THE 8TH INTERNATIONAL JOINT SEMINAR & VISIT TO CLEAN AUTHORITY OF TOKYO METROPOLITAN GOVERNMENT

(CHUBO Disposal Facilities & Shin-koto Incineration Plant)

REPORTED BY :

AKBAR NURAUFA

120820170531

MARKETING ANALYSIS

Japan is a developed country in the Asian region, where this predicate is achieved with the

strong will and high work ethic of its inhabitants. In addition, according to the author, Japan is one

of the most influential countries in the world in regard to technology and products. For example,

there are many Japanese motor vehicles that are used worldwide and are easily accepted by various

nations and layers of society. Also, there are many Japanese specialties that are marketed in various

countries around the world, such as bento, ramen and sushi. In addition, we can find shopping

center franchises that are quite popular in Japan around the world, such as SEIBU, TOBU,

TOKYU, as well as convenience stores that offer a variety of affordable products, such as DAISO.

There are also popular toys and hobbies from Japan around the world, such as 4WD mini

cars and Tamiya model kits, Gundam Model Kits and various types of hobby products. The various

examples of Japanese products make the author quite curious as to what kind of country Japan

really is.

One time the author had the opportunity to go to Japan, with the aim of presenting a

research paper and visiting waste processing companies in Japan. The author did not miss the

opportunity, since going to Japan would answer the writer's curiosity for years. The author also

considered this opportunity as the answer of his many years of prayer. So when in Japan, the author

made a kind of personal research to observe the culture, karmic order and work ethic of the

Japanese people so they can ultimately produce products that are popular in any part of the world.

In conducting this research, the author visited several popular tourist attractions, that are

likely to be mainstream destinations for tourists visiting Japan for the first time. According to the

author, visiting these tourist attractions is similar to, "You have not been to Bandung if you haven't

visited the Gedung Sate area”. So, the first place visited by the author after the company visit is

Asakusa Temple in Nakamise Street, Tokyo - Japan. Of course, the author should not go home

empty handed, in the sense that there must be a minimum of knowledge that the author gained

after visiting the place.

Asakusa, Shenso - Ji Temple and Nakamise Street. At exactly 3:00 p.m. Japanese time, the

author arrived in the Nakamise Street area. The weather at that time was very hot, the author looked

at the thermometer on the cellphone and it showed 40 degrees Celsius. This condition was made

worse by buses hired by the author and his groups that could not park in front of the Asakusa

Temple area, so we had to walk 200 meters to reach the Temple. This was enough to make us

sweat profusely. In the end, the author reached the Asakusa Temple area and was amazed by the

temple bells that the author often saw in tourism brochures, magazines or television, My heart said

"I’ve finally arrived in this place".

Before the author conducted a marketing analysis in this place, the author got direction

from the field supervisor and Tour Guide, who essentially told the group to explore the area as

much as possible, and then gather at the designated center point at 5:00 p.m.

Armed with a GPS on the smartphone, the author tried to analyze the grocery stores along

the road to Asakusa Temple. To be honest, the author was quite disappointed when doing

marketing analysis in the area, because the author felt that the area did not show the true

characteristics and taste of Japan. Instead, the author thought that these shops were more like shops

in the Dalem Kaum area of Bandung which sell wedding souvenirs. The author thought so because

there were many Chinese products traded in the area, including clothes or t-shirts that read "I love

Japan", kimonos, wallets, and various small accessories like key chains, Japanese pencils,

refrigerator decorations and so on. Even worse, these Chinese-made goods said "Made in Japan"

on the outer packaging but showed the real country on the product. Especially after the author

examined it further, each of these products had low quality in terms of raw materials, as well as

lacked of quality control in each product, such as not straight stitches and different clothes

connections between left and right. These findings made the author wonder about the selling value

offered by the region, which is often promoted on the first page of tourist bulletins in each travel

agent.

After conducting marketing analysis in the Asakusa Temple area, the author thought that

the goods sold in the area slowly began to lose their original Japanese nuances, and such nuances

only appeared when there was an event or celebration carried out in the area. Next, the author will

conduct a marketing analysis of another region that the author visited which gave a deep

impression to the author while in Japan. It is the Akihabara region where the area according to the

author has its own charm and has the nuances of the original Japan today.

