast of the future of the holder. Setelah melewati Kaminarimon Gate kita akan di suguhi dengan deretan toko toko yang menjual aneka oleh oleh khas Asakusa dan berbagai jenis jajanan khas Jepang, area tersebut di kenal dengan Nakamise Dori. Disini kita bisa belanja berbagai gantungan kunci atau pun lukisan khas Jepang, ada pula kaos kaos yang bertuliskan Kanji Jepang yang tentunya harga dari semua itu lebih terjangkau.
From Nakamise Dori then we will see Hozomon Gate is a gate like Kaminarimon Gate but with a larger building shape. On its right there is Bentendo Hall and on its left there is a 5-level pagoda called Five Storied Pagoda. Pagoda and Hozomon Gate are adjoining this ordinary he took a lot of pictures by the tourists because the image of both of them will feel better when taken simultaneously.
Hondo. In addition to the main entrance in front there are two more to the left and kana of this building which is used as the exit of the visitors who finished praying.
If we go out from the left then we will see another building of this Sensoji Temple complex between Yogodo Hall, Yakushido Hall and Awashimado Hall. Whereas if we come out from the right we will see Komagatado Hall which each of its functions also to pray to the gods.
The other interesting thing in Asakusa is Jinrikisha which is a pedicab pulled by people who will take us around Asakusa with explanation from every place by his rickshaw puller. Rickshaws here are not the same as pedicabs in Indonesia, becak has 3 wheels in Indonesia and is pedaled like a bicycle while in Asakusa becak is more like a delman with 2 large wheels and one stands in front of pulling and holding the pedicab so as not to fall. Thus most rickshaw pullers in Asakusa are dominated by muscular and young men. For rates ranges from 3000 to 6000 yen. As for his culinary tour inside the complex Sensoji Temple there are many hawkers who peddle typical Japanese snacks such as Takoyaki, Yakitori, Karage and others as his. Exactly these merchants are to the right of Hondo or the main building of Sensoji Temple close to the exit.
When we visited Japan, on the night of July 29, 2017 held Sumidagawa Fireworks Festival. Arguably this is Japan's largest fireworks festival held on the Sumida River in the Asakusa area. It is also one of the oldest festivals held in the capital with a history of 300 years, which means the festival is awaited and attended by citizens of Tokyo. It is also one of the few fireworks festivals that are broadcast every year. The Sumidagawa Fireworks Festival is the largest fireworks festival in downtown Tokyo. This fireworks party is held along the Sumida river, a large river that divides Tokyo, in Asakusa area, Tokyo Sky Tree to Ryogoku. We can see more than 20 thousand large fireworks shining on the Tokyo sky between skyscrapers. The festival is held the fourth Saturday of July every year, and in 2017 was held on July 29, 2017 from 19.05-20.30 hours.
Heavy rain flooded the Asakusa area since the afternoon, but it did not discourage the Japanese people from watching the fireworks festival. The crowded station is crowded with Japanese and tourists who want to see the festival. The train we were riding was very full. Most Japanese women look elegant in Yukata's clothes. Some foreign tourists did not want to miss, they also put on a rented Yukata. Initially this festival began about 400 years ago in the Edo period. In 1732 there was a famine which caused many deaths from starvation. In the following year, to commemorate the victims who died and begged to be free from disaster, the 8th Shogun Tokugawa Yoshimune held a "Fireworks Festival at Ryogoku Gawa (River Ryogoku)" called Suijinsai. At that time, the event was only launched 20 Suijinsai fireworks. Despite the rain but the fireworks festival is still running, some roads are closed, the Japanese police are everywhere to secure the situation. The Japanese looked enthusiastically at the sight even though the rain was quite heavy. We were very impressed with their enthusiasm.
