MENUNGGU MOBNAS LEWAT……..

Achadiat A. SuhadiJakarta, 7 maret 2012

3/7/2012 1

INDONESIA - PASAR PELUANG

Demografi 228,5 juta populasi 58% tinggal di Jawa yang hanya 7% wilayah Ratio 1 Kendaraan per 121 penduduk Pendapatan GDP USD 3,400/perkapita rata rata Growth 6% per tahun akhir akhir ini Daya beli konsumtif sebagai pendorong

volume ekonomi

3/7/2012 2

2010 2011 2012

1,000,000

900

800

CAR SALES

PERKEMBANGAN PASAR OTOMOTIF

Pertumbuhan pasar th ini diprediksi 19% Dikuasai oleh pemain dan merk asing Kebergantungan terhadap merk dan material import

(th 2011 - USD 20m an) Tumbuh keinginan untuk memperbesar nilai tambah

lokal Tumbuh kesadaran untuk mengembangkan merk

lokal dan kompetensi manufacturing

3/7/2012 4

SUPPLY SIDEMATERIAL DAN KOMPONEN LOKAL

Sekitar 850 supplier lokal OEM (90% PMA) 76.9% kebutuhan disuply supplier lokal 23.1% material diimpor (senilai +/- USD. 20 an juta) - 17.8% dari Jepang - 4.2% dari Thailand - 0.5% dari Jerman - 0.5% dari Korea Selatan - 0.2% dari Lain-lain3/7/2012 5

KEBIJAKAN PEMERINTAH

Fokus kepada pengembangan komponen dan mobil murah. Kebijakan Low Cost Green Car :

1000 – 1200 cc, 20km/ltr, Euro II Kebijakan kendaraan angkutan lokal <1000cc

dialokasikan untukmerk lokal.

3/7/2012 6

PEMAIN BARU IN PROGRESS

ESEMKA - SUV, Gasoline, 1500cc. ASIANUSA (Asosiasi Industri Automotif Nusantara) - GEA – PT. INKA, Angk. umum kat. IV

- TAWON – PT. Super GasIndo, Angk. Umum - KOMODO –PT. FIN Komodo, Buggy Off Road MOBINDO - PY. ASKARINDO MOBINDO- Bus KOMODO –PT. Asia Motor, Articulated Bus

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SYARAT PEMAIN BARU Incorporated dengan izin Importer Produsen Punya kapasitas dan kapabilitas -Finansial -Engineering – design, produktifitas dan kualitas -Fasilitas las, cat, uji -Penjualan dan Pelayanan purna jual Punya izin menerbitkan NIK (VIN) Produk mendapatkan Tanda Daftar Produk. Produk memperoleh Izin Laik jalan Produk ramah lingkungan termasuk engine sesuai Euro II

3/7/2012 8

HAMBATAN MASUK

Industry attractiveness – High -Persaingan - High -Ancaman thd profit – High Entry – Low to Medium Substitusi – Medium to High Supplier Power – Medium Daya Beli - Medium

3/7/2012 9

STRATEGY MASUK

-STRATEGY FOR THE WEAKEST (PORTER)-BUSINESS ORIENTED (CASHFLOW FIRST)-MEMANFAATKAN KEDEKATAN KE PASAR (OPPORTUNITY MARKET)-SMART INVESTMENT-EXTENDED ENTERPRISE -PULL NOT PUSH-RATIONAL AND EMOTIONAL BUYING MOTIVE-DUKUNGAN PENDANAAN JANGKA PANJANG-MEMPERKUAT BASIS QCDSM

3/7/2012 10

STRATEGY TO ENTRYMARKET SITUATION

SOCIAL Lower buying power, need for motorcycle substitution, Social empowerment for economics recovery Reinforce confidence for local added value

TECHNOLOGY Shorter life time, lower production volume, multi variant Appropriate technology for low volume production, Extended enterprise by managing team work across

supply chain of logistics & production Flexible manufacturing, multi resources-multi facilities Concurrent Engineering to speed up time to market

