Tugas3_KelasB_Kel5

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SUPPLY CHAIN MANAGEMENT

STUDY CASE : SUPPLY CHAIN STRUCTURE OF ORGANIC RICE IN

TANI SEJAHTERA FARM

created to fulfill the task subject of Rekayasa Rantai Pasok Produk Pertanian

academic year 2016

Group 5

Hana Rianti Nurfaridah 15061013004

!ndriani Nu"rah#ati 15061013004$

%intia &friyanti 150610130051

Nurul 'a(ri 150610130121

AGRIBUSINESS B

DEPARTMENT OF AGRIBUSINESS

FACULTY OF AGRICULTURE

PADJADJARAN UNIVERSITY

Bandun!Su"#dan H$%&a' (" )* Ja+$nanor ,5-.-

28th March 2016


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Supp/' C%a$n Mana#"#n+

S+ud' Ca0# : Supp/' C%a$n S+ru1+ur# o2 Oran$1 R$1# $n

Tan$ S#3a%+#ra Far"

Co"pan' Pro2$/#

)oc * htt+*,,tani-sejahtera.blo"s+ot.co.id,

/ani %ejahtera 'arm is a business com+any in a"riculture. /he business

com+any #as founded by r. %u"en" /e"uh %antoso #ho is a la#yer. /hese

a"ricultural businesses started from a hobby and then continued into a +rofit-

makin" business unit. /ani %ejahtera 'arm consists of t#o locations there are the

location of offices and +lantations. ffice location is in eman" illa"e eman"

%ubdistrict o"or )istrict. /he fields of +lantations is in the andali illa"e

Rancabun"ur %ubdistrict and Pabuaran illa"e eman" %ubdistrict o"or

)istrict. !n 2011 these enter+rises be"an to "ro# annual +lants #oods such as

maho"any and teak but until no# the results ha7e not been har7ested.ulti7ation system that is a++lied to all commodities namely or"anic

systems. /his system has been de7elo+ed from ince+tion /ani %ejahtera 'arm. /he

reasons for usin" an or"anic system is more natural healthy and ine8+ensi7e. %o

or"anic system is easy to do. 'ruit commodities that culti7ated or"anically is

"ua7a and 9amaica cashe# #hile for or"anic 7e"etable cro+s such as kale

e""+lant cayenne +e++er and s+inach. r"anic rice is on of a cro+ that is "ro#n

and culti7ated. /%' has a #ide 7ariety of or"anic rice. 'or e8am+le from the

color can be di7ided into black rice red rice bro#n rice and #hite rice.

&t this time in order to commodities or"anic rice /ani %ejahtera 'arm is a

business entity en"a"ed subsystem on farm until the do#nstream subsystem.

/hese enter+rises culti7ate or"anic rice sort +ack label to market or"anic rice to

retailers of or"anic +roducts and also sell directly to the final consumer. arketin"

is done throu"h e8hibitions and online.

Supp/' C%a$n S+ru1+ur#

http://tani-sejahtera.blogspot.co.id/http://tani-sejahtera.blogspot.co.id/


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/he structure of or"anic rice su++ly chain can be analy(ed throu"h the

su++ly chain members and the role of each member as #ell as elements contained

in the su++ly chain such as +roducts markets stakeholders and the com+etiti7e

situation. %u++ly chain members are actors #ho are members or en"a"e in

+roduct flo# financial flo# and the information flo#. onsumers end into one

+iece in the structure of the su++ly chain for the end consumer is also in7ol7ed in

the flo# of +roduct financial and information. /he structure of the su++ly chain

of or"anic rice in /ani %ejahtera 'arm can be called a su++ly chain net#ork.

%u++ly chain of or"anic rice in /ani %ejahtera 'arm is net#ork su++ly chain.

embers of the su++ly chain is made u+ of 11 +artner from farmers "rou+. /ani

%ejahtera 'arm t#o retail or"anic +roduct classified as retail or"anic +roduct and

end consumer. /he or"anic +roducts retailers are r"anic and e"atable and

in" r"anic and e"etarian 'oods.