Akihabara Street

On Friday, July 27, 2018, at 13:30 Japanese time, the author planned to visit the Akihabara

area. The situation on that day was very different from the previous days, where on that day the

air temperature dropped to 20 degrees Celsius, and it was rumored that there would be heavy rain

and storms. The author was pessimistic to reach the Akihabara area under this condition, because

when the author left the Ikebukuro area, the sky had begun to cloud. Especially when the author

stopped in the Ueno area, the rain had started to fall lightly, so the author decided to immediately

take a train and continue the journey to the Akihabara area. When the author arrived in the

Akihabara area, the sky began to clear up, and the author was grateful for that. The author became

excited to continue exploring the area. After looking at a digital map on the cellphone, the author

began exploring the area known as a hobby area, because throughout the exploration the author

found a lot of things related to hobbies, from buildings that sell diecast cars, Gundam action

figures, Tamiya Mini 4WD, military model kits, to shops selling crossdressing cosplay clothes.

The author was looking for his place of interest, namely Amiami building which sells a variety of

models of car kits - car toys collection is the author's hobby. The explanation of the marketing

analysis of the Akihabara area is as follows:

Marketing Mix Explanation

Product - Products sold in the Akihabara area are hobby items such as diecast cars,

Gundam action figures, Tamiya Mini 4WD, military model kits, Cosplay

costumes, console game devices, second hand hobby items, and the attributes

of pachinko gambling games.

Price - Prices set for hobby products range from 500 yen to 10,000 yen for one

product (diecast, model kit, mini 4WD, etc)

Place - Buildings along the Akihabara area have their own specialties, some focus on

selling model kits, game consoles, Gundam action figures, etc.

- Each building has an average of 8 floors, and has attractive decorations

according to the products sold.

Promotion - If we make purchases above 5,000 yen, we will get a free tax- Prices set at the

pricelist on average get a discount of 30-33%.

People - Employees and sales still use manpower and traditional activities by

interacting directly with customers.

Process - The process of activities taking place in the Akihabara area is carried out from

09:00 to 20:00 Japanese time. The services provided to consumers at each store

vary.

- Every shop that I visited has similarities in regard to direct service to

consumers. The seller makes direct sales to consumers and always gives a smile

after the transaction.

Physical

Environment

- Employees in every shop in the Akihabara area have smart qualities in

providing services and marketing, they always provide thorough information

about products sold to consumers.

Advice for Business Owners

The advice I give to business people engaged in hobbies is to actively sell their merchandise

by marketing through e-commerce websites, because every store in Akihabara on average has its

own website. I suggest e-commerce websites because this will add value to the business they are

building. Because if an e-commerce that is already well-known by consumers wants to be sold, it

will certainly be valued at a high enough price by consumers.

We recommend that Indonesia makes its own brand on hobby items, for example in model

kits. There are many talented modelers in Indonesia, but there is not a single local model kit

offered, whereas the market share is quite large for hobby products in Indonesia.

Advice for the Government

The suggestion for the government is to support every business holder engaging in hobby

by not needing to add an SNI label to every hobby product sold in Indonesia, because the SNI label

only increase the price of each hobby product sold in the Indonesian market.

In addition, it is good for each modeler to be given a creative space in order to develop his

hobby, or if there are more budgets, it is better to include Indonesian modelers in international

competitions.

CROSS CULTURAL ANALYSIS REPORT

Cross-cultural analysis in this regard is very interesting in my opinion, because I was so

amazed when I first set foot in Japan, people were so disciplined about time, and they really valued

time, for example by walking fast when chasing a train. I was so shocked when people walked so

fast, because it felt like the wind was blowing, and suddenly a person was in front of me, even

though before that person was still far behind. Besides, they were so orderly when queuing or

crossing the road, even on the highway I hardly heard a horn. When in Japan, I heard the sound of

a horn only once, in the Ginza area. The clearer explanation of cross-cultural analysis is as follows:

Differences in Values, Beliefs, and Policies

Something that I found when in Japan was how orderly the people were in this country,

where everyone even though they lived under pressure but seemed to enjoy each other's lives,

especially when they saw people driving motor vehicles, they did not rush when driving. While in

Japan, I observed one family; the father went to the office by train while the mother rode her child

to school on a bicycle. These scenes are often seen in movies, but in reality they happened everyday

in Japan.

Acculturation

Related to the acculturation in Japan, which I reviewed was myself, I tried while in Japan

to wear shirts on a day-to-day basis because I see that the culture of Japanese people today in terms

of dress is influenced by Western culture, namely wearing shirts or blazers. So that on various

occasions I tried to wear shirts even though the weather was hot.

