IPMI IBC

CASE PROPOSAL

Accelerate teh Floriculture Industry through

Marketing, Perople, and Production in Yayasan
Bunga Nusantara

-TUTOR PUH TEAM-

Crystaly, Keyra Audrey A.C, Argatha A.H, Geraldine Eileen A.
 TABLE OF CONTENT
TABLE OF CONTENT....................................................................................................................1
EXECUTIVE SUMMARY.............................................................................................................. 2
CHAPTER I : INTRODUCTION...................................................................................................3
1.1 Background...................................................................................................................................3
1.2 Company Profile...........................................................................................................................3
CHAPTER II : PROBLEM IDENTIFICATION.......................................................................... 4
2.1 SCQ (Situation, Complication, Question).................................................................................... 4
2.2 Issue Tree...................................................................................................................................... 4
CHAPTER III : FRAMEWORK ANALYSIS............................................................................... 5
3.1 Internal and External Analysis......................................................................................................5
3.1.1 Mckinsey 7S....................................................................................................................... 5
3.1.2 PESTLE Analysis............................................................................................................... 5
3.2 Competitor Analysis................................................................................................................... 6
3.2.1 Porter’s 5 Forces PT Alam Indah Bunga Nusantara...........................................................6
3.2.2 Porter’s 5 Forces Taman Bunga Nusantara........................................................................ 7
3.2.3 Competitive Profile Matrix.................................................................................................7
3.3 Market Analysis.......................................................................................................................... 7
3.3.1 Segmenting, Targeting, Positioning....................................................................................7
3.3.2 Market Sizing..................................................................................................................... 8
3.3.3 Customer Persona............................................................................................................. 10
CHAPTER IV: SOLUTIONS........................................................................................................ 11
4.1 Marketing.................................................................................................................................. 11
4.1.1 Cianjur Blossom Fest........................................................................................................11
4.1.2 #BlossomingFlower..........................................................................................................11
4.1.3 Market Diversification......................................................................................................12
4.2 People......................................................................................................................................... 12
4.2.1 Employees Upskilling and Reskilling Program............................................................... 12
4.3 Production................................................................................................................................. 13
4.3.1 Organic Chrysanthemums System....................................................................................13
CHAPTER V: IMPLEMENTATION........................................................................................... 13
5.1 Financial Analysis...................................................................................................................... 13
5.2 Timeline...................................................................................................................................... 14
5.3 KPI..............................................................................................................................................14
5.4 Risk Mitigation........................................................................................................................... 15
CHAPTER VI: Conclusion & Suggestion.................................................................................... 16
6.1 Conclusion................................................................................................................................. 16
6.2 Suggestion..................................................................................................................................16
REFERENCES............................................................................................................................... 17
Appendix A. McKinsey 7S Diagram.........................................................................................20
Appendix B. PESTLE Analysis................................................................................................ 20
Appendix C. Potential Revenue of Each Customer Type..........................................................21
Appendix D. Competitive Profile Matrix Table........................................................................ 21
Appendix E. STP Table............................................................................................................. 22
Appendix F. Project Budget.......................................................................................................23

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 EXECUTIVE SUMMARY
The floriculture industry in Indonesia holds huge potential, driven by the
country's tropical climate and rich biodiversity. However, despite a growing
domestic demand for flowers, challenges such as limited technological innovation,
poor human resources, and lack of government support are making it hard for the
industry's international expansion. Two floriculture companies in Indonesia are
Taman Bunga Nusantara and PT Alam Indah Bunga Nusantara. Taman
Bunga Nusantara is Indonesia's first Display Flower Park. Meanwhile, PT Alam
Indah Bunga Nusantara, specializing in chrysanthemum production, seeks to
expand its market reach beyond the Jabodetabek and Cianjur areas.
Using SCQ analysis and the Issue Tree diagram, in order to thrive in the
floriculture industry, two of the root problems that the company faces is lack of
diversified sales channel and lack of expertise management. To face these two
problems, strategies are recommended in 3 areas, namely marketing,
production and people which focuses on its impact and effectiveness in
resolving both the root of the problem and meeting broad customer needs. The
strategy consists of Cianjur Blossom Fest, #BlossomingFlower, Organic
Chrysanthemum System, Market Diversification, and Employees Upskilling and
Reskilling Program.

