Scp analysis of pulp & paper industry

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Scp analysis of pulp & paper industry

  1. 1. Master of ManagementFaculty of Economics and BusinessUniversitas Gadjah Mada Introductory Economics for Managers Group 4 : Fanly Wisesa G. Wajan Harivan Chandra Hadiyanto Purnomo Idham Rachim Lingga Wardhana
  2. 2. Source• Elby Julian Putra, “Analisis Struktur, Perilaku dan Kinerja Industri Pulp dan Kertas di indonesia,” Final Paper, Bogor, 2009.• Video : www.theofficesuppliessupermarket.com, www.HowStuff Works.com• Paper Art Picture created by Peter Callesen
  3. 3. Market Structure
  4. 4. Industry Player (CR4) Kapasitas produksi kertas ton/tahun (%) Nama Perusahaan 2001 2003 2005 2007 PT. Indah Kiat Pulp & Paper Tbk 0.4 0.38 19.56 18.9 PT. Pindo Deli Pulp & Paper Mills 11.91 11.15 13.57 12.82 PT. Pabrik Kertas Tjiwi Kimia Tbk 8.49 7.94 9.67 9.92 PT. Fajar Surya Wisesa Tbk 4.07 3.8 4.63 6.12Sumber : Asosiasi Pulp dan Kertas Indonesia, berbagai tahun
  5. 5. Pulp & Paper Market Characteristic• Oligopolistic Market  CR4 > 60% Year Kode ISIC (34) 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 Average Pulp 1,00 0,90 0,92 0,93 0,97 0,93 0,93 0,88 0,93 0,88 0,87 0,92 Jumlah Perusahaan 4 5 5 4 4 7 7 8 7 9 10 Kertas Budaya 0,70 0,58 0,68 0,75 0,71 0,73 0,55 0,85 0,78 0,68 0,78 0,70 Jumlah Perusahaan 54 54 24 64 66 61 41 35 30 43 40 Kertas Industri 0,91 0,92 0,75 0,71 0,76 0,55 0,19 0,64 0,74 0,81 0,48 0,67 Jumlah Perusahaan 34 29 41 41 40 40 21 40 35 28 36 Kertas tissue 0,69 0,48 0,68 0,69 0,68 0,70 0,31 0,86 0,81 0,71 0,78 0,67 Jumlah Perusahaan 32 31 35 33 32 29 17 23 29 28 28 Kertas lainnya 0,72 0,42 0,50 0,52 0,52 0,55 0,77 0,82 0,81 0,72 0,65 0,63 Jumlah Perusahaan 18 20 16 16 14 21 33 35 22 26 48 Kotak kertas dan karton 0,39 0,38 0,37 0,39 0,60 0,42 0,40 0,38 0,26 0,27 0,40 0,39 Jumlah Perusahaan 172 166 176 177 180 161 142 177 190 203 280 Kertas & karton yang tidak termasuk dalam golongan 0,54 0,60 0,53 0,42 0,63 0,42 0,31 0,54 0,60 0,57 0,71 0,53 Jumlah Perusahaan 45 40 62 58 51 58 68 46 47 55 64 Rata-rata 0,70 0,61 0,63 0,63 0,69 0,61 0,49 0,71 0,70 0,66 0,66 0,64 Total jumlah perusahaan 359 345 359 393 387 377 329 364 360 392 506
  6. 6. Pulp & Paper Company Peningkatan impor kertas yang dijual dengan harga dumping
  7. 7. Pulp & Paper Industry Concentration Peningkatan impor kertas yang dijual dengan harga dumping
  8. 8. Market Share based on Plant Capacity (2006) Market share pulp Market share kertas Company Name (%) (%) PT. Indah Kiat Pulp & Paper Tbk 30.71 20.56 PT. Pindo Deli Pulp & Paper Mills - 13.94 PT. Pabrik Kertas Tjiwi Kimia Tbk - 10.79 PT. Fajar Surya Wisesa Tbk - 6.66 PT. Riau Andalan Pulp & Paper 31.02 - PT. Kiani Kertas 8.14 - PT. Tanjungenim Lestari Pulp & Paper 6.97 -PT. Surabaya Agung Industri Pulp & Kertas Tbk - 4.63Source : APKI – Asosiasi Pulp dan Kertas Indonesia (2007)
  9. 9. Barrier to Entry Analysis by using MES Method Most difficult to entry Less difficult to entry Biggest Company Output MES (Minimum Efficiency Scale) = Total Output
  10. 10. Conduct
  11. 11. Conduct Analysis• Pricing Strategy  Main player control the price, others just follow• Product Strategy  Focus in high added value product, i.e; note book & photocopy paper• Distribution Strategy  By professional marketer; distributors & sold agents
  12. 12. Performance
  13. 13. Pulp & Paper Industry Performance Analysis• PCM (Price Cost Margin) (Added Value – Total Cost) / Output• Growth (Output(t) – Ouput(t-1))/Output(t-1)• XEF (Internal Efficiency) Added value/ Input value
  14. 14. Pulp & Paper Industry Performance Analysis Year PCM Growth XEF 1990 28.99 47.4 51.2 1991 34.43 36.03 63.7 1992 29.85 20.03 55.5 1993 28.77 -0.94 54.1 1994 27.78 35.11 54.8 1995 27.04 33.35 50.7 1996 28.72 30.33 49.8 1997 40.84 2.4 79.4 1998 19.45 62.97 55.4 1999 33.09 10.41 61 2000 20.9 113.14 30.7 2001 30.69 29.89 50.8 2002 30.07 37.01 46.9 2003 37.46 -14.73 72.1 2004 38.24 0.51 73.9 2005 31.32 20.79 54.7 2006 37.77 5.47 74.4 Average 30.31 27.76 56.26 Source : BPS Tahun 1990-2006
  15. 15. Conclusion• Pulp & Paper Industry Market Structure: Oligopoly• Conduct can be evaluated from Pricing Strategy, Product Strategy & Distribution Strategy used by Pulp & Paper Industry• Maximum PCM was gained in 1997 (40,84%). Minimum PCM occured in 1998 due to input value boost

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