Global Brands

When I was in Japan, I paid close attention to some brands that are very famous in

Indonesia, one example is the UNIQLO clothing store where the shop is spread all over Japan,

besides that there were also the Onitsuka Tiger shoes which I have been using since I was in

elementary school, namely in 1998. There were also apparel and fashion products that were

developing, namely the NEIGHBORHOODS, PORTER, and Bathing Ape (BAPE) products

which were the target of young Japanese children.

As for the brand that is not found in the Indonesian market is the Onituska Tiger Nippon

Made shoe brand, which is offered only at the Japanese domestic market.

COMPANY VISIT REPORT

Clean Authority of Tokyo (CHUBO Disposal Facilities)

On Monday, July 23, 2018. Our group visited one of waste treatment plants where the

factory is located in a gray location, or in other words the location is not yet on the map and is a

reclaimed land. The factory is very selective in choosing the waste to be processed. As for the type

of waste received by the factory, is household waste such as used mattresses, futons, and furniture

made of wood. All of the household waste is transported using a garbage truck. Once the truck

reaches the factory, the waste will be weighed first. After weighing, the waste is sorted by type

and then chopped up for the next process. After the household waste is finished chopping, the next

process will be recycling iron and aluminum-based waste, and burning waste to generate power

for the plant. The residue of combustion waste is used as a filling material which is useful for

building new areas.

Shin-Koto Incineration Plant

Japan has a population of 127 million people based on the population census in 2017, this

number is smaller than the population of Indonesia of 258 million based on the census in the same

year. Unlike Indonesia of which population increases each year, Japan’s population is declining

every year. The first thing I noticed when visiting Japan was that almost every region was very

clean, except in the Ueno and Shinjuku regions where trash were scattered by homeless people.

Public awareness of community friendliness, time discipline, cleanliness and adherence to

rules is a matter that is highly admired by the author who thinks that it can be an excellent example

to be applied in everyday life of Indonesian people. Such awareness must be built from small

things such as throwing garbage into garbage bins, being on time and always obeying the rules

that have been made.

The habit of Japanese people in disposing of trash, starts from storing garbage in a personal

bag if they have not found a trash can. The garbage bag will be discarded when finding special

trash bins. Garbage disposal also has rules such as sorting out garbage before putting it into the

trash can according to the type of garbage. In Japan, categorizing waste is important so that when

it is processed the waste does not need to be sorted again. Waste is categorized into three types,

namely organic waste, non-organic waste and household furniture waste consisting of wood,

kapok, polyester, iron, steel, and so on.

The discharged waste will undergo further processing by the garbage disposal company

namely Shin-Koto Incineration Plant which operates based on the Japanese government. In Japan,

waste management is divided into sections located in Tokyo, Kotoku and Minako. The 3 parts of

the city manage waste from 23 municipalities in Tokyo.

The Shin-Koto company manages waste through incineration. Garbage officers who come

to the house will pick up trash according to the schedule, namely Wednesday and Friday. The

community must obey this waste sorting rule because if they don’t, the waste will be returned to

its owner.

During a visit to the Shin-Koto company, the author saw several results of waste

management, for example recycled goods that can be used such as plastic, paper, and other goods.

During the visit, there were presentations about how the company managed waste from taking it

from community homes to reusing the results of their waste treatment. There are many processes

in waste management ranging from combustion, grinding and smelting to recycling materials.

During the visit, the company explained the sorting of waste that was divided into several

types that could be processed, recycled and reused. For example, organic and inorganic waste in

the form of household products is the kind of waste that can be processed into fertilizer that has

economic value. Non-manageable waste such as chemicals and hazardous materials are disposed

of and buried in special places.

Shin-Koto operates for 24 hours including holidays.Activities are carried out starting at 6

am local time for officers who collect household garbage. This activity is carried out using a special

blue car. These field workers will take household waste prepared by each household based on the

schedule and time available. If the waste is not suitable then the field worker will not take out the

garbage and will return it to the place of origin.

Furthermore, after the garbage is collected in the garbage car, the next stage is garbage

disposal. Garbage is disposed of in a factory area that has 23 doors. This disposal will eventually

become the main place of garbage collection that comes from the community. After being collected

in the garbage bunker, the waste will be stored temporarily for further process.

The next stage is throwing the waste by using a crane into a waste hopper where waste will

be destroyed by a large machine and then burned. The combustion product will be used as energy.