We saw that the discipline of Japanese society on a daily basis is included in the ordinance of praying at the temple, such as in Sensoji Temple. In fact, we must imitate how the Japanese increase their spirituality in the temple, so as to be able to face the progressive times, and always innovate with the technology. How they also work very hard with great vigor should be an example. Even elderly Japanese citizens are still busy working, they feel ashamed if they do not have a job. They are still the spirit of work among them become ticket guards, traders, and road regulator.
the Japanese nation to rise and become a successful country and able to compete with developed countries in Europe and even able to compete with the American in some sectors. Japan shows the world that they are able to compete with the developed countries of the world, has even encouraged the country in Asia to achieve its independence after Japan was able to free itself from the occupation of the Russian state. The progress of the Japanese state is due to the government and the important figures of the country always teaches its people to appreciate and want to preserve its culture, and it is proven that Japan is a world famous culture world, even the world famous Japan because its culture is known by the society almost around the world. Japanese culture has a uniqueness and high aesthetic value that is able to attract the attention of thousands of pairs of eyes in the world to be able to directly witness it, causing the lover to come to the country. Japanese cultures include the traditional clothes of "kimono" and "yukata" clothes, kimono clothes are the daily clothing of Japanese people in the masalalu, but now kimono clothes have become something exclusive so that only used in certain events. As for the other is the yukata clothes are other traditional japanese clothes, yukata clothes are the same thing with kimono clothes, it's just this clothes are used when summer alone so often called summer kimono clothes. Yukata clothes are also not too expensive compared with kimono clothes so that each can easily have it.
The progress of the Japanese state is due to the government and the important figures of the country always teaches its people to appreciate and want to preserve its culture, and it is proven that Japan is a world famous culture world, even the world famous Japan because its culture is known by the society almost around the world. Japanese culture has a uniqueness and high aesthetic value that is able to attract the attention of thousands of pairs of eyes in the world to be able to directly witness it, causing the lover to come to the country. Japanese cultures include the traditional clothes of "kimono" and "yukata" clothes, kimono clothes are the daily clothing of Japanese people in the masalalu, but now kimono clothes have become something exclusive so that only used in certain events. As for the other is the yukata clothes are other traditional japanese clothes, yukata clothes are the same thing with kimono clothes, it's just this clothes are used when summer alone so often called summer kimono clothes. Yukata clothes are also not too expensive compared with kimono clothes so that each can easily have it.
In addition, Japan's love of the original culture is exemplary by Indonesia. In fact they have their own way to preserve the hereditary cultures in order to be used until the future. The government requires its citizens to continue to use the relics of ancestral goods until now. This is done so that the crafts will not be extinct in the modernization era. Among them are Kyo-Ningyo or traditional Kyoto dolls with various forms. These dolls not only as toys, but also often used as a talisman repulsive reinforcements by the owner. These Kyoto dolls were previously only owned by the noble children of the Heian Age (8th to 12th centuries). But nowadays, anyone can have these dolls that have become increasingly diverse from ukiyo dolls (dolls representing commoners), humble puppets (representing the Imperial Girls' Festival), gogatsu dolls (for the Boys Festival) and still Many others. There are also items such as traditional fan, mask, lanterns to the base of food that until now is still used and conserved by the Japanese community. However, do not be surprised if the selling prices of a number of crafts jumped high. As the times progressed, various modifications were made to better appreciate the relics. One of them is an altar that can still be found in various homes of Japanese citizens.
III.
COMPANY VISIT
After we visited the Shin-Koto Incineration Plant, Clean Authority of Tokyo, Tokyo Metropolitan Government, provides my recommendation inrelations to the possibility of city government in Indonesia, particularly for How to build people awareness in Indonesia to manage waste properly from the garbage collection from the household, then collected by dinas kebersihan and dumped at the landfill
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In the mid-1970s, began to awaken the environmental care community movements in various cities in Japan. The community was awakened to sort out garbage so as to facilitate the management. Reduce garbage disposal, reuse and recycle. Their movement called 3R is Reduce, Reuse and Recycle. Only about 20 years later, after seeing positive developments and great support from all Japanese society, the Law on waste processing was passed by the Japanese Parliament. In June 2000, the Law on the Recycled Oriented Society of Japan was approved by the Japanese parliament. Previously, in 1997, the Recycling Package or "Containers and Packaging Recycle Law" was first approved by Parliament.
