analisis strategi pengembangan sistem pemasaran ekspor kelapa

ANALISIS STRATEGI PENGEMBANGAN SISTEM
PEMASARAN EKSPOR KELAPA SAWIT BERBASIS
KLASTER
ANALYSIS OF DEVELOPMENT STRATEGY PALM OIL EXPORT
MARKETING SYSTEM
Jono Mintarto Munandar1), Bambang Drajat2),M.Syaefudin Andrianto1),
Sri Nuryanti3),
E. gumbira Said4)
Institut Pertanian Bogor
PT. Riset Perkebunan Nusantara
Badan Penelitian dan Pengembangan Pertanian
4)
Masyarakat Kelapa Sawit Indonesia
1)
2)
3)
ABSTRAK
Pengembangan kelapa sawit Indonesia membutuhkan
peningkatan daya saing. Dalam rangka meningkatkan daya saing
diperlukan suatu analisis manajemen rantai pasok. Pemasaran
produk kelapa sawit dari hulu ke hilir untuk membutuhkan
bauran pemasaran, yaitu bauran produk, harga, promosi dan
tempat (distribusi). Studi bauran harga diamati dari dinamika
fluktuasi harga di pasar domestik dan internasional, dimana
fluktuasi harga minyak sawit di pasar domestik dan internasional
membutuhkan pemahaman yang komprehensif tentang perilaku
pasar, termasuk promosi dan distribusi komoditas. Terkait
dengan pembuat kebijakan, model ekonometrik dapat digunakan
untuk menyesuaikan arah kebijakan nasional kelapa sawit di
Indonesia. Penelitian dilakukan dua tahun. Tujuan penelitian
tahun pertama adalah mengkaji ketersediaan bahan baku dan
prospek harga minyak sawit (CPO), mengkaji posisi daya saing
CPO dan olahannya, mengkaji bauran harga dan olahannya,
serta mengembangkan segmentasi dan bauran produk turunan
minyak sawit. Selanjutnya, tujuan tahun kedua adalah
mengevaluasi efisiensi sistem manajemen rantai nilai produk
turunan CPO untuk ekspor, mengevaluasi efektivitas promosi
produk turunan CPO, dan membangun website informasi
pemasaran produk turunan minyak sawit (Wipakes). Analisis
yang dilakukan dalam studi mencakup metode RCA, AR, TSR,
analisis ekonometrik, analisis IFE-EFE, IE Matrix, analisis SWOT,
AHP, dan Blue Ocean Strategy. Hasil analisis menunjukkan
bahwa orientasi kebijakan ekspor CPO perlu dirubah dengan
mempertimbangkan pasokan industri dalam negeri. Peramalan
menunjukkan bahwa bahan baku masih mencukupi dengan
beberapa pertimbangan antara lain pertumbuhan hilirisasi. Di
pasar China, Pakistan, dan India baik volume maupun nilai
ekspor produk minyak sawit HS 151110 dari Indonesia lebih
berdaya saing dibandingkan produk Malaysia. Namun, di pasar
Belanda produk minyak sawit HS 151110 dari Malaysia lebih
tinggi daya saingnya. Bauran harga CPO masih ditentukan oleh
pasar asing (Rotterdam), karena itu strategi pengembanganpengembangan seperti bursa berjangka perlu diprioritaskan.
Pengembangan Oleo kimia perlu ditingkatkan karena memiliki
harga dan nilai tambah yang cukup tinggi. Bauran produk perlu
dikembangkan mengingat harga ekspor CPO berfluktuatif, dan
pengembangan produk hilir akan mengurangi resiko pasar.
Kata kunci: Minyak sawit, ekspor minyak sawit, sistem rantai
pasok.
ABSTRACT
Indonesian palm oil development requires increased
competitiveness. In order to improve the competitiveness
required an analysis of supply chain management. Marketing of
palm oil products from upstream to downstream to require the
marketing mix, namely product mix, price, promotion and place
(distribution). Study mix of observed price dynamics of price
fluctuations in the domestic and international markets, where the
palm oil price fluctuations in the domestic and international
markets requires a comprehensive understanding of the behavior
of the market, including the promotion and distribution of
commodities. Associated with policy makers, econometric models
can be used to adjust the direction of national policy palm in
Indonesia. The study was conducted two years. The research
objective is to assess the first year of raw material availability
and price outlook palm oil (CPO), examines the competitive
position of CPO and processed products, reviewing pricing and
dairy mix, as well as develop segmentation and product mix of
palm oil derivatives. Furthermore, the purpose of the second year
is to evaluate the efficiency of the value chain management
system of derivative products for export, evaluate the
effectiveness of the promotion of derivative products, and
building a marketing information website of palm oil derivative
products (Wipakes). Analysis carried out in the study include RCA
method, AR, TSR, econometric analysis, analysis of IFE - EFE, IE
Matrix, SWOT analysis, AHP, and the Blue Ocean Strategy. The
analysis showed that the CPO export policy orientation should be
changed taking into account the supply of the domestic industry.
Forecasting shows that the raw material is still insufficient, with
some consideration, among others, the growth of the
downstream. In the Chinese market, Pakistan and India both the
volume and value of exports of palm oil products HS 151 110
from Indonesia more competitive than Malaysia products.
However, in the Dutch market products of palm oil from Malaysia
HS 151 110 higher competitiveness. CPO price mix was
determined by foreign markets (Rotterdam), because the
strategy developments such as futures exchanges need to be
prioritized. Oleo chemical development needs to be improved
because it has a price and added value is quite high. Product mix
should be developed considering the price of CPO exports
fluctuated, and the development of downstream products will
reduce the market risk.
Keywords: Palm oil, palm oil exports, supply chain system.
Gambar 1. Presentasi sawit
berbasis klasterisasi
MAKSI
Gambar 2. Seminar Tahunan