STUDYTOURREPORTTOJAPAN

JAPANTHEINTERNATIONALJOINTSEMINAR&VISITTOCLEANAUTHORITYOFTOKYO(Shin-KotoIncinerationPlant)

Name:WillyAriefYudhistiraStudentID:120820160078

MagisterManagement(MM)UNIVERSITYOFPADJAJARANECONOMICSANDBUSINESSFACULTY

2017

PARTIMARKETINGANALYSISREPORT

1.1 HomeIndustryinNakamiseDoriArea

NakamiseDori isthepaththatconnectsKaminari-monGatewithSensojiTemple.Thisstreetistheoldestshoppingarea inJapanwitha lengthof250meters.BasedoninformationfromJapanTravelMagazine thisplace is filledwithover90shopsofvarious traditional souvenirsandcakesellersonbothsidesoftheroad.Thisplaceisneverquietvisitedbythetourists.

Sometypesofcakes,suchassenbeicake,ningyoyaki,andotherscanbefoundhere.Notonlypresentsacakethat iscooked,howtoprocessthecakewaspresentedhere. Itappearsthatthechefsaremaking,burningandservingcakesofhiscookiesonebyone.

Noless interesting, intheplaceavarietyofuniquesouvenirsdisplayedinfrontofthestore,including:minilanterns(minichochin),SuzutskiOmamori,Furin,KaosKaiTabiandsoforth.

All of these products are produced by home industry in Japan. The Japanese governmentseems to realize that the potential of home-based industry in the location should bemaximized,directed,andprotectedsothatitssurvivalbecomesbetter.

1.2MarketingMixforHomeIndustryatNakamiseDori

This place is interesting for us to review marketing mix (7 P - Product, Price, Place, Participant,Prosess, and Physical Evidance). But before we discuss about the marketing mix Nakamise Dori,althoughbrieflyfirstshouldbediscussedaboutsegmenting,targeting,andpositioning.

Based on the author's analysis during Nakamise Dori, Japan is very smart in dividing customersegments,targetingconsumers,andpositioningthemselves.JapaningeneralandNakamiseDoriinparticular pursued the upper middle class tourists segment. And they are trying to positionthemselvesastopofmindfortourismformiddle-classtrevelersandabove.

Product

InlinewithTargetandpositioning,ProductssoldatNakamiseDoriareproductsthatareuniqueinJapanandaremanufacturedwithhighquality standards. So thatbuyerswill feel the sensationofshoppinggoodsandfoodquality.

Price

ThepriceofferedatNakamiseDori for souvenir sizes is relativelyexpensive forbackpakers,but isveryaffordableformiddleclassentrepreneurstothetop.Theveryinterestingthinghereisthatthepricetagisembeddedineveryitem,sothebuyerdoesnotfeelliedto

Promotion

IfwearebrowsingatouristattractioninJapan,thenNakamiseDoriwillappearatthetopofthelistasamust-seetouristspotwhenwetravelinJapan.Inaddition,thesellersrealizethatthepowerofwordofmouthofthetravelerspostedinsocialmediaismoreinfluentialthanthepromotionsmadebythetourismdepartmentandtravelcompanies,thensellanddisplayqualitygoodsintoaseparatewayofpromotion.

Place

NakamiseDoriisinTokyocity,accesstotheplaceisalsoverymuch,amongthemifwedepartfromTokyoStationwecanuseJRKeihinTohokuLinetoKandaStationfollowedbyGinzaLinetoAsakusaStationwith ticketprice310yenand travel timearound17minutesonly. Ifweare fromShinjukuStationwecanuseJRChuoLinedownatKandaStationaswellandthenproceedwithGinzaLine.Ittakesabout27minuteswithaticketpriceofabout340yen.

People(Participant)

Becausetargetingtheuppermiddlesegment,thentheaspectofpeoplebecomesoneofthemainpriorities.Waitresses wear interesting clothes and are equippedwith excellent knowledge of theproducts theyhave. In addition theyare very respectful to the tourists and serve thebuyers verywell.

PhysicalEvidence

Physical Environment at Nakamise Dori makes the tourists comfortable in shopping and walkingdownthestreet.ThetypicalJapaneseartisticshopdesign,thedisplayingofgoods,andthequalityofenvironmentalhygienearethethingsthattheyprioritize.