• Partner 'armers do seedin" land +re+aration +lantin" maintenance and

har7estin" the or"anic system.

• /ani %ejahtera 'arm is business entity that acts as an intermediary bet#een the

farmers and the retail +roduct +atners and intermediaries bet#een the farmer

and end consumer. /ani %ejahtera 'arm do or"anic rice culti7atiton


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trans+ortin" sortin" +acka"in" labelin" and marketin" of or"anic +roducts in

retail and end consumer as #ell as a"ricultural trainin".

• Retailin" or"anic +roducts aims to meets and satisfy the needs of the end

consumer. /here are t#o retail of or"anic +roducts are r"anic and

e"etable in" r"anic and e"etarian 'oods.

• :nd onsumer is a member of the su++ly chain of or"anic rice that last and be

the ultimate "oal of su++ly chain. :nd consumer to recei7e and buy or"anic

rice from the +re7ious su++ly chain members.

Supp/' C%a$n Mana#"#n+

/ani %ejahtera 'arm 7ery concerned about su++ly chain mana"ement to

maintain the ;uality of the +roducts they +roduce. /he ;uality of or"anic rice

+roduced is assured. Pesticide residue-free #hite clean fluffier and enjoy tasty

is the ;uality of this su++ly chain. /his or"anic rice +roducts ha7e been certified

by authori(ed bodies namely

residues. /his +roduct has not recei7ed due +rocess of ac;uirin" !% or"anic

com+le8 that has not been done. &ll members of the su++ly chain must maintain

the ;uality of the +roduct #ell. /ar"et market or"anic rice +roducts are "enerally

intended for the domestic market. /his is because the +roducti7ity of lo# or"anic

rice culti7ation. /ar"et markets can also be seen from the efforts of market

se"mentation inte"rated ;uality and chain o+timi(ation. r"anic rice market

se"mented in the u++er middle class.

'or marketin" /ani %ejahtera 'arm does not define s+ecific criteria for

retailers #ho #ill be a +artner to sell its +roducts. =hile the or"anic +roducts

retail has some criteria in selectin" su++liers as its +artners there are*

• /he su++lier must attach a certificate or certificate of residue-free or"anic

+esticide.

• /he ;uality of or"anic rice +roducts accordin" to the a"reement.

• /rust#orthy and #illin" to acce+t the com+laint and fi8 it.

!n the a"reement on the system of culti7ation the di7ision of the +roduction

cycle the sellin" +rice of the farmers and the sales amount of or"anic rice amon"

farmers +artner #ith /ani %ejahtera 'arm determined by +artner farmers. =hile

the a"reement made bet#een /ani %ejahtera 'arm #ith retail in terms of sales

+rice of or"anic rice ;uality and ;uantity is not a"reed u+on in #ritin".


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/ransactions system that occur in the su++ly chain of or"anic rice is cash

and carry as #ell as non cash. /ransactions conducted by /ani %ejahtera 'arm

#ith +artner farmers transactions usin" cash and carry system. =hile the non-cash

transaction system used bet#een /ani %ejahtera farm to the retailer.

a+ital resources used +artner farmers and /ani %ejahtera 'arm in the

de7elo+ment of farmin" comes from +ri7ate ca+ital and lendin" relationshi+s. !n

assistin" the de7elo+ment of or"anic rice farmin" /ani %ejahtera 'arm utili(es

se7eral technolo"ies that sealer machine and hand tractors. &s for the "reater

de7elo+ment of this or"anic rice farmin" has become difficult because of the lack

of direct su++ort from the "o7ernment.

Supp/' C%a$n Ad4an+a#0

/he ad7anta"es of or"anic rice su++ly chain /ani %ejahtera 'arm are * +%#

2$r0+ Mar6#+$n and Supp/' C%a$n C/#ar Goa/0. /he marketin" strate"y used is

%/P >se"mentation tar"etin" +ositionin"?. /here are t#o objecti7es to be

achie7ed in the su++ly chain includes the or"anic rice market and de7elo+ment

objecti7es. @oal or"anic rice market is the domestic market. /his or"anic rice

+roducts intended for consumers #ho are already a#are of the ;uality of life or

health of indi7iduals and the en7ironment.

