ENTERPRENERSHIP

RONNY LUKITO, THE INDONESIA BIGGEST

BAGS ENTERPRENER
FRIDA JUNIA (1106015762)

UNIVERSITY OF INDONESIA, ECONOMICS OF FACULTY

DEPOK, WEST JAVA 2014

Entrepreneurship

RONNY LUKITo, THE INDONESIA BIGGEST BAGS ENTERPRENER

ENTERPRENEUR DESCRIPTION
Ronny Lukito (born in Bandung, Indonesia,
January

15,

1962,

age

52

years)

renowned

businessman, a successful entrepreneur who pioneered

the business completely from below because Her
parents are not from wealthy families He as Indonesia's
biggest employers handbags. Now he has a handbag
company called B & B Inc., which is engaged in the
manufacture of handbags, fashion and accessories with
four subsidiaries. They have produced a bag which is
now the famous brand like Exsport, Eiger, Bodypack,
and The Neosack etc.

Export is the product for backpack and bags casual with the market segmentation at
young people, especially young women, with their distinctive designs and colors.
This product produced by PT. Eksonindo Multi Product Industry (EMPI)

Eiger is the product devoted to adventure activities and nature, like climbing
mountains, tent rock climbing are other still pertaining to the activities outside. This
product produced by PT. Eigerindo Multi Product Industry. Eiger is One of the
products of B & B Inc.. is a very successful which is now the sale is Europe, especially
Germany, Malaysia, and Thailand following in Brunei Darrusalam. Eiger now have
More than 150 the outlet of the whole country.

Bodypack new product concept for students to reach out to executives. a Bodypack
initially devoted to the man with the concept of "street gear", which later
transformed into the concept of "digital lifestyle". This product produced by PT.
EMPI Senajaya.

Entrepreneurship

Neosack is more intended for bag school supplies to target teenagers and Junior
high school. This product produced by CV Persada Abadi.

Ronny Lukito, He is a figure of a diligent and industrious young man, he was not a
graduate of the state university or private college favorite, he is a graduate of the STM
(Technology Secondary School). Because his family had financial problems so, he cant to
continue his studies in one of the private universities favorite in Bandung. Adolescence
Ronys in Bandung was passed with great simplicity of life and hard work away from life
glamorous. Since attending Rony STM was used to sell milk in plastic-wrapped in small
plastic, tied with a rubber, then the milk-house she was selling her neighbor's house using
his motorcycle. His parents had a small shop that specialized in selling handbags, make
Ronny used to see the process of production of a bag to work directly assist parents in
running the business. From the start the process of packing the bag, spruce bags on display,
as well as a cashier when there is a buyer who pays. .The Experience that is the first step to
open up opportunities business bag, following in the footsteps of his parents.
Since 1976, when Ronny STM sitting on the bench, his father's store began selling
handbags the work itself. The store is named Nam Lung, When it was brand handbags
products named Butterfly. The name of brand is derived from the Chinese-made sewing
machine they use. Shortly after working at his father's store, he started the business
opportunity of making their own bags. And then In 1979, to helps the family economy.
Ronny started to grow the business. At the beginning, Ronny got many ideas from Jaya giri
bag which was in trend at that time. I dont imitate. I just take the creation then modify
it according to my ability and tastes," he said. He begins his business from the very zero and
not a family legacy has now evolved rapidly. Start a business only to capitalize a sewing
machine. He began to put his bag into the Matahari department store. Although only get a
few orders Ronny continuously develop their business. With less than one million dollars,
Ronny bought two sewing machines, sewing equipment, and a little raw material for
making bags. Assisted by one employee named Mang Uwon, Ronny produce bags. In 1983
until 1984 Ronny wants to enter products into the Matahari department store, while at the
beginning of the file as a supplier, continued Ronny rejected by the purchasing department,
new to bring to 13, the petition received Ronny put his bag products, even then, the value
Entrepreneurship

of bags sold are not to 300 thousand. And From only two employees to 100 employees. So
is the sewing machine, from two to 100.
Ronny seek new partners retailers to open new markets to some areas. He went to other
cities to promote and build a marketing network. He decided to use the services of a
consultant to help her learn a lot about knowledge business management, marketing and
also take a financial management course. To
increase knowledge Ronny also frequently
following a seminar and read books and
references. In 1984, finally Ronny buy a house
measuring 600m2 to add additional production
space. 2 years later in 1986 Ronny bought the
land area of 6000m2 to add more production
space. After getting married in 1986, he recruited marketing professionals. With persistent
struggle and tireless, he knows the market opportunity because he knew the business
inside out this bag including matters on the pitch, he knows constraints in business
environment. Finally ideals Ronny to be largest player in business bag achieved. Ronny is
owned by one of the largest national companies. Do not stop there, now B & B Inc. also
produces other types such as wallet, cell phone holster, and a variety of other types of
products.