MARKET SITUATION

ECONOMICS Foreign exchange saving, import substitution Ride on rebound wave of economics recovery Increase domestic turn over and spin off effect

ENVIRONMENT Increase recycle-able material Environment friendly of product and production facility

POLITICS Stimulate power of middle level community Nationalism dignity

STRATEGY TO ENTRY

STRATEGY TO ENTRY

STRENGTH

-Emotional nationality sentiment driving force

-New concept in business, technology & investment

-Best utilization of access & relation of relationship with academician, industry & government

WEAKNESS

-New comer: image, market, supply & distribution network

-Production facility

-Financial strength

INITIAL SWOT UTILIZATION

OPPORTUNITY -Low priced car program with opportunity market -Brand new investment (focus & accuracy) develop extended company chain network. -Government policy on industrial and economics growth

THREATS -Slump down of global economics -Global automotive industry excessive capacity -New player & new product in the same segment

STRATEGY TO ENTRY

A SC D

MerumuskanSemua persyaratan

pelanggan

PelangganPelanggan

Set Target MemastikanPersyaratan Pelanggan

dapat dipenuhi

MerancangProduk/ proses

SesuaiPersyaratan pelanggan

MembuatStandar proses &Standar inspeksi

Memproduksi barang100% sesuai dengan

Standar proses

Memeriksa barang100% sesuai dengan

Standar inspeksi

ImproveStandar proses &Standar inspeksi

PA D

C

Mengirim barang100% sesuai dengan

Persyaratan pelanggan

TUNTUTAN PELANGGAN KEPUASAN PELANGGAN

1

2

3

4

5

6

7

8

PEMBINAAN KUALITAS

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PRODUCT DEVELOPMENTPRODUCT REALIZATION STEP

CONCEPT PRODUCT FEASIBILITY

GENERATION (PRE-LIMINARY DESIGN)

` STYLING DEVELOPMENT

PRODUCT ENGINEERING DESIGN

PLANNING DEVELOPMENT

PRODUCT PRODUCT AND PROCESS

ENGINEERING VALIDATION

PROCESSENGINEERING

PRE-PRODUCTION PRODUCTION PREPARATION

PRODUCTION

PRODUCTION STAGE

DELIVERY

SALES

PRODUCT CONCEPT

ROUGH TECHNICAL TARGET

ROUGH LAY-OUT, STYLINGMODELLING

SHOPPRELIMINARY

STYLING MODEL

ACQUIRE ACCEPTANCE

RESPONSE

PRELIMINARY PRODUCT &

PROCESS FEASIBILITY

MAJOR COMPONENT SELECTION

PROCESS FEASIBILITY

PROTOTYPE SHOP MOCK-UPCOMPONENT

DESIGN REVIEW

PRODUCT PLAN (TARGET)LAY-OUT (GENERAL

ARRANGEMENT)PROCESS

FEASIBILITYPROTOTYPE SHOP

MECHANICAL MULE

CHASSIS DESIGN REVIEW

STYLINGPROCESS

FEASIBILITYPROTOTYPE SHOP

FULL SCALE MODEL

BODY DESIGN REVIEW

DESIGN FOR MANUFACTURING

PROCESS FEASIBILITY

TOOLING PREPARATION

ENGINEERING PROTOTYPE

PRODUCT VALIDATION

DELIVERY PRODUCTS

INSPECTION

CUSTOMER VOICE

PROCESS DESIGN FOR MFG

PILOT LINE / PLANT PILOT VEHICLEPROCESS

VALIDATION

PRODUCTION ARRANGEMENT

PRE-PRODUCTION

VEHICLE

QUALITY AND PRODUCTIVITY

VALIDATION

3/7/2012 16

TYPICAL TIME LINE

AKTIFITAS TH N-0 TH N TH N+1 TH N+2 TH N+3

MARKET & PRODUCT SURVEY

PRODUCT PLANNING

PROJECT ESTABLISHMENT

PRODUCT DESIGN & DEVELOP.

PROCESS DESIGN & DEVELOP.

PRODUCT & PROCESS VALIDATION

PRODUCTION PREPARATION

PRODUCTION

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Typical Ramp Up Steps