0 bitc.final pdf - copy
DESCRIPTION
tehTRANSCRIPT
Indonesia Tea Development : An Opportunity
Presented atBandung International Tea Convention
4 Nov 2014
COORDINATING MINISTRYFOR ECONOMIC AFFAIRS
Musdhalifah MachmudAssistance to Deputy for Plantation and Horticulture
2
Where We Are Headed
~ 12 largest~ 12 largest
~ 8 largest~ 8 largest
8 – 9 % per annum 5 – 6 % per annum
3
The New Government
4
The New Government
5
Economic Development Creating Middle Class
Sumber : ADB, *estimasi 2012
ADB, Middle Class : $2 - $20 per capita/day
“Indonesian Middle Class become double in 10 years”
6
A once in Century Opportunity
Indonesia has once in a century opportunity toimprove the lives of all Indonesian by achieving a tenpercent rate of growth of national income andcreating 21 million good, productive job. Two facts have combine to create this opportunity:
1. China exports US$ 1,500 billion of labor intensivegoods , but its no longer competitive. Its labor costis shrinking and aging, wages are rising rapidly.
2. Indonesia has an estimate 20 million surplusworkers in agriculture.
(Prof. Papanek, 2014)
7
Economic Development has created job opportunities and reduced poverty
9.86
11.2410.28
9.118.39
7.877.14
6.56 6.14 6.255.70
3.00
4.00
5.00
6.00
7.00
8.00
9.00
10.00
11.00
12.00
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014Peb
Tingkat Pengangguran
16.66 15.9717.75
16.5815.42
14.2013.33
12.36 11.66 11.47 11.25
5.00
7.00
9.00
11.00
13.00
15.00
17.00
19.00
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014Mar
Tingkat Kemiskinan
8
INDONESIAN ECONOMIC : Become 16th in the world
0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000
(1) United States(2) China(3) Japan
(4) Germany(5) France
(6) United Kingdom(7) Brazil
(8) Italy(9) Russia(10) India
(11) Canada(12) Australia
(13) Spain(14) Mexico
(15) South Korea(16) Indonesia
(17) Turkey(18) Netherlands
(19) Saudi Arabia(20) Switzerland
(21) Sweden(22) Norway
(23) Iran(24) Belgium
(25) Argentina
Sumber: World Bank, CEIC, IMF
97 6
2 2 2 2
2624
2826
1816 16
1990 1995 2000 2005 2010 2011 2012
China Indonesia
Keberhasilan pembangunan ekonomi indonesia telahmembawa Indonesia ke dalam kelompok G20.
Pada tahun 2012, Indonesia menjadi negara terbesar ke16 dunia (2005 masih di peringkat 26).
Indonesia berada pada arah yang benar.
9
RESOURCES
Sumber: World Bank, CEIC, IMF
Human CapitalNatural Resources : Bio resource, Mining, SeaTourismNational StabilityTechnologyInfrastructure, etc
Natural Resources: Palm Oil, Rubber, Cocoa, Tea, Coffee, etc.
We need to maximize the benefit of tea to drive the economic of the farmerand the village.
