West Pacific Marketing
Market Analysis Summary
West Pacific Marketing Consultants has a unique offering of services that appeals to a large customer base. The company will concentrate on large corporations because they provide the maximum profit potential. The following sections outline key information regarding the target markets.
4.1 Market Segmentation
The groups of potential customers for West Pacific Marketing Consultants are, in order of importance:
- Large Corporations
- Medium Companies
- Small Businesses
- Regional (Provincial) Government Offices
- Academics
- Individual Customers

Market Analysis | |||||||
2001 | 2002 | 2003 | 2004 | 2005 | |||
Potential Customers | Growth | CAGR | |||||
Large Corporations | 11% | 50,500,000 | 56,034,800 | 62,176,214 | 68,990,727 | 76,552,111 | 10.96% |
Medium Companies | 35% | 37,000,000 | 49,950,000 | 67,432,500 | 91,033,875 | 122,895,731 | 35.00% |
Small Businesses | 5% | 12,500,000 | 13,125,000 | 13,781,250 | 14,470,313 | 15,193,829 | 5.00% |
Regional (Provincial) Governments | 2% | 1,500,000 | 1,530,000 | 1,560,600 | 1,591,812 | 1,623,648 | 2.00% |
Academics | 1% | 2,250,000 | 2,272,500 | 2,295,225 | 2,318,177 | 2,341,359 | 1.00% |
Individual Customers | 332% | 87,500 | 377,580 | 1,629,333 | 7,030,898 | 30,339,731 | 331.52% |
Total | 24.43% | 103,837,500 | 123,289,880 | 148,875,122 | 185,435,802 | 248,946,409 | 24.43% |
4.2 Target Market Segment Strategy
As indicated by the previous chart and table, West Pacific Marketing Consultants must focus on large corporations, medium companies, small businesses, and individual customers in the global market; and in the Indonesian market, regional (provincial) government offices, NGOs, academics, and individual customers will be the core of profits.
4.3 Service Business Analysis
The following companies are major players in Indonesian market research consulting business:
- AC Nielsen Indonesia
- Australian Trade Commission
- Business Advisory Indonesia
- The Castle Group
- CIC Consulting Group
- CDA International
- Consensus MBL
- PT. Data Consult, Inc.
- Ganesha Aggies Jaya
- Harvest International Inc.
- PT. IBIS Dharma Nusa
- IndoAust Jaya
- Indonesia Executive Search
- Penelitian Hukum Indonesia
- Plansearch Associates
- SOFRES FSA Jakarta (Taylor Nelson Sofres Group)
4.4 Competition and Buying Patterns
Recent analysis indicated that consultant costs (in US$/man-hour) in Indonesia have decreased by 12% since the economic turmoil of 1996. This analysis is based on the assumptions that the local senior consultants’ and senior engineers’ salaries have increased by 25% at the average exchange rate of US$1 = Rp 7,200. This is because the Indonesian skilled manpower market offers the lowest man-hour cost in the world, even with the estimated average increasing 20% per year.
To take advantage of this situation, West Pacific Marketing Consultants utilizes Indonesian resources for serving both global and regional markets.