HOW ENTERPRENEUR THINK?

A) Effectuation Process
Since he cannot enroll to the college, he tried to open the handmade business. with
two units sewing machine and the science of the father about how to make bags and
source of funds limited. Ronny got many ideas from Jaya Girl bag which was in trend
at that time. And the he just take the creation then modify it according to my ability
and tastes.

Entrepreneurship

B) The Cognitive Adept

One of Ronnys good habits is his eagerness to study and improve himself. He isnt
feels shy to ask when he doesnt know. Being like that is the way he improved and
success until now. This makes his business grow up. In addition to buying land for
production, he also began to employ other people. All brand bags are distributed
nationally, so natural that its trademark is well known. Ronys product is also
available in a variety of modern outlets such as the Ramayana department store,
Matahari Department Store, Robinson, and many such as Carrefour hypermarket,
until the network bookstores like Gramedia and Gunung Agung not to mention
grocery stores and other traditional.
Learning From Failure
Ronny tried to enter the factory -made handbag retail chain to Matahari dept.
store. But what happened was, his bag must face rejection up to 13 times. However,
He never gives up. To increase knowledge about business management, marketing
and also take a financial management course Ronny also frequently following a
seminar and read books, references and decided use service of consultant. Instead,
he have been ready to be ashamed before got succeed. In the end, at 1979,
Matahari dept. store accept his proposal to let his bagin.
There are four kinds of award ever Ronny Lukito along business career. One,
Upakarti award presenting of the government republic of Indonesia 1992 retreival
establish a partnership with the craftsmen bag. The second, Sahwali award in 1995 as
company oriented preserve the environment. Third and fourth award presenting is a brand
to 250 original award for brand Export and Eiger (2009-2013) and arch Europe gold star
award for quality 1996 as a company that at is oriented toward the best quality.
CLIMATE
In early lauch product, Ronny having trouble to sell their product. The market target
product bags Ronnys are those like nature and the environment. This is what make

Entrepreneurship

product little last favorite by women. Now various product Ronnys bag production already
be accepted by all circle of society.
INFRASTRUCTURE PROVIDED TO BECOME PROMINRNT ENTERPRENEUR?
-

Real Estate

In 1984, Ronny buy a house measuring 600m2 to add additional production space. 2 years
later in 1986 Ronny bought the land area of 6000m2 to add more production space. Now
Variety product by ronny available from the Matahari departement. store, the Ramayana,
Gunung Agung, Scholastic, and dept. Other major stores sell products such Ronny Eiger,
Export or Bodypack. Now B & B Inc. which is engaged in the manufacture of handbags,
fashion and accessories. B&B Inc., has four subsidiaries namely Multi Eksonindo Product
Industry, Multi Eigerindo Product Industry, Multi Eksonindo Senajaya Product Industry,
and CV Persada Abadi. Every year a Ronnys company capable producing until 2.5 million
bags with 8000 different design, with more than 600 outlets and exports to Asia and
Europe.
-

Regulation

When Ronny committed to develop market share, he also registering brand of bags
according to existing regulation based on Undang-Undang NOMOT 19 TAHUN 1992
TENTANG MEREK That is now changing by UNDANG-UNDANG NOMOR 15
TAHUN 2001.

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References
http://www.pewarta-kabarindonesia.blogspot.com/
http://listrikindonesia.com/ronny_lukitokuliah_drop_out_sukses_dibisnis_165.htm/
http://youngstersquat.wordpress.com/2010/06/25/ronny-lukito-pengusaha-taseiger-dari-keluarga-miskin/
http://forbesindonesia.com/kategori-63-20-rising-global-stars.html
http://info-biografi.blogspot.com/2013/03/biografi-ronny-lukito-pembuat-merkeiger.html

Entrepreneurship