INDONESIA
Indonesia Market overview Indonesia is an emerging economic force. After India and China, Indonesia is the world s fastest growing consumer market. GDP reached US$1.2 trillion in 2012 and is growing steadily at around six per cent annually. Per capita GDP is approaching US$4,000, resulting in rapid changes in consumer spending patterns, savings behaviour and capital formation. Private consumption makes up 60 per cent of GDP and GDP growth, fuelled by a rapidly expanding middle class looking for a modern, international standard of living and a more western lifestyle. Opportunities and challenges With half of Indonesia s population of 240 million below 30 years old, there is a broad opportunity to supply consumer durables, fast-moving consumer goods, targeted and niche education and training options, and innovative, flexible knowledge-based services and technology. In mid-2011, President Susilo Bambang Yudhoyono unveiled the Master Plan for the Acceleration and Expansion of Indonesia s Economic Development, which outlines development milestones through to 2025. The plan highlights the need for significant investment in economic and social infrastructure, and an improved investment and regulatory environment for key sectors such as agribusiness, mining and resources, health, education, training and ICT. One of Indonesia s major challenges is a need for significant infrastructure investment. Historically, progress in this area has been challenging. The Master Plan lists around 300 priority projects. At the end of 2012, only one project was being implemented with a further four expected to proceed within 12 months. With elections in 2014, progress on infrastructure and broader reforms is likely to slow. In 2011-12 two-way trade between Australia and Indonesia was worth A$14.9 billion. During the same period Australia s goods and services exports to Indonesia totalled A$6.6 billion, more than tripling over the last 20 years. Agricultural products accounted for close to 40 per cent followed by resources and energy (20 per cent), services (20 per cent) and manufacturing (10 per cent). Indonesia is Australia s 11th largest export market. Austrade in Indonesia Jakarta > 3
Trade outlook The Australia in the Asia Century White Paper identifies connecting with regional value chains as a dominant theme. This fits well with consumer opportunities for Australia in Indonesia. In most key categories, Australia is not strong across entire supply chains. However, Australia does have deep capability in numerous segments, including: design and product development new materials, market research and testing retail concepts and online marketing food science and processing cold chain and logistics management consumer finance The other major beneficiary of strong growth in consumer spending will be the services sector, specifically: higher education vocational education and training financial and healthcare services ICT and telecommunications tourism, recreation and leisure Austrade continues to highlight Australia s strong, comparative advantages in areas including supply chain management, workplace health and safety, environmental responsibility and technical expertise and trouble-shoot, where necessary, in the live animal, meat and horticulture sectors. Education outlook Indonesia has long been a major source of students in Australia. The outlook for education and training in Indonesia is principally shaped by skill shortages in key industries crucial to the Indonesian economy. One of these is the automotive industry. Indonesia aspires to be the largest light vehicle market in ASEAN by 2015, with production to increase from 800,000 units to a forecast 1.5 million units by 2017. Significant skills gaps across the automotive value chain are impeding industry competitiveness. While the number of Indonesian students enrolled in Australian institutions remains at around 18,000, the vocational education and training (VET) segment has been growing. This is driven by industry requirements, changing perceptions in Indonesia regarding employment opportunities and greater engagement by Australian VET service providers. The large alumni network of Indonesians who have studied in Australia continues to grow and presents a strong opportunity to build the Australian education brand. Austrade will continue to deliver the Australian Alumni Awards in 2014 now a biannual event and a photographic exhibition from alumni on Australia through Indonesian Eyes. Competition in the Indonesian international education sector is intensifying as the market continues to grow. Australia needs to continue to position itself as a provider of high-quality, career-focused education using the Future Unlimited brand. Investment outlook In 2011, the total stock of Indonesian investment in Australia was A$454 million and Australian investment in Indonesia was A$5.4 billion. Major opportunities for Australia in Indonesia are in high-growth segments such as automotive, consumer durables, healthcare, education, airports and aviation, tourism and leisure. Promotion of Indonesian foreign direct investment into Australia is difficult given the competition from the Indonesian market. Australian investment in Indonesia showcasing high levels of expertise, technology, innovation, training and managerial skills, governance and corporate leadership may lead to investment back into Australia in the future, as Indonesia s needs for this capacity and capability grows. 4 > Austrade
