“OBSERVATION OF THE COMPANY: THE SOUVENIR OF MR. ISMO”

Compiled by :

TRISAKTI AGRIANI                           (105110100111020)

CHOLID MAWARDI                           (105110101111001)

NONY WAHYUNINGTIYAS             (105110107111008)

FATIMAH                                           (105110107111014)

VIRANDHA DHEA AYU A.             (105110107111021)

Study Program of English

Department of Language and Literature

Faculty of Culture Studies

2011

CHAPTER I

1.1  Background

Public Speaking is the subject that learns how to speak up to convey the message in front of many people. In public speaking, the students will be taught how to improve their speaking to be better through debate and presentation. For this occasion, we get a chance to get the material of presentation through the observation of either small or big company in Malang. We decided to choose “Kampung Keramik Dinoyo” to be observed, especially the one that is owned by Mr. Ismo.

1.2  Problem’s formulation

To be able to understand and comprehend how to present and promote the company with our ability as a public speaker through our observation in the souvenir shop of Mr. Ismo, we have decided five important things that we want to find, such as;

1.      How is the history and background of Mr. Ismo shop?

2.      How is the strategy of Mr. Ismo in reaching the customers?

3.      What are the different things among Mr. Ismo and the other home industries?

4.      How much income that Mr. Ismo gets in every month?

5.      What is the expectation of Mr. Ismo’s Souvenir Shop in the future?

1.3  Goals

Based on the those three problem’s formulation, there are some goals that we want to achieve, such as;

1.      To convince the audience in giving explanation of the history of the company

2.      To understand and comprehend the strategy in business of the company

3.      To understand and observe the outstanding aspects of Mr. Ismo’s Souvenir Shop

4.      To know how much income that can be gotten through souvenir’s industry

5.      To inform the expectation of Mr. Ismo’s Souvenir Shop

CHAPTER II

II.1 History

            Malang is one of the most popular cities in East Java which has many potential aspects of life, such as: Education, Foods, and the most interesting one is Tourism. To make the tourism objects become more popular from all the visitors, the natives try to make so many kinds of gifts. Therefore, Malang has some of home industries and the potential one is ceramics industry in Dinoyo. The ability of the societies to make a hand-made of ceramics has already gotten from regeneration of their precursors. The history stated that Malang was a kingdom centered in Dinoyo with its king, Gajayana. As the center of kingdom, it was not doubted that the societies had its ability to create their household equipments through the use of clay. The development of  Dinoyo ceramics industry is also used as a potential tourism object in Malang by the formation of  The Industry Centers of Dinoyo Ceramics in 1957, in which this area at first was known as the center of the creation of pottery. By the development of Cina’s ceramics, the Dinoyo’s craftsmen directly create a semi-porcelain hand-made. By the existence of The Industry Centers of Dinoyo Ceramics has led the visitors to see directly the process of hand-made producted and this make Dinoyo is well known as “Kampung Keramik Dinoyo”. “Kampung Keramik Dinoyo” has been a famous village because they have unique ceramics and gips hand-made because they have special characteristics if we compare with another hand-made ceramics which can be developed as education tourism. When we observed “Kampung Keramik Dinoyo”, we visited one of the Souvenir shop owned by Mr. Ismo. Although Kampung Keramik Dinoyo had been built up in 1957, the souvenir shop of Mr. Ismo was just established in 1998 as the result of the influence from the societies who produce the hand-made of ceramic. The more ceramic shops that exist in Dinoyo have encouraged Mr. Ismo and the societies to form a community called by “Paguyuban Keramik Dinoyo”.

II.2 Marketing Srategy

Dinoyo is known as “Kampung Keramik” in which the economic majority of the societies rely on the industry of ceramics. The development of ceramics production in this village has increased day by day. Therefore, each owner has their own marketing strategy to run their business well, including the souvenir shop of Mr. Ismo. He decides to reach the customers in soft ways, such as giving a label “Mr. Ismo, the address, and the phone number” in every ceramic product he has produced and also the souvenir which has been ordered. Some of customers who like ordering his products are those who need a souvenir for wedding. For souvenir wedding, indeed they will be ordered in a high numbers because they have more guests. Moreover, some of the guests can be from other cities. This will be a great and effective chance for Mr. Ismo to promote his own business to all people both inside and outside Malang. Besides using a label, Mr. Ismo prioritizes the customers’ satisfaction by giving a friendly service.

II.3 Outstanding aspect

The development of the competitive capacity of the ceramic production makes Mr. Ismo to be more creative in creating the new creation of his products which are different with other craftsmen. The outstanding aspects of Mr. Ismo are:

1.      The souvenir of Mr. Ismo is the only one which takes a goblet order from the customers.

2.      The souvenir of Mr. Ismo can also create a new model of miniature based on the demand of his customers.

3.      The souvenir of Mr. Ismo has a cheaper prize, but he still prioritizes the quality of the products. Therefore, there are a lot of customers come from other cities.

4.      Mr. Ismo gives the customers a free choice to choose which materials they want for the souvenir. For example :

a. Gips (Rp.1,000-Rp.5,000)

b. Fiber Glass (Rp.10,000-20,000)

c. New Ceramics (porcelain) (Rp.20,000-35,000)

II.4 Turnover

            As common businessmen, Mr. Ismo also wants to achieve a high profit as much as possible, and it has been achieved in the beginning of the souvenir shop in 1998 in which Mr. Ismo could reach the turnover up to 12 million rupiah per months (Although at that time was on a crisis in the time of Soeharto). However, year by year the development of the competitive products decreases continuously up to 1 million per months which is in line with the demand of the customers.

II.5 Expectation in the future

   The decreasing number of the turnover and the existence of competitors have led Mr. Ismo to have some expectations for the continuity of his business. He hopes one day his business can be more developed, well-known, and sold out.

CHAPTER III

III.1 Conclusion

Based on the observation, we can conclude that Mr. Ismo’s Souvenir Shop is one of the home industries of ceramics although he has many kinds of competitors and the decreasing number of order, turnover, as well as the customers, he is still able to survive his industry and become a tourism object in Malang up till now.