Pengembangan UKM

ANALISIS DAN STUDI KOMPARASI TERHADAP TIGA USAHA MIKRO

KECIL MENENGAH (UMKM) DI BOGOR
(Analysis and Comparative Study of three Micro Small Medium Enterprises (MSMEs) in Bogor)

Disusun Oleh
Anaiza Azlia
Ariansyah
Aditya P. Nugraha

H 251150451
H 251150461
H 251150471

Program Studi Ilmu Manajemen Fakultas Ekonomi Manajemen

Institut Pertanian Bogor
2015

BAB 1
PENDAHULUAN
I.I. LATAR BELAKANG
Micro, Small and Medium Enterprises (MSMEs) in Bogor are one among various
economic sectors that have contributed in regional revenue and also in employment
sectors. Approximately 11.297 MSMEs in Bogor

City (kotabogor.co.id, 2015) that

employ 19.035 workers, and around 15.000 people involved in MSMEs in Bogor regency
(business.com, 2015). As a follow up on this significant development, Bogor city
administrators have transformed the Cooperation affairs office into Cooperation and
MSMEs office to better manage the SMEs potential in Bogor City.
Business development of MSMEs in both Bogor city and regency is expected to
contribute significant solution to unemployement issues in that areas. Besides that, along
with further development of MSEs and the workers employed in the respective field will
eventually contribute to economic development (LP) and to the Regional Gross Domestic
Revenue (PRDP).
Facing the market competition in relevance to the ASEAN Economic Community
(AEC) effectively takes place on 31 December 2015, Small Medium Enterprises in
Bogorm West Java should always seek for any marketing potentials, capital aids for their
business development, in which this pertular matter should also be supported by city and
regency administrators, and also by academic institutions.
West Java province through its recommendation issued by Local Development
Planning Agency in 2015, has stated the following masurement regarding anticipation
and development of MSMEs in AEC market: i) to improve quality and role of MSMEs
and other busines institutions as final product producers to be well prepared towards
AEC, globalisation, and global production network, ii) in attempt to raise the quality of
MSMEs, Centre of MSMEs (ITPC/Trading House) should be built to cover regional and
international scale in order to serve as market intelligent, penetration and development
body. This institution should also take part in providing database, in particular,
information regarding ASEAN market demand. This information provides specification
and required standards

and ultimately, to be able to provide mapping in terms of

competitiveness, human resources, products, logistics and other areas of infrastructure in

ASEAN regions. iii) to reduce transaction cost, more specifically in cost of doing
business, cost of searching information through the role of the Centre and overseas
market. The last part (iv) is to give aid to priority MSMEs through selection process
which focuses on MSMEs performace quality monitoring, and to develop a blacklist
system for low performed or underperformed MSMEs.
In relation to those recommendation, this SME Development Subject will
interview three Micro Small Medium Enterprises with specific purpose to analyse and to
review them in a brief comparative study focusing on Marketing, Human Resources,
Finance, and Production

1.2. STUDY LIMITATION

a. This comparative study was conducted with the limitation only to interview result and
analysis on MSMEs background.
b. This comparative study was performed on the focus to four main aspects; marketing,
Human Resources, Finance, and Production.
c. The selected MSMEs location are based on subjective reasons.

1.3. STUDY METHODOLOGY

a. Data collection for this study purpose was managed using direct interview methods.

BAB 2
STUDI KOMPARATIF
2.1. PROFIL USAHA
2.1.1. Business Profiles : Cotton Candy
This cotton candy sweets business, based on the information during the
interview, was established in 1998. Monetery crisis that hit Indonesia had caused
previous business collapsed and went bankrupt, causing the business owner started to sell
cotton candies on the street. Situated in Empang, South Bogor district, the business owner
realised the potential of producing cotton candy. It wasnt a difficult job, it didnt require
particular skills, it didnt need specific equipment or tools, and (at that time) relatively
easy to sell to schools and children nearby.
After years of producing, this cotton candy manufacturer is still doing the same
business, but different in terms of quantity and roughly 100 resellers selling his product.
This cotton candy business is admitted to have been covered by national television and
that the business is popular bamong local cooperation and MSMEs agency, as well as
distric administrators in Southern Bogor.
2.1.2. Busines Profile : Bening Jati Anugrah Food; A Frozen Food Manufacturing
Company
Bening Jati Anugrah Food is a small medium enterprise manufacturing frozen food from
ocean fish as raw materials. Using Bening Food as its brand, this business is located in
Kampung Jati Parung RT 03/RW 04 Parung Village, Parung Distric, Bogor Regency.
Huge market potential and the intention of creating job opportunities are the main driving
factors for this business to establish.
Bening food produces frozen food products, such as fish and shrimp nuggets,
ekado, fish meatballs, siomay, keong mas, tempura, otak-otak, etc. In terms of quality,
Bening Food pays close attention to regulation, licenses, official sertifications, and other
papers related to product quality, such as license for hygene and sanitation, license form
National Agency for Drugs and Food Controls (BPPOM), and halal certificate.
2.1.3 Business profiles : Hot Crispy
Hot Crispy is a food processing business that was established in 2005, or roughly
about 10 years ago. Products offered are fried chicken leg quarter and some other drinks

and beverages. The company vision is by faith and religious aspects, company wishes to
become the most advanced and most competitive in Indonesia, while its missions are to
provide job opportunities and to satisfy the customers.

