"West Pacific Marketing" Business Plan:
1.0 Executive Summary
2.0 Company Summary
3.0 Services
4.0 Market Analysis Summary
 4.1 Market Segmentation
4.2 Target Market Segment Strategy
 4.3 Service Business Analysis
 4.3.1 Competition and Buying Patterns
5.0 Strategy and Implementation Summary
6.0 Management Summary
7.0 Financial Plan
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This business plan was originally published
by Palo Alto Software, Inc. All rights reserved.
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4.0 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.
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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 (Pie)
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| Market Analysis |
| Potential Customers |
Growth |
2001 |
2002 |
2003 |
2004 |
2005 |
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 |
1,530,600 |
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% |
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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.
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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)
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4.3.1 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.
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