Austrade services Assisting Australian business in international markets. Austrade is the Australian Government s trade, investment and education promotion agency. One of our key roles is to provide a range of services to assist Australian companies seeking to grow their business internationally. How Austrade helps Australian business in Indonesia In Indonesia, badge of government facilitates access and opens doors. Austrade leverages this asset to build networks of contacts in local business and government. Austrade can harness networks to identify business opportunities that are a good fit with Australian capability and then refer these to capable suppliers in Australia. Increasingly this process will focus on the consumer sweet spot that currently defines the Indonesian economy. Austrade s team in Indonesia comprises three trade commissioners and 12 locally engaged business development managers who provide market insights and practical advice. Austrade in Jakarta is focused on two key market initiatives infrastructure development and food security which aim to build on established market positions and appeal to themes that resonate with Indonesia s leaders, such as capability development. In Indonesia Austrade also supports these regional initiatives: capacity building in high-priority sectors, as defined in the Indonesian government s Master Plan including mining, manufacturing and automotive which in turn supports Austrade s broader ASEAN skills development initiative. automotive market development through migrating Australian automotive component suppliers, technology and service providers into Indonesian supply chains, which supports Austrade s broader ASEAN auto supply chain initiative. Start the conversation Visit our website at www.austrade.gov.au Email us on info@austrade.gov.au Call us on 13 28 78 In infrastructure development, Austrade focuses on improving physical connectivity across the archipelago, tapping into high value-added infrastructure projects and addressing industry skill gaps. In food security, Austrade is working to strengthen on-farm productivity, food safety and quality assurance across the value chain. The goal is to increase industry competitiveness and improve market share within food value chains and attract foreign direct investment into the Australian food and agriculture sector. > 5
Case study Case study Australian grain and pulse exports Indonesian wheat imports have averaged six per cent growth annually over the past 10 years. With a growing population and food security policies to reduce dependency on rice, Indonesia is likely to continue to require more imported wheat in the future. Indonesia is Australia s largest wheat export market importing more than 3.5 million tonnes valued at A$1.1 billion in 2011. This was the most wheat ever sold to any country in a single year and was over half of Indonesia s annual wheat import requirements of around 6.7 million tonnes for 2011. The noodle industry is the largest and most mature sector, contributing approximately 60 per cent of overall Indonesian wheat flour consumption. Western Australian wheat is preferred for instant noodle production. In February 2012, Austrade delivered the inaugural Australian Grains and Pulses Seminar in Jakarta. Austrade worked with the Australian Exports Grain Innovation Centre, Grain Growers Australia and Pulse Australia to deliver presentations on the grains and pulses industry for representatives from wheat flour milling companies, feed mill companies, grains and pulses importers, industry associations and education institutions focusing on grains research. The focus of this activity was to provide quality information to existing customers and engage new customers in light of increased competition from the US and Canada. Infrastructure partnerships Infrastructure consultant PT SMI approached Austrade in Jakarta as a way to engage with the Australian Government and key industry players on public private partnership (PPP) practice in the transport and water sectors in Australia. Austrade organised visits to Australia for PT SMI in April and December 2012. Austrade also opened up multiple opportunities for Australian clients to engage strategically with PT SMI and their stakeholders for the Soekarno Hatta Manggarai Rail Link Project (SHIA), including organising a workshop on PPP. As a direct result, KPMG was engaged by PT SMI as a consultant on the SHIA project. Austrade supported KPMG to establish a dedicated infrastructure arm in Indonesia, including helping with regulatory establishment issues and building a potential customer pipeline. In October 2012, PT KPMG Infrastructure Advisory, a joint venture between KPMG Australia and KPMG Indonesia was launched in Jakarta. Its prime function is to service the PPP procurement needs of key Indonesian stakeholders in the infrastructure arena. The approximate contract value for SHIA is around A$2 million. This supports the efforts of major exporters including Cooperative Bulk Handling (CBH), which is the largest single supplier of wheat to the Indonesian market. CBH has a significant investment through their joint venture operation PT Eastern Pearl Flour Mill in Makassar, South Sulawesi. In addition to wheat, Australian faba bean and mung bean exports to Indonesia continue to increase every year. Austrade is also engaging with Indonesian feed mill companies to promote the use of feed wheat and lupin in feed manufacturing for the livestock and fisheries sectors. 6 > Austrade