JAPAN TRIP INDIVIDUAL REPORT Tokyo, 24-28 July 2017 By : Gita Kirana Tresna Putri Usman
120820160036 / MM Executive 47
I. Marketing Analysis - Traditional Market of Japan : Tsukiji Fish Market
Tsukiji Fish Market, known as the largest wholesale fish market, is a fish auction place as well as a place to sell fresh fish and fish-based restaurants in the heart of Tokyo. Tsukiji Fish Market has a very wide land. From the fish auction, the fresh fish is cleansed and then distributed to each kiosk of the raw fish seller and the restaurant around it. By each owner of fish kiosks, there are several types of fish that are processed into fast food, for example Sushi.
In contrast to the fish market in general, Tsukiji Fish Market has a very clean place like in supermarkets, though fishy smell of fish is still a little smell, but overall consumers can shop comfortably in Tsukiji Fish Market. Of course the management of Tsukiji Fish Market has a strategy for all auctions and business activities continue to run and continue to grow, one of them is strategy from the marketing side. Here is the marketing analysis of Tsukiji Fish Market seen from 7P’s or its marketing service mix.
1. PRODUCT
Product is the goods or services that a buyer will receive when they spend some money. Even tough Tsukiji Fish Market is famous as the largest fish auction center in Japan, and in the world, products sell at Tsukiji Fish Market are not only fresh fish, but also fresh fruits and vegetables. But, the fish product is still the icon.
Hundred types of fish and seafood sell are very complete and varied ranging from tuna, salmon, milkfish, and many other fish. In addition to selling food, Tsukiji Fish Market was used by other business actors to sell typical souvenirs of Tsukiji Fish Market. Among them is t-shirts, key chains, refrigerator patches, sandals, tote bags, and other souvenirs in the form of fish, seafood or Tsukiji Fish Market logo.
Food sell in kiosks and restaurants around Tsukiji Fish Market are diverse. Such as fish dough, brains, pie eels, satay seafood, burned or fried squid, whale-based foods such as whale heads and smoked whales. Also available a variety of complementary herbs for processed fish or other spices made from fish such as fish eggs, caviars, fish soy, fish oil, fish sauce, seaweed, rice for sushi, and more.
Image 1 & 2.
2. PRICE
Price is taking an important role in sales. Price is how much value or money the buyer pays for a product or service. Price offered in Tsukiji Fish Market are relative affordable.In Tsukiji Fish Market, the price is based from the fish variety and size (kilograms). Kiosk who are selling the ready food provide cheap price started from only 100 yen. Sometimes they offer a cheaper price than usual or give a price plays like buy 1 get 1 or else.
Image 3 & 4
Price Offered in Tsukiji Fish Market
3. PLACE
Place is also important. Proper and strategic sales placement will certainly add to the attraction of visitors. Place determines the distribution of products in order to reach the hands of consumers.T
Tsukiji Fish Market area divided to two. There is inner market and outer market. Inner market is the place of auction. And the outer one, is the mix place between kiosk, restaurant, and fish retail shop.
The layout between the seller or kiosk at Tsukiji Fish Market is very neat, each kiosk has the same size and good lighting so the freshness of the fish can be seen clearly. The sellers were arranging merchandise well and interesting. In addition, fish, restaurant, souvenirs, and fish sales are split apart but still one area (in outer market). So that consumers can be comfortable in walking and shopping as needed. If you want to shopping in market but not feels like “market”, I think you should visit Tsukiji.
4. PROMOTION
Promotion is one of the key business. Promotion aims to provide information and attract consumers to make transactions or purchases. Good promotions don’t escape from the promotion mix strategy.
Tsukiji Fish Market uses only some elements of the promotion mix, according to Kotler, the elements are personal selling, event and experience, and word of mouth. Explained below :
• Personal selling
• Event and Experience
Promotions like this are done by holding special events. For example a tuna auction show, so people can watch live tuna process which is then processed so that finally can be eaten. To watch the event, the public must gather at 3 am or earlier than that. People are willing to come at dawn even stay around Tsukiji just to see the show tuna auction. Means Tsukiji Fish Market has managed to provide value to the society, as evidenced by the society is very interested and willing to sacrifice for the sake of watching the show because they want to feel the experience and new sensations.
• Word of mouth
Actually word of mouth can be done because of good publication about Tsukiji Fish Market in society. For example, tourists who already feel the visit to Tsukiji Fish Market and feel satisfied with the culinary and atmosphere will give their positive response initially through positive word of mouth, until finally spread to the public. The effect of positive word of mouth makes Tsukiji Fish Market one of the most visited tourist destinations in Tokyo.
5. PROCESS
Process is a series of actions needed to deliver the best product or service to the customer and make them satisfied. The process includes all work activities that involve procedures, schedules, tasks, mechanisms, activities and routines.
The process in Tsukiji Fish Market is a step by step how the fish is processed from alive until can be eaten. Like the auction process, the cleaning process, the fish and seafood delivery process, and else. All the process must refer to the procedures.
The schedules are the schedules for auction, auction show, open and close market. Tsukiji Fish Market open early in the morning and close before night. The process also concerns how the sellers serve the buyer whether long or fast, whether quick or not, and so on.