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 CHAPTER I : INTRODUCTION

1.1 Background
Flower industry is an economic industry that focuses on the production,
distribution and sale of cut flowers, ornamental plants, and other products related
to flowers. Nowadays, flowers are often used to decorate a place, either to
decorate a house or to decorate an event. Indonesia has a tropical climate that
allows people to care for various types of flowers. The demand for flowers in
Indonesia in 2018 was 64,427,450 kg, rising to 70,657,552 kg in 2019. This
shows that many people have made flowers a necessity to add aesthetic value.
However, the flower industry still has several challenges and has not been able to
increase the sales to go international, due to the lack of quality of human resources
and technological innovation to produce superior seeds to the absence of an
integrated information system between products and market needs.

1.2 Company Profile

Taman Bunga Nusantara is located in Cipanas, Cianjur, West Java with a
park area of 35 hectares and is the first Display Flower Park in Indonesia. This
flower park has a large collection of flowers from tropical to cold climate flowers,
also flowers from abroad such as Europe, Australia, and the United States. Taman
Bunga Nusantara still imports seeds from outside for the flowers in this park. The
main target of the park to become a go-international flower park is getting further
away from the target due to the declining data of tourists visiting.
PT Alam Indah Bunga Nusantara (AIBN) is a company that produces cut
chrysanthemums, potted chrysanthemums, cut carnations, flower fillers, and leaf
fillers. The marketing of this company's products also still covers the Jabodetabek
and Cianjur areas. The company has the opportunity to expand its reach overseas,
therefore it needs qualified human resources to support the maintenance of its
flowers. To support the expansion of the agricultural sector and the enlargement of
the sales reach of chrysanthemums in a sustainable manner, we have created
MPP: Marketing, People, Production strategy to create a safe, thriving, and
sustainable business until 2026.

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 CHAPTER II : PROBLEM IDENTIFICATION

2.1 SCQ (Situation, Complication, Question)

In the following table, we use the SCQ framework to identify the problems
and root causes faced.

2.2 Issue Tree

To be able to examine more deeply the problem of improving the
floriculture industry in Indonesia, especially PT Alam Indah and Taman Bunga
Nusantara, we formulated an issue tree in the following image.

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 CHAPTER III : FRAMEWORK ANALYSIS

3.1 Internal and External Analysis

3.1.1 Mckinsey 7S
To deepen Taman Bunga Nusantara and PT AIBN current internal
analysis, the McKinsey 7S Analysis is created as follows (Appendix A):

3.1.2 PESTLE Analysis

PESTLE analysis is used to understand external factors at play
surrounding Taman Bunga Nusantara and PT Alam Indah Bunga Nusantara’s
business. Using this framework, risks and opportunities available to those
companies can be identified by multiple factors (Appendix B). We found that:

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3.2 Competitor Analysis
3.2.1 Porter’s 5 Forces PT Alam Indah Bunga Nusantara
The Porter's Five Forces analysis is a framework used to analyze the
competitive environment within PT Alam Indah Bunga Nusantara. It helps
businesses and strategists understand the dynamics of competition and make
informed decisions about strategy and resource allocation. We found that:

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3.2.2 Porter’s 5 Forces Taman Bunga Nusantara

3.2.3 Competitive Profile Matrix

Based on Appendix C and D, PT Alam Indah Bunga Nusantara has an
advantage of the lowest price among competitors and has the biggest delivery
range because PT Alam Indah Bunga Nusantara can ship their product to Timor
Leste, Batam, and Lampung on a daily basis.