The rules of disposing of garbage in Japan are rather complicated. The waste disposal uses the 3R principle of Reduce (reducing waste production), Reuse (reusing existing waste), and Recycle (turning waste into new goods). In principle, waste is divided into four types, namely:
1. Moeru gomi (Waste that can be burned) for example: paper, food wrapping paper, tissue, plastic, food scraps and kitchen waste.
2. Moenai gomi (Waste that can not be burned) for example: scrap metal (spoon, fork, etc.), broken pot, plastic, glass, cans and bottles.
3. Sodai gomi (Trash) for example : Home furnishings, household electronics, bicycles, etc. 4. Shigen gomi (Waste that can be recycled) for example: used tins, used bottles, old newspapers.
In every house, the garbage must be washed and started to be separated according to 8 types, namely:
1. Kitchen waste that is used as fertilizer
2. Paper: books, cartons of used goods, cartons of drinks, etc. 3. Iron and aluminum: canned drinks, iron kitchenware, cutlery etc. 4. Plastic: plastic bottle, plastic shopping bag, children toys, ect 5. Rubbish containing chemicals, such as rocks and thermometers 6. Glass: light bulbs, plates, glasses and other household appliance 7. Disposable cooking oil should be inserted into the bottle
8. Fabrics: clothes, pillows, bed sheets, etc
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It is a habit of Japanese citizens that they throw garbage neatly. The garbage is wrapped in a transparent plastic bag (not dark). Each region publishes plastic bags of different colors and written regional names. If dumped in other areas will not be transported by the officers. Paper waste is dumped in paper containers such as used paper bags. Used books or newspapers tied nicely, and so forth. This habit of making garbage cans in Japan does not smell.
After being separated by their respective species, the waste will be taken by the garbage officer. Day of disposal for each garbage is different, so there is no garbage piling up. Japan's waste disposal schedule is issued by each local government once a year from April to March in the following year, Each region has different schedules so there will be no collisions. This timetable is very important because it becomes one of the benchmark in disposing garbage in Japan. Do not get the wrong day because it will not be transported. This causes the environment in Japan is always clean.
One more thing, for waste cooking oil or cooking oil, it should not be thrown into the drains. It is feared to contaminate ground water. Therefore, in Japan sold powder that serves to freeze the rest of the cooking oil. The powder was sprinkled over the oil until it turned into a gel. After that, gel-like jelantah oil can be disposed of in the trash. The interesting thing about the waste disposal procedure is the obligation to pay for each item of all items to be disposed of. For example television waste about 1000 yen or 100 thousand rupiah, refrigerator about 3000 yen or 300 thousand rupiah and garbage can reach 10.000 yen or about 1 million rupiah. Then contact the garbage officer and make an agreement when the garbage will be taken. Or by bringing your own large trash to a large garbage disposal facility called Shigenka Center or Gomi Centa during working hours.
1. The Role of Educational Institutions in Waste Management
Gomi Zero Program At Hiroshima City University. Students Down To The Way To Clean Up The Garbage. The role of educational institutions in waste management is very important. One function of educational institutions in terms of waste management is to awaken the younger generation of Japan about the ethics, dangers and bad effects of waste through the education path from an early age. One of the interesting things is not only teach the theory but also actively participate directly by mobilizing all students to clean up the garbage inside the school environment and surrounding areas. This kind of program in Japanese society is known as gomi zero, gomi means garbage and zero means zero so it can mean movement there is no garbage. Not only in kindergarten and elementary school, gomi zero programs among educational institutions are also conducted up to university level in the same way as primary school children, ie cleaning up the environment within the campus and beyond.
