Strategi pengembangan agroindustri halal dalam mengantisipasi bisnis halal global
Halal agro-industry development strategy in anticipating global halal business
Date
2011Author
Purnomo, Dwi
Sa’id, E. Gumbira
Fauzi, Anas M.
Syamsu, Khaswar
Tasrif, Muhammad
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The increasing trend of the world halal products and Muslim population had reached 1.8 billion of 6.5 billion people showed an enormous potential business. It was estimated that 12% or USD 347-500 billion of the global food and agricultural products trading per year was halal products. This study aimed to assess halal agroindustrial development strategy by using a combination of observations, direct comparisons method, SWOT analysis (strength, weakness, opportunity, threats) and AHP (Analytic Hierarchy Process) to increase Indonesian competitiveness on global halal business and products. The review began with the identification of global halal agro-industry and its business trend development as by observing and identifying five groups of halal products in Malaysia International halal Showcase (MIHAS) in 2009-2011 period. Accordingly, halal agro-industry development external and internal criteria were identified using SWOT analysis to be compared among six ASEAN countries to determine ASEAN halal agro-industry competitiveness position. Finally, Indonesian halal agro-industry strategy alternatives were formulated under SWOT-AHP method. Data was collected by conducting focus group discussions, depth interviews, questioners which were involving 34 respondents in total consisted of experts, policy makers, industrialists, international customers, associations and academicians. The results showed that the developments of Indonesian halal agro-halal were potentially strategic. Indonesian halal agroindustry premised in a strategic position, but it was situated in the fifth position among other six ASEAN countries. The development of Indonesian halal agroindustry was formulated to protect halal domestic market and gradually to increase its national competitiveness to become a global halal business excellence. The strategies chosen were developing halal compatible logistics infrastructure, improving legislation and long-term development plans, increasing coordination among the policies and interests, developing advocacy on trading and networking skills, increasing the competitiveness of the domestic halal products, increasing the halal agro-industry research and development mastery, increasing public awareness and the creation of the halal industry champions. The results of this study expected to be used as a reference for various stakeholders for strategic decision making to increase Indonesian halal agro-industry competitiveness. Indonesia merupakan negara dengan populasi muslim terbesar dunia dengan pasar halal terbesar di dunia (Karim, 2010), selain hal tersebut Indonesia memiliki keunggulan komparatif sebagai negara agraris dan maritim yang menjadi potensi perkeonomian yang sangat besar untuk dikembangkan menjadi kegiatan bernilai tambah. Salah satunya adalah dengan pembangunan agroindustri yang berkelanjutan. Agroindustri yang memiliki tren meningkat di tingkat internasional adalah agrondustri halal. Produk-produk halal memiliki tingkat pertumbuhan rata-rata tujuh persen per tahun (Sungkar, 2009) serta tumbuhnya kesadaran konsumen muslim terhadap produk-produk halal dan meningkatjnya jumlah penduduk muslim yang mencapai 1,8 milliar jiwa dari 5,5 milliar jiwa penduduk dunia (Kettani, 2009). Dengan perkembangan di atas, produsen dan pelaku bisnis halal telah memiliki rencana ekspansi pasar secara internasional, termasuk untuk ekspansi pasar produk halal Indonesia. Sedangkan Indonesia yang memiliki visi pengembangan agroindustri halal hanya melingkupi perlindungan konsumen muslim dalam negeri serta. Untuk jangka panjang, Indonesia terancam menjadi tujuan pasar halal terbesar di dunia, bukan sebagai pelaku dan produsen produk halal utama dunia, hal ini dikarenakan Indonesia tidak memiliki langkah strategis untuk meningkatkan daya sainggnya untuk dapat bersaing di tingkat internasional. Industri halal merupakan bisnis yang melibatkan 122 negara, setara dengan nilai bisnis senilai US$ 500 Miliar dan dalam hal ini, komunitas Muslim bukanlah satu-satunya yang mengkonsumsi produk halal tetapi merambah ke komunitas lain yang mengenal halal sebagai produk yang memiliki mutu yang tinggi. Pasar halal internasional tumbuh pesat dan berpotensi mencapai dua miliar konsumen Muslim di seluruh dunia (HDC, 2009).
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