Mustika Ratu is a successful illustration of Indonesia local companies that through international markets. Mustika Ratu Products have broad range, runing from a assortment of cosmetics, until oil telon and Slimming Tea.
During the twelvemonth 2008, Mustika Ratu recorded a singular accomplishment, where gross revenues increased by 30 % , whereas harmonizing to the Nielsen study, the national cosmetics industry grew merely 15 % . Gross saless are besides supported by exports, which contributed up to 30 % of entire gross revenues. Mustika Ratu reach international markets through exports. Some states which presently export finish are Malaysia, Saudi Arabia, Hong Kong, Brunei, Africa, and Middle East. The composing of exports reached 30 per centum of entire gross revenues. Malaya is the largest export market Mustika Ratu which controls about 50 per centum of entire exports.
In add-on Mustika Ratu has besides been selling decorative merchandises and herbal medical specialty to Saudi Arabia, Russia, Eastern Europe, Japan, Canada, Hong Kong and Papua New Guinea. In the following few old ages, is working to MRAT come ining the European market, Australia and America. It has been in the geographic expedition. Apparently, the planetary crisis is non a barrier for Mustika Ratu for making new markets. No admiration, the beauty company ‘s purpose to spread out the export market portion this twelvemonth and domestic gross revenues mark of Rp 610.1 billion ( RM 221.5 million ) .
After go toing a franchise system in the three of metropoliss circuits of Malaysia ( Langkawi, Genting and Kijal Terengganu ) , Mustika Ratu penetrated Kuala Lumpur in the watering place concern by puting straight. Inauguration Taman Sari Royal Heritage Spa and Institute of Education and Training Mooryati Sudibyo was conducted by the Ministry of Women, Family and Community Development of Malaysia, Datuk Seri Shahrizat Jalil.
Mustika Ratu as one of the Spa industry innovators in Indonesia, is acute to open the chance for net income in Malaysia. In add-on, the presence of Mustika Ratu Taman Sari Royal Heritage Spa and instruction and preparation establishments in Malaysia are expected. Some Malayan creative person and socialite attended the gap took it along with the Ambassador of Indonesia to Malaysia, Tan Sri Da’i Bachtiar, Deputy Human Resources Minister, Datuk Maznah Mazlan, Puteri Indonesia and the media.
Minister Shahrizat Abdul Jalil in his address said that, the merchandise Mustika Ratu has become a family trade name name ‘families Malaysia for a long clip. With the gap of Mustika Ratu and Spa Education and Training Institutions is expected to more adult females of Malaysia will set about preparation in the field of beauty, in add-on to bettering the accomplishments and chance to be self-entrepreneurs in the watering place concern.
Corporate civilization are:
Prioritize bettering client satisfaction
Working with cultural acquaintance and familiarity
Respect the unity and high professionalism
Supporting the cooperation and common aid in accomplishing common ends.
A A A A One of the advantages that characterizes Mustika Ratu advantage is that they create merchandises with natural ingredients that do non hold unsafe side effects such as cosmetics, other cosmetics are a batch of usage of chemicals. For this characteristic that they remain up to the market / international universe to go virtuousnesss and advantages they have.
Mustika Ratu penetrated and entered the international market in its ain manner, without altering the merchandise but by offering typical nature of the merchandise itself Mustika Ratu. This keistimewaannya proved capable of doing produk-produk/merek-merek compete with others both inside and outside the state.
The forte merchandises and services is the primacy of Mustika Ratu interesting manner consumers. By set uping some herritage watering place and other attention centres, Mustika Ratu pamper and supply good service to clients so that clients did non necessitate to think about Mustika Ratu merchandises because they can be asked straight about merchandises and other restraints they have.
Composition of corporate and good direction besides helps Mustika Ratu in competition with other trade names. Not merely that, mustika queen raised commissioners and managers who are skilled and experienced in their Fieldss so as to convey Mustika Ratu compete in international markets. The undermentioned composing / profile list of commissioners and managers of PT. Mustika Ratu Tbk.