2. Company Roles
Gomi Zero By Company Employees By Cleaning Garbage On The Banks. What is the role of the company in terms of waste management? It turns out the company's press is also very large both in waste management within the company and surrounding environment. Garbage inside the company is very strictly regulated in its separation process. In certain circumstances, for example, related to special type of garbage, the company cooperates with special waste management company. The company also does not miss a role in environmental maintenance through the gomi zero program on a regular basis. If there is a gomi zero program, all employees participate no exception. So do not be surprised if we see people who dress neatly in suits and ties wandering the street picking up trash. Gomi zero activity is immortalized and then pasted on the bulletin board so the spirit of gomi zero never fade.
3. The Role of Society
Gomi Zero By Japanese Society That Live In The Beach Area. Awareness of hygiene and waste management in Japan is very high. The results are remarkable, from neighborhoods, stations, highways and neighborhoods, parks, watersheds to downtown looks clean and pretty. To build that awareness, community groups such as "chonaikai" conduct environmental awareness campaigns in various walks of life. Several volunteers have actively come down to housing to monitor garbage disposal, and dialogue with residents on how to handle trash. Not only that, social pressure from Japanese society if we do not throw garbage in place and kind. Shame is the key to waste effectiveness in Japan. Third, a massive and aggressive educational program is done from an early age. Children in Japan, since grade 3 elementary school has been trained how to dispose of waste according to its kind. It builds a waste disposal culture that can be embedded in the subconscious. Disposing of waste by type has become “habit".
4. Regulation from the Government of Japan
The fourth point is that this regulation is vital for waste management in Japan. Because if there is no great regulation of waste management in Japan will not work properly. The overall regulation is regulated by the central government, while the technical nature is regulated by the local government.
The location of garbage disposal is also arranged per region. And each area has its own waste processing center known as Kurin Senta or Clean Center. In Indonesia we are familiar with the term Final Disposal or TPA. But there are striking differences between landfill in Indonesia and in Japan. TPA in Indonesia is synonymous with garbage that amounts mounting and smells unpleasant. While in Japan, Kurin Senta is an office building with tower, so good and far from being dirty.
save money, but rather put rubbish that has been grouped according to its type. In this garbage bank also the garbage will be processed and recycled into goods that can be used again.
Of these, there are at least three secrets of Japanese success in handling household waste, namely:
First, the high priority of the community in the recycling program. Almost all Japanese understand the importance of recycling waste management.
Second, the emergence of social pressure from Japanese society if we do not throw garbage in place and kind. Shame is the key to waste effectiveness in Japan.
Third, a massive and aggressive educational program is done from an early age. Children in Japan, since grade 3 elementary school has been trained how to dispose of waste according to its kind. It builds a waste disposal culture that can be embedded in the subconscious. Disposing of waste by type has become "habit".
Looking at the process of forming "habit" of waste processing in Japan, I am sure that we in Indonesia can imitate Japan. Awareness of waste and the environment in Japan has only grown in the last few decades. This means it does not happen by default in Japanese society, but done by design by forming habit or habit through education. Therefore, efforts to build public awareness through various environmental campaigns by environmentally conscious communities. Another step is to create an educational program for every element of society. Various brochures and information are made for schoolchildren so the habit of disposing of garbage is formed from childhood. On the other hand, parents should also set an example. This is very important, because children imitate what the parents do.With these things, eventually the government will inevitably support the environmental care movement. And if so, the Law is made not to regulate, but only amen-i the reality that has occurred in the community. No wonder, the more advanced a country, the fewer the rules. In Japan, I rarely see the words "Put Trash In Place" or "Dispose Trash". Because without that paper, people have already dumped the garbage in its place.
The most important thing is the public awareness of the dangers of garbage, here it is demanded the role of the Government to awaken the public, the owners of factories, to sort out garbage and dispose of garbage in its place. Assisted by legally enforceable rules and sanctioning those who violate them may be very effective in building public awareness. Awareness, mutual cooperation and good cooperation between government, government and all elements of society make waste processing in Japan can run smoothly. It is expected that Indonesia can also learn and follow the discipline of Japanese citizens in disposing of garbage, so the problem of waste in Indonesia can be overcome.
