Marketing

(pemasaran)

Catatan kuliah
Hermanto Saliman
 Marketing

Supply Demand

Seller Buyer

Trader
Market
 Price

Supply Demand

Producer
Consumer
(and competitor)
Price

Original product
Reuse
User
Recycle
Substitution
 Market Price Analysis
No. Domestic Export Total
A Producer Qty. Qty. Qty.
Area/Country
Company
Total
B Consumer/Buyer Qty. Qty. Qty.
Area/Country
Company
Total
C Allowance (A – B)
D Price (index) US$/unit US$/unit US$/unit
 Marketing Factors

Price Product Sales contract Place Payment Time

(Transportation)
Quantity Spot Domestic Cash demerit
- Penalty (short) Export
Quality Long term FOB Term Merit point
- Bonus CIF
- Penalty Others
- Reject
Product
Quality
- Higher (bonus)
- Standard
- Lower (penalty)
- Under (reject)

Byproduct (bonus)

Gangue (penalty)
Example Contract
Transportation
Payment
Marketing Strategy
 Mineral/Coal Marketing
1. Uneven producer, different place between
producer and consumer, transportation very
important
2. Variance in mineral, product item, and quality
3. Big quantity

Mineral Marketing Station

1. LME (London Metal Exchange)
2. NYMEX (New York Metal Exchange)
 Mineral/Coal Marketing
in Indonesia

• Mineral • Batubara
Harga acuan ditetapkan oleh Harga acuan (HBA) ditetapkan
pemerintah; setiap bulan berdasarkan rata2
indeks ICI, Platts, New Castle
PerMen ESDM no.17 tahun
Export, Global Coal
2010
Standar spesifikasi HBA : CV
Indeks harga patokan mineral 6322 kcal/kg,TM 8%,TS 0,8, Ash
-NYMEX 15%
FOB Vessel
 Coal Marketing Policy
in Indonesia

• Peraturan Menteri ESDM No.34 tahun 2009

• DMO (Domestik Market Obligation) adalah kewajiban
pemenuhan kebutuhan batubara dalam negeri, yang harus
dipenuhi setiap pemegang KP, PKP2B, IUP yang
ditetapkan setiap tahun persentasenya dari rencana
jumlah produksi satu tahun.
Thank You