Corporate – BOD and BOC
Board of Commissioners
Haryo Tedjo Baskoro, MBA President Commissioner hypertext transfer protocol: //www.mustika-ratu.co.id/images/content/pic_bocbod_haryo.png
Completed higher instruction majoring in Marketing at National University, Los Angeles, United States in 1992 and in 1999 had completed a Masters grade of Business Administration in the same field at Leicester University, England. His calling to give the experience more than 14 old ages in several concern countries, particularly the development of belongings undertakings and main road substructure, among others, Sheraton Mustika Yogyakarta Resort & A ; Spa, Drassindo Tower edifice, main road Lodge Aren – Serpong ( BSD City ) , etc.. Since 1988 until now served as President of the Board of Commissioners.
Prof. DR. FG. Winarno Independent Commissioner
In 1970 earned his doctor’s degree in Food Science from the University of Massachusetts, USA. Year 1982 was appointed as a professor of Food Science and Food Technology in IPB Bogor. Between 2002 and now serves as Commissioner of the Independent Company. Since 1961 until now served as a lector, Bogor Agricultural University. 1991 to 1995 served as President of the Codex Commission Alimentarus in Rome, Italy. In 2004 until now the President of the International Dairy Federation ‘s Indonesia representative. In the twelvemonth 1996 until now served as President of the Indonesian Flavor and fragrans Association.
Drs. Darodjatun Sanusi, MBA Commissioner hypertext transfer protocol: //www.mustika-ratu.co.id/images/content/pic_bocbod_dorodjatun.png
Old ages of instruction completed Strata 1971 The Department of Pharmacy at the Bandung Institute of Technology. In 1976 graduated from the Post Graduate Course at the State University of Ghent, Belgium and so in 1991 accomplished instruction in Antwerp, Belgium as a Master of Business Administration. Since 2002 served as the Board of Commissioners until now. From 1997 to 2002 served as President Director of PT. Kimia Farma Tbk. Year 1988 to 1998 as President Director of PT. Bio Farma.
Directors Profiles
A A A A
DR. Hj. BRA. Mooryati Soedibyo, S.S, M. Hum President Director
In 2007 accomplished Doctoral Program Faculty of Economics Department of Strategic Management University of Indonesia. In 2003 completed Postgraduate Education Studies Program Department of English Linguistics University Eleven March ( UNS ) , Surakarta. Since 1978 until now served as President Director Peseroan. It besides served as Director of PT. Center Mustika Ratu, PT. Mustika Princess Hotel, PT. Mustika Ratubuana International, Managing Director Taman Sari Royal Heritage Spa and PT. Mustika Ratu Investama. Served as Vice Chairman of the Assembly of the Republic of Indonesia and the Regional Representative Council of the Particular Province of Jakarta in 2004-2009. Year 1992 until now served as the Chairman of Yayasan Puteri Indonesia, Miss Universe franchise holder. In 1999 until now served as General Chairman of Indonesian Spa Association ( ASPI ) . Year 2000 until now served as General Chairman of Indonesia CIDESCO. In June 2003 obtained the grace of Best of The Best Entrepreneur of the Year Award from the International Institution Ernst & A ; Young.
Putri Kuswisnu Wardani, MBA Vice President Director hypertext transfer protocol: //www.mustika-ratu.co.id/images/content/pic_bocbod_putri.png
Completing a Maestro of Business Administration from National University, Inglewood, California, United States. Served as Vice President Director of the Company since 1991, besides held several of import places in assorted companies in Indonesia. Joined the Company since 1986 as Head of the Department of Promotion and Advertising.
hypertext transfer protocol: //www.mustika-ratu.co.id/images/content/pic_bocbod_dewi.png
Dewi Nurhandayani, BBA Director
Completing instruction from The American College for the Applied Arts grade in Graphic and Packaging Design in Los Angeles, United States. Since 1996 until now served as the Director of the Company. In the twelvemonth 1994 up to 1996 as a Manager in the Company ‘s merchandise development.