The combustion process is carried out 24 hours with a temperature of 2,500 degrees Celsius. The

process continues to economizer stage where heat is reduced from 250 to 170 degrees Celsius to

produce energy. Furthermore, gas from burning waste goes to filter bag. Slaked lime and reagents

that react with dioxin are blown into the filter bag to removes dioxin, mercury, hydrogen chloride,

sulfur oxide, soot and flue gas dust from the cooling tower.

Eliminating acidic gas is the next step in waste treatment. This activity is performed to

sulfur oxide and liquid hydrogen chloride and mercury in smoke gas by rising with caustic soda

and liquid chelated water. Furthermore, the NOx contained in the flue gas is changed into harmless

nitrogen and water with the help of catalysis by blowing ammonia gas and decomposing dioxin.

Ashes produced from the process undergo extensive treatment; some are reused in the plant, and

the remaining are discharged into the municipal sewage system.

In Indonesia, the waste management process is not like in Japan. Indonesia does not have

rules related to household and industrial waste disposal. Processing that occurs in Indonesia is just

throwing garbage without sorting and immediately throwing garbage into trash bins. Every day,

the waste produced by households will be collected by the sanitation service workers and dispose

of to the final disposal place. This, if left unchecked, will create a new problem for Indonesia.

Since Indonesia is a country that has a geographical vulnerability to natural disasters, waste

management should be an important concern of the community and government in Indonesia. It is

the responsibility of all citizens to maintain cleanliness and prevent new disasters resulted from

the waste produced by the community.

Therefore, the government must have a waste management program that must be

implemented immediately in people's lives. The program can provide counseling to the community

on how to sort waste, and make a regulations on waste sorting. In Indonesia, the author has seen

garbage dumps, but it seems that the government has not provided a special area for incinerators

such as that in Japan. This is also a new challenge for this country because the economy is still

recovering and Indonesia is currently carrying out various developments that are being planned by

President Joko Widodo.

Based on Law No. 18 of 2008 on Waste Management, Waste management efforts can be

done through Reuse, Reduce, and Recycle (3R). The following is the explanation of 3R:

A. Reuse

It is using again waste or used goods for other functions in daily activities such as the

following:

• Reusing plastic-based packaging such as plastic bags, plastic bottles for the same function or

other functions. Using repackaging until it can't be used anymore. This plastic property is also a

category of waste that is difficult to recycle,

• Using a rechargeable batteries. Don't keep buying new ones,

• Selling or giving garbage to people in need, such as waste collectors who need various bottles

or materials made of plastic that have been used,

• Using office equipment repetitively, for example using scrap paper for drafts,

• Using waste for making crafts such as small bags or rugs,

• Using smartphone or computer to write notes frequently as possible to reduce paper,

• Using organic waste for composting and using primary packaging to refill our needs.

B. Reduce

It is an activity of cutting back the amount of waste produced. The followings are things

that can be done to reduce waste :

• Choosing products that have recyclable packaging, Avoid using and buying products that can

produce a lot of waste,

• Buying one refill, reducung the use of disposable ingredients,

• Providing information in the form of soft copies on computers and the internet and not using

paper,

• For hospitals, using incinerator to burn medical waste.

C. Recycle

This activity includes using waste to remake new goods such as:

• Processing organic waste into compost,

• Processing paper into pulp and reprinted into paper again,

• Selling recycled products to the public.

Waste Management Process in Indonesia (Brief Explanation)

There is a system for processing of waste, that includes five mutually supportive aspects

which interact with each other for achieving goals. The system regulated by (Ministry of Public

Works, SNI 19-2454-2002), The aspects that are intended among others as follows:

A. Aspects of Operations Engineering

Aspects of Operational Engineering is one of the efforts to control the growth of waste,

but its implementation should still be adjusted with consideration of health, economics,

engineering, conservation, aesthetic and environmental considerations.

B. Institutional aspect

Institutions in the waste management system play a very important role, among others:

organizational structure, functions, responsibilities and authority as well as vertical and horizontal

coordination of management bodies. The number of solid waste management personnel shall be

in accordance with the scope of their duties. For the number of employees of the collection system

at least 1 person per 1000 population is served.

C. Financing Aspects

Financing aspect serves to finance the operation of waste management, which starts from

the source of waste / sweeping, collection, transfer and transport, treatment and disposal.

D. Aspects of regulation

The principle of regulating waste management aspect in the form of regional regulations

which become the basis of waste management laws in Indonesia.

E. Aspects of community participation

Community participation in waste handling or disposal include: knowledge of waste /

sanitation, routine retribution fee payments, RT / RW / village packing costs, community service

activities, garbage collection.

APPENDIX