1.3.SuggestionsforGovernment

TherearemanywaysthattheGovernmentofIndonsiacanmakethehomeindustrycansurviveandbeabletogrowbetter,including:

Protection

This is mandatory because the financial strength and business knowledge of the entire homeindustry is still very simple, so its survival is difficult to ascertain if they are against establishedcompetitors

Provideamarket

Reflecting fromthe shops that runalongNakamisheDori, the Indonesiangovernment shouldalsoprovidethepsarforhomeindustry.Soitisclearforthecraftsmentosellthegoodstheyproduce.

Qualityofproduct

Sheltering, protecting and providing markets does not guarantee the viability of home-basedindustries, if on the one hand they do not offer the quality and uniqueness of the goods theyproduce.

PriceStrategy

PriceStrategyisalsoneededsothatthemarkettheyhavetargetedmatchesthepriceoffered.

Financialmanagement

Needgoodeducation for thecraftsmenso that theycanmemeprolehsourcesof fundingata lowcost,abletomanagethefundstheyget,andmanagetheremainingmoreusharesultsappropriately.

PARTII

CULTUREANALYSISREPORT

2.1ReligioninJapan

Basedonsomeinformation,therearetworeligionsofficiallyrecognizedbytheGovernmentofJapannamelyShintoandBuddha.Practiceinthefield,Japanesesocietyunitetheconceptoftworeligionsintheirlives.OnNewYear'sdaytheJapanesewenttotheShintoshrinecalledJinjaandatthetimeofOboncelebrationtheyalsowenttoaBuddhisttemplecalledOtera,andintheirhousetherewasaplaceofworshipofShintoreligioncalledkamidanaandtheplaceofworshipoftheBuddhistreligioncalledbutsudan.(Sasaki.1995:71).

TheaboveexplanationshowsthatJapanisoneofthecountriesintheworldthatgivesfullfreedomtoitspeopletoexerciseatrustwithouthavingtobeboundtoanyoneparticularreligionorbelief.ThisshowstheuniquenessandcharacteristicofthebeliefsysteminthecountryofJapan.

As for the thing thatdistinguishes the religious lifebetween Japanesesocietyandsociety inothercountriesisJapanesesocietyismorelikelytocarryoutreligiousactivitiesbyreferringtotheculturalvaluesandoutwardvaluesthattheyconsiderasunrelatedtotheconceptofreligioninwardly.Theycarryoutreligiousactivitiesjustforfunandasameanstosocialize.

In Japanese law, the government should not interfere in religious matters. There is a severeprohibitiononusingstatebudgetformattersrelatingtoreligiousactivities.Allreligiousinstitutionsshould not be granted privileges from the state and are not allowed to exercise political power.Japan as a country that considers religion as an individual affair prohibits the government andagenciesperformreligiousactivitiesandcertainreligiouseducation.ForthatreasoninJapanwewillnot find any room or building to performworship or worship even in state institutions includingschools,InJapanthereisnoMinistryofReligionthattakescareofreligiousmatters.

Beyond the two traditional religions, many Japanese today turn to popular religious movementscommonlygroupedunderthename"newreligion"orinJapanesecalledshinshukyo.ThesereligionshaveelementsofShinto,Buddhismandlocalsuperstition,andsomehaveevolvedtomeetthesocialneedsofcommunitygroups.Oneofthemostfamousissokkagakkai,aBuddhistschoolfoundedin1930andhasamottoofpeace,cultureandeducation.Othernewreligionsincludeaumshinrikyou,gedatsukai,mikkyouleftyama,kofukunokagakuandothers.

2.2TheValueofLifeinJapan

Let'sgettoknowShintoism(Shintoreligion)moreclosely.Shinto isacompoundwordratherthan"Shin" and "To". Themeaningof theword "Shin" is "spirit" and "To" is "way". So "Shinto"means"thewayof thespirit,"boththespiritsof thedeadandthespiritsofheavenandearth.Theword"To"isadjacenttotheword"Tao"inTaoismwhichmeans"thepathofGod"or"thecourseoftheearthandthesky".Whiletheword"Shin"or"Shen"isidenticalwiththeword"Yin"inTaoismwhichmeansdark,wet,negativeandsoon.