/ar"et de7elo+ment is al#ays tryin" to achie7e su++ly chain are de7elo+in"

skills both hard skills and soft skills in the +artner farmers to a++ly or"anic rice

culti7ation technolo"y to be more +roducti7e cro+s. arketin" mi8 used is 4P

>+roduct +lace +rice +romotion?. r"anic +roducts sold are certified free of

+esticide residues from

/ani %ejahtera 'arm also 7ary due to the di7ersity of +roducts sold. r"anic rice is

sold at a +rice of R+. 12000 , kilo"rams.T%# 0#1ond $0 +%a+ S%ap#d S+ru1+ur# Supp/' C%a$n N#+&or6 or 1an 7#

1a//#d A Supp/' C%a$n N#+&or6 . ecause the sha+e of the net#ork the ty+e of

su++ly chain combines 7ertical and hori(ontal models. embers of the su++ly

chain consists of ele7en +artner farmers /ani %ejahtera 'arm t#o retail of

or"anic +roducts > r"anic and r"anic e"etable and in" and e"etarian

'oods? and the final consumer.

T%# +%$rd $0 +%# Far"#r80 S%ar# +%# Co0+ B#n#2$+ Far"#r0. 'armerAs

share by ohls and Bhl >2002? is the +ercenta"e of the +rice recei7ed by farmers


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from the +rice +aid by consumers in e8chan"e for ser7ices +erformed in the farm

+roduce. /he +rice recei7ed by farmers for their cro+s or"anic rice R+. 6500 ,

kilo"rams. !t can be said the +rice recei7ed ;uite hi"h.

T%# 2our+% on# $0 +%# #9$0+#n1# o2 Va/u# Add#d #hich is the amount of

7alue added created and ac;uired the entire su++ly chain of or"anic rice. /he

added 7alue is measured is the 7alue-added in 2011 due to the amount of out+ut of

farmers and /ani %ejahtera 'arm fluctuate so that the data used is data in 2011.

alue-added su++ly chain R+. C6.41 million. /ani %ejahtera 'arm became a

member of the su++ly chain of or"anic rice that "i7es the hi"hest contribution in

the creation of 7alue-added su++ly chain of or"anic rice by 42 +ercent.

&nd +%# 2$2+% $0 +%# pr#0#n1# o2 In4#n+or' Con+ro/ . /ani %ejahtera 'arm

o+erates a +olicy of +eriodic re7ie# in re+lenishin" su++lies of or"anic rice in the

#arehouse. !m+lementation of +eriodic re7ie# carried out because there are

fluctuations or 7ariations of or"anic rice demand from end consumers and retail of

or"anic +roducts as #ell as the number of bookin"s or"anic rice farmers chan"in"

+artners follo# the number of farmersA cro+s +artners that are not fi8ed.

ontinuous re7ie# Pros+erous 'arm 'armer did not a++ly for the retail su++ly of

or"anic +roducts #ant or"anic rice su++lied e7ery month.

R#2#r#n1#0

htt+*,,journal.i+b.ac.id,inde8.+h+,fa"b,article,7ie#,6

htt+*,,re+ository.i+b.ac.id,bitstream,handle,123456C$,5152,H12+ns.+dfD

se;uenceE12Fis&llo#edEy
http://journal.ipb.ac.id/index.php/fagb/article/view/8868http://repository.ipb.ac.id/bitstream/handle/123456789/58152/H12pns.pdf?sequence=12&isAllowed=yhttp://repository.ipb.ac.id/bitstream/handle/123456789/58152/H12pns.pdf?sequence=12&isAllowed=yhttp://journal.ipb.ac.id/index.php/fagb/article/view/8868http://repository.ipb.ac.id/bitstream/handle/123456789/58152/H12pns.pdf?sequence=12&isAllowed=yhttp://repository.ipb.ac.id/bitstream/handle/123456789/58152/H12pns.pdf?sequence=12&isAllowed=y

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