3.3 Market Analysis

3.3.1 Segmenting, Targeting, Positioning
The table below shows the results of the STP analysis which is used to
show the target market that can be achieved by PT AIBN (See Appendix E).

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3.3.2 Market Sizing
The TAM, SAM, and SOM market sizing framework is an analytical tool
used to measure and evaluate the market potential of a product or service.
A. PT. Alam Indah Bunga Nusantara

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B. Taman Bunga Nasional
a. Domestic Tourists

b. Foreign Tourists

9
3.3.3 Customer Persona

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 CHAPTER IV: SOLUTIONS

4.1 Marketing
4.1.1 Cianjur Blossom Fest

4.1.2 #BlossomingFlower

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4.1.3 Market Diversification

4.2 People
4.2.1 Employees Upskilling and Reskilling Program

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4.3 Production
4.3.1 Organic Chrysanthemums System

CHAPTER V: IMPLEMENTATION
5.1 Financial Analysis
Through the budget seen on Appendix F, the overall impact of MPP
strategy is shown in the table below. Highlights on the table are a significant
increase in revenue in 2026. This is because the implementation for most of our
projects start in 2025 and the impact will be felt in the subsequent year.
Payback period = total initial investment / cumulative cash flow
≈ 2,61 (2 years 6 months)

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5.2 Timeline

5.3 KPI
Key performance indicator calculations are carried out to determine the
success of the strategy and quantify the impact of the strategy on companies under
the Yayasan Bunga Nusantara. The quantification results are based on current
company data and benchmarking with competitors.

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5.4 Risk Mitigation
Our team has conducted extensive research and analysis to identify risks
that will come with implementing MPP Strategy, as well as the level of severity
and likelihood of each risk.

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 CHAPTER VI: Conclusion & Suggestion
6.1 Conclusion
Marketing, People, and Production (MPP) are three important components
in running a business. With good marketing, the value of production will increase,
and to maintain the business requires the quality of human resources. Yayasan
Bunga Nusantara is a company engaged in the field of flowers, in the form of
Taman Bunga Nusantara and PT Alam Indah Bunga Nusantara. The objective of
Yayasan Bunga Nusantara is to thrive in the business field of flowers in Indonesia
in order to have a well-diversified sales channel and have a good expertise
management system.
There are several solutions that we have developed to solve the problems
that Yayasan Bunga Nusantara has, namely MPP (Marketing, People, and
Production) which consists of Cianjur Blossom Fest, #Blossoming Flower,
Organic Chrysanthemums System, Employees Upskilling and Reskilling Program,
Market Diversification Through this strategy, Yayasan Bunga Nusantara
companies have the potential to increase revenue by IDR 697,833,880 and a net
profit by IDR 193,607,937 in 2026 based on projections for three years starting
2024–2026. In addition, based on the break-even analysis, these companies will
reach the payback period after 2.6 years by dividing total initial investment with
cumulative cash flow.

6.2 Suggestion
To help PT AIBN and Taman Bunga Nusantara solve the problems they
face, we recommend MPP (Marketing, People, and Production) strategies:

Cianjur #Blossomin Organic Market EURP

Blossom g Chrysanthemum Diversification
Fest Flower s System

Lack of ✓ ✓
expertise
management

Lack of sales ✓ ✓ ✓
channel

Competitiveness ✓ ✓ ✓ ✓

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Appendix A. McKinsey 7S Diagram

Appendix B. PESTLE Analysis

Appendix

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Appendix C. Potential Revenue of Each Customer Type

Appendix D. Competitive Profile Matrix Table

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Appendix E. STP Table

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Appendix F. Project Budget

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 Statement of Originality

This Team Tutor Puh consists of Argatha Advelida Hutagalung, Crystaly,

Geraldine Eileen, dan Keyra Audrey Annabelle Christianhereby, declare that this
submission is my own work and to the best of my knowledge. That it contains the
true information about myself for the competition.

I certify that the intellectual content of this enrollment form is the product of my
own work and that all the assistance received in preparing this have been
acknowledged.