A A A A Arman S Tjitrosoebono, MBA Directorhttp: //www.mustika-ratu.co.id/images/content/pic_bocbod_arman.png
Old ages of instruction completed in 1982 at The School of Business – Pacific State University, California, United States in the field of selling. In 2001 joined the Company as Director of Marketing & A ; Gross saless, and presently serves as Chief Operations Officer ( COO ) of the Company. 1997 to 2001 served as Head of Marketing Director of PT. Reckitt Benckiser. Previously he held assorted places in Marketing & A ; Gross saless at some multinasioanal companies.
Zulfikar Lukman, MBA Director
Completed higher instruction in the Department of Economics at the University of Trisakti and completed a Masters grade of Business & A ; Administration at Monash University, Australia. Year 2008 boulder clay now become Corporate Development Director ( CDD ) of the Company. Year 2003 to 2008 a member of the Audit Committee of the Company. In 2006 served as Corporate Advisor & A ; CFO Kartika Chandra Group. Year 2003 – 2006 served as Managing Director of Victory Jaya Group. Previously served as Manager in several local and foreign Bankss.
PRODUCT OF MUSTIKA RATU
SWOT ANALYSIS OF PT MUSTIKA RATU
1. Merchandise
PT Mustika Ratu merchandises made from natural stuffs which are processed choice of modern and hygienic. Mustika Ratu has been certified ISO 9002 and ISO 14001 since 1996 and GMP ( Good Manufacturing Product ) since 2004, therefore giving assurance to consumers on the quality of environmentally friendly merchandises. Along with the more spirit “ back to nature ” , many people around the universe are now progressively want merchandises made from natural stuffs and the production procedure does non damage to the preservation of nature. The company besides has long been grown on these rules.
PT Mustika Ratu is a portrayal of the evolutionary success of herbal intervention. Herbal become portion of modern lifestyle inseparable. Efficacy of herbal medical specialty is so good for wellness and beauty attention for organic structure, manifested in a assortment of merchandises and attractive packaging. Assorted from the diverseness of medicative workss in Indonesia. Herbal no longer had to imbibe spectacless for wellness attention and fancify the organic structure, for illustration. Rather, it could pull out in pill signifier which is the kernel of assorted types and sum of flora.
Medicative merchandises and traditional cosmetics of Mustika Ratu made from natural ingredients. Almost all the merchandises in conformity Mustika Ratu prescription assorted lineage, heritage Sultanate of Surakarta, who passed on to the following. But now these merchandises are made by utilizing modern techniques and machines that meet the rigorous criterions of quality and safety. Mustika Ratu is now concentrating on the merchandises of traditional herbal medical specialty and cosmetics, the class of merchandises ( both types of merchandise or trade name ) continues to turn. Mustika Ratu is now bring forthing less than 500 no cosmetics trade names. Category consist tegument attention merchandises, make-up base, cosmetic make-up, hair attention, organic structure attention, and others.
We started this concern from the field of herbs that have been widespread in concerns such as beauty SPA interventions. Traditional Massage Javanese manner, he called Javanese massage services, is the other side of the hereditary heritage. Unmitigated, attention bundles Taman Sari Royal Heritage Spa that bundle as franchise sold overseas, to vie with Nipponese Shiatshu Massage, Swedish, Thai massage and assorted other massage theoretical accounts abroad.
MUSTIKA RATU COSMETICS
i‚§ Decorative
i‚§ Hair Care
i‚§ Facial Care
i‚§ Basic Makeup
i‚§ Body Care
i‚§ Whitening Series
MUSTIKA RATU HERBAL ( JAMU )
i‚§ Jamu Treatment: Hair Care, Facial Care, Body Care, Etc.
i‚§ Oral Care: Mountwash, Toothpaste
i‚§ Jamu Treatment for Men
i‚§ Herbal Drink: Herbal drink Tamarindus indica
i‚§ Slimming tea
There are many more merchandises offered by Mustika Ratu. In its offer all merchandises, Mustika Ratu ever provide quality and best service from them for all their clients.
2. Monetary value
Mustika Ratu produces a broad scope of beauty and watering place merchandises. Mustika Ratu merchandises that vary in monetary value harmonizing to the type of merchandise. Mustika Ratu merchandises intended for mature age market with in-between until high economic degree up to confront tegument attention, make-up base, cosmetic make-up, hair attention, organic structure attention. Price of Mustika Ratu merchandise low-cost by the people of Indonesia instead than imported merchandises.