6. PEOPLE
People includes everybody involved in Tsukiji Fish Market. Start from the auction, seller, and buyer. The most important “people” function at Tsukiji Fish Market is the quality of service from the seller to the buyers. Sellers must be friendly and have a strong product knowledge, because consumers also need consideration in choosing which fish will buy from hundreds of species of fish there.
7. PHYSICAL EVIDENCE
The physical structure of a company that is a major component in shaping the impression of a company is called physical evidence.
On Tsukiji Fish Market, the physical evidence can be :
• The souvenir which be a signature and also the charming printing books have been previously disclosed. • In Tsukiji Fish Market also contained photo spots which become a tourist mandatory. That prove more
looks that Tsukiji Fish Market is a fish auction place and fish sales which is most comfortable and different from its competitor. (The original fish market)
II. CULTURAL ANALYSIS : OPINION ABOUT SENSOJI TEMPLE AND ASAKUSA SHRINE
veil. Only one big Mosque for Moslem found in Japan, this around Harajuku. It proves that Japanese society respects Moslems.
The different culture clearly visible when I visited Sensoji Temple and Asakusa Shrine. The majority of Japanese people are shintoist (worshiping gods) and Buddhist religion. In Indonesia, although the people have different religions, such as Buddhist, Christians, and majority is Moslems, but each people holds only one religion, in Japan, some people (one person) has two religions at once. These differences of religion and belief form a different mindset, behavior, manner and time of worship.
For Shintoists, their god is a god or a spirit. The number of gods or souls is many and not limited in number, which can continue to grow. The most exalted god is the sun goddess. They believe that these gods can provide the welfare of life. Shinto religion is synonymous with purification, before worship must be holy and after worship must be holy. The way of worship is to perform rituals dedicated to the gods at the temple. Indeed there are 4 ways of worship (Matsuri) performed by the Shinto religion, namely: sanctification, offerings, prayer readings, and binge eating. Worship is done to ask for welfare and prosperity of life. The purpose of this religion is to achieve immortality with the gods.
The second religion is Buddhism, Buddhism is a very popular religion in Japan. Can be seen from the many temples, monasteries, and pagodas scattered around Japan. With the tripitaka scriptures, Japanese people came to the temples by worshiping Buddha statues and burning incense. The temples and shrines often be a tourist mandatory.
Sensoji Temple and Asakusa Shrine are famous temples in Japan. Famous for being in the Asakusa area, which is united with Nakamise Street. The icon is a giant lantern in front of the entrance. Nakamise Street, sold a lot of traditional accessories and souvenirs typical of Japan. Starting from yukata, typical Japanese sandals, displays, and so forth. There are also traditional Japanese food sold. What is different from Nakamise street is the shops that enter the smell of incense, characterizing that the shops are in the vicinity of the sacred area or worship area.
Sensoji Temple and Asakusa Shrine are the main temples or the largest temples available. Upon entering the Sensoji Shrine gate, it is Nakamise street, will look many shops crowded visitors. While walking down the street, there will be several small temples and budha statues built around it. Visitors can pray in the temple or in the statues, while bringing offerings or money.
There is also a fountain of purity used for prayer, believed to be the holy water that can give blessings, reject the reinforcements, and heal from disease. The fountain is formed from a statue of a goddess god.
Image 6.
Fountain of Purity
Then. On the edge of the temple, there are the amulet sellers who sell amulets at varying prices. Starting from the talisman for financial success, career, romance, health, and so forth. The shape of the amulet was interesting and suitable for merchandise. Asakusa Shrine and Sensoji Temple is identic with red.
Also, there is a fortune drawer. The trick is the visitor to enter 100 yen, then shuffle a container to get out the chopsticks. In the chopstick, there is a number. Visitors must match the number with the number of drawers in front of him. Then take 1 paper in the drawer and read the luck. There are best fortune, regular fortune, and others. If the result is good, the fortune paper can be taken home. But if the result is bad luck, the fortune paper must be tied and hung back there. It was done so that misfortune did not keep up.
Image 7 & 8.
Asakusa temple became very famous because it is one of the oldest temples in Japan. Wrong devotion is performed at the largest temple at the end of the road. During the summer holidays, there are worship and fireworks festivals. The young and old Japanese people flocked to Asakusa to perform more sacred worship and see fireworks. They come with Japanese kimono and yukata, many of which come with their spouses. They dressed up very neat and interesting. In the vicinity of the temples that are usually empty, there are many vendors selling sidewalks at the fireworks festival. The vendors sells Japanese traditional food such as takoyaki, okonomiyaki, ice cream, and so on.
Actually, me and my friends come back to Asakusa on the day of the fireworks festival (Saturday, 29 July 2017). The road is very crowded especially in Ginza Line to Asakusa Station. After use the train, we walked in the crowd. But when we came in the temple, I did not have time to take photos because at that time it was a huge rain. The rain is believed to be a blessing for the yamh worshipers. Many roads are diverted and closed, its function is to travel out into the temple orderly and solemn. synonymous with a very typical Japanese worship place. There are also photographers and special photo spot's with special services and also photo properties.