2.2. Comparative Analysis on MSMEs

2.2.1. Marketing aspects
A. Customer Segments.
From those three MSMEs interviewed, there are differences in their market
sgement decisions. Hot Crispy and Cotton Candy serve only two market segments,
general segments and specific orders (e.g. catering), while Bening Food has managed to
define its market segment way further than the other two, based on customer wants and
demands. It has four segments, i.e. general customer, modern retails, Horeca, and
housings. Different segments that are addressed by Bening Food has an implication on
different types of products and their product grades, while Cotton Candy and Hot Crispy
only manufacture one product and only one grade for both segments
B. Marketing channels
With various market segments that are aimed by Bening Food, this forzen food
company has also managed several specific marketing channels, which are very much
optimised to communicate to different market segments. There are six marketing
channels currently optimised, walk in customer, modern retail shop, supplier, agents or
reseller, and digital marketing such as company website and through online shop portals.
These marketing channels have profound impacts on marketing coverage, although the
transportation and logistic issues occasionally interfere.
On the other hand, Cotton Candy has a very limited marketing channels, only
local salesman/seller, and custome orders. The business owner doesnt intend to use other
channels due to primary reasons of being in over demand situation, thus, less urge to
establish other alternatives.

C. Business developement
From the interview, all those business owners stated their perspective upon their
own business situation and business forecast. Bening Food owner claims that her business
are having a great growing trend. She mentioned her plan on having more halal
certificates, indicating new products or new variants.
Cotton candy business owner implies different perspective by saying a steady
situation for his business. This is likely as a result of his paradigm of not going to develop
any further for this business, and that he has felt enough by current situation. From Hot
Crispy, there was statement saying that the business is in declining situation
D. Development Plan
In relation to the previous point, it is essential for business owners to have
diffferent strategies for their business development. Hot Crispy mentions the idea of
establishing new outlets in other locations to tackle its declining issue, while Bening
Food has other specific strategic plans to develop its business following the business
segmentation. The plans are expanding Bening Mart (its own retail store) distribution
network, getting more agents/resellers for its frozen food distribution, and opening its
own fast food restaurants in several tourist destination objects, judging the fact that the
customers there arent really price sensitive.
For cotton candy manufacturing, the business owner feels the need to maintain
the production quality on current (or possibly better) level. The reason for this is because
the production are more of manual labour works, and not using machines. This cause
wide range on output quality. For its machine-based production of cotton candy,
commonly called fluffy cotton candy, the plan in question is much limited to machine
capacity and power consumption factors. By maintaining the product quality, the
customers are expected to be loyal to his product.
2.2.2. Human Resources Aspect
According to the interviews, Hot Crispy recruits staff for its chef, waiter/waitress
and cashiers, while Cotton Candy only hires people for production and packing, the other

functions such as accounting and purchasing are dealt with the owners family member.
For Bening Food staff, they are in production, front office, and packaging division.
In terms of HR development, Hot Crispy provides training for staff who requires
training in cooking, serving the customers, and also as cashiers, Bening Food is also
giving training to employees. For recruiting, Hot Crispy requires a minimum Senior High
graduates and or experienced in cooking, serving, or cashier. Cotton Candy
manufacturing doesnt require specific qualifications as it is dealt with family and the
jobs are only for simple processing stages. Bening Food also run by the family members,
and employees education ranges from elementary to senior highs graduates.
2.2.3. Financial Aspect
A. Net sales.
From the interview, Cotton candy production is estimated to have quite large
gross sales. In only three days, a reseller/sales is estimated to generate as much as
Rp800.000. With at least 150 sales force working at Cotton Candy, the company is
estimated to earn Rp400 Million as total gross revenue per month. On the other
hand, Bening Food records a range of revenue around Rp400-500 milion/month.
B. Companys profit
The interview didnt manage to get detailed and factual information about business
profits, however Cotton Candy give us a glimpse information of 10-15% of profit, from
Rp40-60 million/month.
2.2.4. Production Aspect
A. Product variation.
All three micro small medium enterprises (MSMEs) have different product
variation and mostly caused by industrial type and condition. Hot Crispy is a food
precessing business that produces crispy fried chicken (chicken leg quarter, lower and
upper part). Cotton Candy runs business in snacks category and produces only one type
of cotton candy product, while Bening Food is a food manufacturing company which has
32 variations of products.

B. Production capacity.
In general, Bening Food manufactures their products with wide range of variation
From 32 variations in total, Bening Food is able to produce 400-500 kg/day, or equivalent
of 10-20 tons per month. On the other hand, Cotton Candy manages to produce roughly
30-40 kg/day
C. Production time
In relation to its production time, Cotton Candy operates in a more flexible time,
starting from 08.00 AM for 6 days in a week. Bening Food also starts its business at
08.00 and ends it at 15.00 for 5 working days (closed on the weekend).
D. Raw materials
Cotton candy business owner informed his perspective on the source of raw
material for his production. Sugar, rice crackers and flour are bought from a nearby
wholesale or from the local market nearby. Bening Food business owner said during
interview that all frozen fish as the raw materials for the production are supplied by
several suppliers.
E. Production equipment
It is stated during the interview that Bening Food has been using rather
sophisticated equipment and quite advanced production technology. It is easily
recognised by the fact that there are 20 tonnes of cold storage in the factory. On the other
hand, Cotton Candy producer uses 100% basic technology (manual labour) simply
because the manufacturing process is very basic, while modern equipment requires a
significant intake of electricity.