3. Promotion
PT. Mustika Ratu is one company that specialized in beauty merchandises. In presenting the company and its merchandises to the populace at big, PT. Mustika Ratu utilizing a assortment of promotional schemes.
In the twelvemonth 1978 merchandises Mustika Ratu get down distributed to the shops, through beauty salons inquiring for an agent. Entering the early 1980s began to spread out Mustika Ratu develop the sorts of traditional cosmetics. Community began to acknowledge and utilize familiar merchandises, the end product of traditional beauty Mustika Ratu, which to a great extent popularized through articles and beauty audiences in magazines, and through advertisement in print and electronic media.
Another publicity scheme was the choice of event sponsorship in Puteri Indonesia. As the chief patron, so the PT. Mustika Ratu has the right to utilize the Puteri Indonesia as the merchandise icon ( subscriber ) .
Use subscriber Puteri Indonesia is one signifier of incorporate selling communicating activities conducted by PT. Mustika Ratu. Endorser is used to pass on to the consumer merchandises, such as the benefits of a merchandise. These benefits are non merely functional benefits but besides emotional benefits that a run scheme that gives more pride to the consumer. Pride will do consumers interested in taking a merchandise and will be more satisfied.
There are several grounds why the PT. Mustika Ratu utilizing Puteri Indonesia to advance its merchandises.
aˆ? The first is expected that the icon Puteri Indonesia will impact the merchandise image and company PT Mustika Ratu. Both are expected Puteri Indonesia could go a powerful subscriber that attract consumers to purchase. Promotional activities carried out by PT. Mustika Ratu has been in usage rather efficaciously Puteri Indonesia.
aˆ? Schemes that can be done to the direction of PT. Mustika Ratu to better its promotional scheme for this which uses subscriber is the girl of Dutch east indies:
1. Making Puteri Indonesia as a star merchandise advertizements Mustika Ratu
2.Meningkatkan promotional activities outside of the choice arena Puteri Indonesia.
3. PT. Mustika Ratu must inform the populace that are Puteri Indonesia is embassadors of PT. Mustika Ratu.
4. Make the most positive image of the Puteri Indonesia
In add-on Mustika Ratu clients besides held a particular assemblage for Mustika Ratu loyal clients on a regular footing in other countries in Indonesia. This is done by opening the booths at the beauty. Gathering client is besides intended as a agency of suiting consumers ‘ input and hope that will be utile for the company and merchandise quality in the hereafter.
4. Topographic point
Merchandises Mustika Ratu is now easy to obtain and busy top places in the domestic market and good accepted in abroad markets, like Malaysia, Singapore, Saudi Arabia, Russia, Eastern Europe, Canada, Hongkong and Papua New Guinea.. From this success, the company plans to increase exports and to perforate international markets.
For this type of Mustika Ratu Spa, some ASEAN states have adopted the traditional watering place concern franchise bundle Java Mustika Ratu, such as Singapore, Brunei, or Thailand. In add-on to direction fee, he had the opportunity promote Mustika Ratu medicative merchandises for watering place interventions at all outside the state. He besides sent her masseuse labour predicated therapy, or experts who earn great therapist.
Specifically for the export market, Mustika Ratu have be aftering to acquire new market mark in Africa and the Middle East with a scheme to increase gross revenues is to bring forth new merchandises high demand.
As for the local market, Mustika Ratu will beef up the gross revenues in the secondary market down. Mustika Ratu will keep a monolithic run in order to prehend the queen pasar. Mustika Ratu will raise operational costs, from Rp 153.6 billion to Rp 191.5 billion. The greatest portion for publicity.
SWOT Analysis
Strength:
– Local merchandises
– Monetary value is more low-cost
– Easily obtained
Failing:
– Clinical tests
– Packaging
Opportunities:
– Eastern European markets ( Russia )
– Young person
– Patrons of Puteri Indonesia
Treatment:
– Merchandises imported
– Image ( that Mustika Ratu merchandises for grownup adult females merely )