TheBeginningoftheShintoReligionaroseinprehistorictimes,butwhosebuilderscannotbeknownfor certain. Its spread is in Asia but the largest spread is in Japan. Around the 6th century ADBuddhismenteredJapanfromChinathroughKorea.Acenturylaterthereligionhasgrownrapidly.Even over time Buddhism is able to insist Shinto religion. However, because Shinto teaches itsadherentstoworshipandworshiptheking,thekingistryingtoprotecttheShintoreligion.Sothatinthe year 1396 Shinto religion established as the state religion. In further developments, facing ameetingbetweenBuddhismandtheoriginalbeliefoftheJapanese(Shinto)thateventuallyresultedin a considerable competition between the Japanese priest (Shinto) and the Buddhist priests, tomaintainthesurvivaloftheShintoreligion,thepriestsacceptedandenteredBuddhistelementsintotheirreligioussystem.AsaresultShintoreligionhasalmostlostmostofitsoriginalproperties.Forexample,variousreligiousceremoniesandevenshrineshrinebuildingformsareheavilyinfluencedbyBuddhism.

Belief in "Us" In Shinto religionwhich is a combination of all-round psychism (animism)with theworshipofnaturalphenomenabelievethatallthegoodthingsthatliveorthedeadareconsideredtohaveaspiritorspirit,andsometimesevenconsideredcapableofspeaking,allthespiritsorspiritsareconsideredtohavethepowerofpowerthataffectstheirlives(Shintoadherents),thosepowerpowersareworshipedandcalled"Kami".Theterm"Kami"intheShintoreligioncanbeinterpretedas"above"or"superior,"sothatifitismeanttodenoteaspiritualpower,thentheword"Kami"canbetranslatedto"god"(God,Godandsoon).TheShintotraditionrecognizessomegodnamesthatfor Shinto can also mean a God who in Japanese is called the term Kami or Kamisama. ThisThursdayamaresidesor lives invariousspacesandplaces,both inanimateand livingthings.Trees,forests, nature, rivers, boulders, flowers so it is obligatory tobe respected. ThenamingofGod inShinto beliefs can be spelled out very simply namely the wordWe plus the noun. The Godwhodwellsonthemountainwillbeouryamano,andthenournooo(LordoftheRiver),hananous(Godof Flowers) and the highest God / God is the Sun God (Ameterasu Omikami) which must all berespectedandcelebratedwithacertaincelebration.SotheessenceofGod'sconceptofShintobeliefisthat"allthingsintheworld,whetherlifelessornot,haveessentiallythespirit,thespiritorpowermustberespected."ThisconcepthasadirectinfluenceinthelifeofJapanesesociety.

FormostJapanesethereligionisafreedom.Withreligionthesoulbecomesfree.Theysimplydonotwanttobeboundbyanyparticularreligiousunderstanding.Soit'snotunusualforpeopleinJapantorunvariousreligiousritualsinajumblewithoutanyonemakingafussaboutit.

ThemixingofmanyreligionsinthebodyoftheoriginalJapanesereligioncausedthe"religion"oftheJapanesetobecomeincreasinglyblurred.Thedifferencebetweenreligionandcultureandroutineisgetting thinner, so the Japanese have a concept of thinking about religion that is completelydifferent fromothernations.Religion in Japancanbesaid tobevery strangeandoccupiesaverybackwardplaceintheheartsoftheJapanesenation.ManyofthebehaviorofJapanesepeoplewhoshow themixing of religion is very unclear boundaries, so we can understand that the Japanesenationisnotanationthatemphasizesreligion.Ifinothercountriesreligionisusedasalifeguideforworld happiness and akherat, in Japan religion is nothing more than mere worldly rituals, manyJapanesedonotbelieveinlifeafterdeathwhichistaughtbyalmostallreligionsinthisworld.TheJapaneseneverthoughtoflifeafterdeath,becausetheydidnotbelieveit.Theywilldoeverythingtoliveinthisworld,andtoliveinthisworldisessentiallywork.SotherealJapanesereligionisajobyes

PARTIII

COMPANYVISIT

3.1Shin-KotoIncenerationPlant

ThelevelofenvironmentalpollutioninIndonesiaisveryalarming,thedataoftheDirectorGeneralofWasteManagement,WasteandHazardousToxicMaterialsfromtheMinistryofEnvironmentandForestry states that the total waste in Indonesia reaches 65 million tons in 2016. Increasedpopulationdensityandlimitedlandtoaccommodateresidualconsumptiontobeonefactorcausingthevolumeofgarbagecontinuestomount.

In a working visit to the Shin Koto Incenaration plan, we learnedmany things about how Japan,especially Tokyomanage their garbage. The city is inhabited by about 10million inhabitants thislookscleanandtidyallaroundthecorner.Asthecenterofbusiness,education,andpoliticsinJapanit will be imagined by us how high mountains of garbage in tokyo city? and how much land toaccommodatetrashinthecity?butasatouristIneverseeanygarbagescatteredletalonethesmellofgarbageineverycornerofthecity.