My point is, for me that is Moslem, the activities of Japanese society especially Shinto and Buddhist are very contrary to my belief. Islam only worship one god, worship five times a day, and do not believe in gods or fortunes. We do not eat pork and alcohol, whereas Shinto and Buddhism justifies pork and alcohol like an ordinary food and drink. We trust our god who delivered his teachings through the prophets and then put together in one holy book the Qur'an as a guide.
Amid this diversity of religions and beliefs, I think everyone has the right to do what he thinks is right, as long as he does not deviate from the rules and harm others, for good and bad man is only god who can judge. The experience is fun and makes a lot of learning and adds insight into how vast the world is. My friend and I tried to fortune, I get regular fortune result. But I just think of it as an experience and just for fun. Because in my religion, believing the prophecy is something that is idolatrous. I do not take it too seriously and do not really believe it. While the Japanese might consider the prophecy to be everything. If the outcome of the prediction is bad, they can directly drink holy water, burn incense in front of the statue, or pray for mercy at the temple and pray for good luck.
III. COMPANY VISIT : Shinkoto Incineration Plant
“How To Build People Awareness In Indonesia To Manage Waste Properly From The Garbages Collection From The Household, Then Collected By Dinas Kebersihan And Dumped At The Landfill”
Shinkoto incineration plant is a waste burner that has been sorted so that the waste is safe and can be recycled into something useful. Shinkoto incineration plant handles 23 cities in Japan. Waste incineration is one process that can handle waste settings in Japan. This is waste incineration process in Shinkoto.
Image 9.
Waste Incineration Process in Shinkoto
In general, the waste incineration process step are :
1. Each various type of waste from society houses, malls, schools, offices, and other buildings transported by truck to then entered into the holding area where the process of incineration proceeds.
2. The waste is picked up by the transport machine to be loaded into the bunker. 3. Little by little, the waste begins to enter the kiln.
4. The incineration burn the waste on temperature of about 750 C. 5. The heat resulting from the waste incineration produce the great steam. 6. That steam uses to heat the propel turbins to generate the electricity. 7. Heavy debris of ash produced collected in the basement.
8. That debris will collected by electromagnet for recycling.
Image 10.
The situation and documentation at Shinkoto Incineration Plant, Tokyo
Image 11.
Image 12.
The situation and documentation at Shinkoto Incineration Plant, Tokyo
Image 13.
In Indonesia, waste incineration is still done manually in some burning fields, for example in Leuwi Gajah, Jakarta, but its application is not evenly distributed, only in some places such as in city park, school, and some mall. There is still a dump that is combined for all types of garbage and then not sorted again, directly burned together so it does not produce anything. Should be split based on organic, inorganic, canned, paper (including drink boxes), and plastics (including bottles). In this way, the Indonesian people have not been disciplined and still dispose of the garbage is not appropriate type. This is supposed to happen because the application of garbage according to the type of garbage has not spread evenly.
In my opinion, there is several way to Build People Awareness In Indonesia To Manage Waste Properly From The Garbages Collection From The Household, Then Collected By Dinas Kebersihan And Dumped At The Landfill :
1. By the local hygiene office, socialization is conducted in schools ranging from kindergarten, elementary, junior high school, college, to offices, as well as housing complexes about the types of garbage and how the waste if processed, is it recycle-able or not. It also describes how it affects the environment if the garbage is always stacked together and not separated by type. Socialization materials and socialization are done in a fun and different way according to the level, for kindergarten and elementary children will be assisted by the teacher socialize while playing, while for office socialization officer can be done more formal for example accompanied by lunch.
2. The government must have firm rules that in every house there should be at least 2 bins placed in front of the house. At school, in the mall, and in the office it should be applied. So its application can start from self first. So over time the people of Indonesia will be aware of the waste disposal that must be separated according to its type.
3. The garbage collecting officer is devoted, so each type of garbage has its own officers, and the burning place is different, if there is something to recycle, the garbage is sorted again.
4. The government began to make the first incineration plant in Jakarta, and its first test was in Jakarta. With Shinkoto as a role model for the process of sorting garbage regularly and running well like in Japan. 5. While the first incineration plant was built, to further raise public awareness, several reminders were
performed as follows:
a.Install banners and billboards
b. Create ads on radio and TV about the importance of sorting out garbage.
The government initially will spend high on advertising, but it can be a self-reminder for the public because often hear and watch ads about waste sorting. Eventually, the people of Indonesia will realize by themselves the importance of sorting waste for cleanliness and environmental comfort. The government must also incur considerable expenses in the incineration plant in Jakarta, also have to use the services of experts along with the construction of incineration plant for perfect results as in Japan. 6. After trials in Jakarta which in fact is a big city often affected by flooding due to garbage, if successful,
making inceniration plant can be re-done in other cities ranging from Bandung, Palembang, Bali, Makassar, and other cities. When the incineration plant is ready and appropriate, the community can make a visit to see how the process of burning waste is good and can be useful because there are some that can be recycled. For school children, the visit to the incineration plant must be done at least once a year, this is aimed so that the awareness level of the community on waste segregation can start early.
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