10
70
80
90
100
110
2005 2006 2007 2008 2009 2010 2011
145
150
155
160
165
170
2005 2006 2007 2008 2009 2010 2011
The tea sector in Indonesia is shrinking – in area harvested, productionand export volumes
100
105
110
115
120
125
130
135
140
145
150
2005 2006 2007 2008 2009 2010 2011
Total Harvested Area (‘000 hectares),Indonesia 2005-2011
Sources: Badan Pusat Statistik, World Bank Presentation, January, 2014
Tea Production (‘000 Tons), 2005-2011
Tea Exports (‘000 Tons), 2005-2011
Current Situation: why the tea sector should be a source of concern
11
Increased tea consumption inemerging markets – since 2001, teaimports to many regions have beengrowing at rapid rates:• Middle East: up 61%• Latin America: up 127%• Africa: up 221%
Growing demand for high-value teasin mature markets, driven by interestin health benefits, connoisseur teas& new product formats:• With Starbuck’s acquisition of
Teavana, specialty shop tea salesare up 18% over the last year
• US Connoisseur Tea Sales: up450% since 1990
• Global Ready-to-Drink (RTD)bottle sales: up 41% since 2007
Despite the usual commodity-market ups and downs, global teademand and prices are generally trending upwards
1.00
1.50
2.00
2.50
3.00
3.50
4.00
4.50
2005 2006 2007 2008 2009 2010
Global Tea Consumption (mln tons)& Composite Global Prices (US$/kg)
= Avg. global auction price (US$/kg)
= Global consumption (in million tons)Sources: FAO Intergovernmental Group on Tea, ITC Trademap, US Tea Association, World Bank Presentation, January 2014
Global demand drivers
Current Situation: why the tea sector should be a source of concern
12
Indonesian Tea Consumption
Sources : Indonesian Tea Board
152,
589
151,
012
142,
342
137,
245
92,3
04
87,1
01
75,4
50
70,0
71
7,16
9
10,8
70
19,8
12
24,3
97
67,454ton
74,781ton
86,704ton
91,571Ton
0
10, 000
20, 000
30, 000
40, 000
50, 000
60, 000
70, 000
80, 000
90, 000
100 ,000
-10,000
10, 000
30, 000
50, 000
70, 000
90, 000
110 ,000
130 ,000
150 ,000
170 ,000
2009 2010 2011 2012Production (Ton)Export (Ton)Import (Ton)Domestic Consumption (Ton)
Indonesianconsumption/head is lowerthan some other countries
Consumptiongrowth 12%/year
and tend toimproveExport tea in bulk tea is priced for $3,- Consumers are
paying equivalent of $30 to $40 in value added forms.
But, Indonesian Tea Consumption Is Growing and Tend to Improve
13
Keterangan:1. Makanan, Minuman
dan Tembakau2. Tekstil, Barang Kulit &
Alas kaki3. Barang Kayu & Hasil
Hutan Lainnya4. Kertas dan Barang
Cetakan5. Pupuk, Kimia &
Barang dari Karet6. Semen & Brg. Galian
bukan logam7. Logam Dasar Besi &
Baja8. Alat Angkut, Mesin &
Peralatannya9. Barang Lainnya
14
Tea business opportunities in Indonesia is very promising
Sources: Indonesian Tea Board
Domestic consumption= 0,35 Kg/capita/yr.
Tea Farm Productivity:- Average : 1.200 kg/ha/yr.- The potential : > 2.500 kg.
The Potential To increase the volume of production. To increase the domestic demand. Will increase the global demand
Marketing strategy Develop the assurance of good quality. Establish the solid farmer’s organization Establish the promotion strategy with the target establiishing Indonesia
“national branding”
15
Indonesia: Yesterday-Today-Tomorrow
Mall and Plaza were the one stop service that youth are looking for
Sources: http://enterthelab.com/index.php
16
Indonesia: Yesterday-Today-Tomorrow
Youth are looking for a place that suits with their lifecycle and socialneeds.
Sources: http://enterthelab.com/index.php
17Sources: http://enterthelab.com/index.php
18
Q : What Do You Drink at Lunch ?
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Soda Tea Mineralwater
Juice Other
5.20%
20.90%
55.70%
15.70%
2.50%
Surprizingly whatwas considered as“youth drink” isnow at the bottomposisiton
Sources: http://enterthelab.com/index.php
Anomaly of Indonesian People
19
Q : What Kind of Beverage that Your Friends Buythe Most ?
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
Tea MineralWater
Soda Juice Milk Other
62.60%
20.90%
7.80% 5.20% 1.70% 1.70%
Tea isconsideredmore as asocial drink
Sources: http://enterthelab.com/index.php
Anomaly of Indonesian People
20
Tea business opportunities in Indonesia is very promising
Health issue is becomingmore salient.
Drinking tea is embeddedculturally in many
Indonesian eating ritual.Its not about the taste,but the social custom.
Sources: http://enterthelab.com/index.php
Anomaly of Indonesian People
21
Thank You
COORDINATING MINISTRY FOR ECONOMIC AFFAIRS