Shin-koto incenaration plan is the answer. Here the Japanese government concentrates onwastemanagement to create a green environment and low pollution. The concept of Reduce, Reuse,Recyclebegantobeintroducedingovernmentregulationssince2000inordertomanagewaste.

ShinKotoIncinerationFactorystartedtorunsince1998.Thecurrentproductioncapacityis1800tpd(3x600 tpd),making it the largest incineration plant in Tokyo. The plant uses conventional stokerfurnace technology. The resulting heat is used to generate electricity through a 50 MW currentturbine. In addition heat energy is also supplied to nearby public facilities, including Tatsumiswimmingpool,TokyoTropicalPlantYumenoshimaandYumenoshimarestingplace.

ThefactoryatShinKotoisequippedwithadvancedairpollutionpreventionequipmentsothattheemission levels produced are much lower than the national standards set by the Japanesegovernment.

ShinKotoemploysatotalof97staff,40ofwhomareoperatingstaff forthe incineratorunit.BiyaissuedbytheJapanesegovernmenttobuildtheplantisabout88billionyen(HK$6.4billion).Thefactory's financial performance is not very good, even subsidized by the government because theannual operating cost is about 2.3 billion yen (HK $ 168million), while revenues generated fromelectricityandheatsalesamountto1billionyen(HK$73million)annually.

3.2Reduce,Reuse,Recycle

SpiritofMottainaiisalivingphilosophythatregretssomethinginvainorunbeneficial,thisconceptis used to support the Reduce program. 60% of the waste disposed in Japan comes from thewrapping. Inthepasttheyused"furoshiki",apieceofsquarecloth,canwrapwith infinitevariety.Wecanuseitasapocketorbackpack.

Osagari,orhandme-down,aconceptthatusedtostartfromastateinwhichtheclothingbelongingtoasister is inheritedtotheyoungerbrother. It isnotrelatedtoausterity,butareflectionof thepositivehabitsofreusinggoodsthatcanstillbeused.Asforthewastethatcannotbeused,thenprocessedbackintosomethinguseful.

The following is a seriesof flowprocesses carriedoutat theShin -Koto incenerationplantwhichstartsfromtheprocessofenteringthewasteintothewastebunkerthenfurtherprocessedfurtherbybeingburnedtoproducesubsequentusefulmaterialssuchasmaterials for reclamationofnewislands,heatenergyandnewenergysourcesforhousehold.

ThisincinerationprocesshasaverysignificantimpactonwastemanagementinJapanbecauseitcanreduce the volumeofwaste to 1/20 from the previous volume. In addition to the positive thingsabove,itturnsoutthemachineusedinincinerationplanisalsoreliablebecauseitholdsupto25to30 years, with hours of operation for 24 hours. It shows that investing in this technologymakessenseforeverycountry.

3.3SuggestionsfortheGovernment

Beforewegive furtheradvice to the Indonesiangovernment,we firsthaveadescriptionofwastemanagement management based on research conducted by Michikazu Kojima in the 3rdInternationalBrainstormingWorkshopon"SustainableMunicipalSolidWasteManagementinIndia"January29and30,2015.

MakingincinerationplaninIndonesianeedstobeplannedearlyon,becausebeforethistechnologyis used socialization needs to be done to the public regarding the importance of reducing andmanagingwastefurtherforabetterlifeinthefuture.Becausewithoutitall,incenarationplanbuiltinIndonesiawillnotbemaximal.

Itneedstobeemphasizedthat,asgoodasanygarbageprogramandanysophisticatedtechnologyused, itwill remain in vain if there is no substantial contribution from the community to change.Thereareseveralimportantthingsthatmustbedonebythecommunitytosupportintegratedwastemanagementforthecreationofacleanenvironmentsuchas:

Accustomed3RlifestylethatisReduceReuseRecyle(Reduce,Reuse,Recycle)

Sortinggarbagestartsfromourimmediateenvironmentlikehomeandworkplace.Dothesortingofwasteat least3typesoforganicwaste,recycledandB3.Dividethekitchenwasteandfoodwasteintoorganictrash.Wastebottles,cans,glass,paperintorecyclingbinandelectronicwaste,batteries&lightsusedtoB3wastebin.

Reduce activities that can cause waste, for example do not use plastic bags. Get used to re-usegoodsthatarestillworthsellingandvaluablefor;recyclegarbageandAlwaysthrowgarbageinitsappropriateplace.