Selasa, 06 Mei 2008

Five Forces Analysis

Defining an industry
An industry is a group of firms that market products which are close substitutes for each other (e.g. the car industry, the travel industry). Some industries are more profitable than others. Why? The answer lies in understanding the dynamics of competitive structure in an industry.
Porter explains that there are five forces that determine industry attractiveness and long-run industry profitability. These five "competitive forces" are :
  1. The threat of entry of new competitors (new entrants)
  2. The threat of substitutes
  3. The bargaining power of buyers
  4. The bargaining power of suppliers
  5. The degree of rivalry between existing competitors

Threat of New Entrants

New entrants to an industry can raise the level of competition, thereby reducing its attractiveness. The threat of new entrants largely depends on the barriers to entry. High entry barriers exist in some industries (e.g. shipbuilding) whereas other industries are very easy to enter (e.g. estate agency, restaurants). Key barriers to entry include:

  • Economies of scale
  • Capital / investment requirements
  • Customer switching costs
  • Access to industry distribution channels
  • The likelihood of retaliation from existing industry players

Threat of Substitutes

The presence of substitute products can lower industry attractiveness and profitability because they limit price levels. The threat of substitute products depends on:

  • Buyers' willingness to substitute-
  • The relative price and performance of substitutes
  • The costs of switching to substitutes

Bargaining Power of Suppliers

Suppliers are the businesses that supply materials & other products into the industry.The cost of items bought from suppliers (e.g. raw materials, components) can have a significant impact on a company's profitability. If suppliers have high bargaining power over a company, then in theory the company's industry is less attractive. The bargaining power of suppliers will be high when:

  • There are many buyers and few dominant suppliers
  • There are undifferentiated, highly valued products
  • Suppliers threaten to integrate forward into the industry (e.g. brand manufacturers threatening to set up their own retail outlets)
  • Buyers do not threaten to integrate backwards into supply
  • The industry is not a key customer group to the suppliers

Bargaining Power of Buyers

Buyers are the people / organisations who create demand in an industry. The bargaining power of buyers is greater when

  • There are few dominant buyers and many sellers in the industry
  • Products are standardised
  • Buyers threaten to integrate backward into the industry
  • Suppliers do not threaten to integrate forward into the buyer's industry
  • The industry is not a key supplying group for buyers

Intensity of Rivalry

The intensity of rivalry between competitors in an industry will depend on:

  • The structure of competition - for example, rivalry is more intense where there are many small or equally sized competitors; rivalry is less when an industry has a clear market leader.
  • The structure of industry costs - for example, industries with high fixed costs encourage competitors to fill unused capacity by price cutting.
  • Degree of differentiation - industries where products are commodities (e.g. steel, coal) have greater rivalry; industries where competitors can differentiate their products have less rivalry
  • Switching costs - rivalry is reduced where buyers have high switching costs - i.e. there is a significant cost associated with the decision to buy a product from an alternative supplier
  • Strategic objectives - when competitors are pursuing aggressive growth strategies, rivalry is more intense. Where competitors are "milking" profits in a mature industry, the degree of rivalry is less
  • Exit barriers - when barriers to leaving an industry are high (e.g. the cost of closing down factories) - then competitors tend to exhibit greater rivalry.

McKinsey Growth Pyramid

McKinsey Growth Analysis


This model is similar in some respects to the well-established Ansoff Model. However, it looks at growth strategy from a slightly different perspective.

The McKinsey model argues that businesses should develop their growth strategies based on:

  • Operational skills
  • Privileged assets
  • Growth skills
  • Special relationships

Operational skills are the “core competences” that a business has which can provide the foundation for a growth strategy. For example, the business may have strong competencies in customer service; distribution, technology.

Privileged assets are those assets held by the business that are hard to replicate by competitors. For example, in a direct marketing-based business these assets might include a particularly large customer database, or a well-established brand.

Growth skills are the skills that businesses need if they are to successfully “manage” a growth strategy. These include the skills of new product development, or negotiating and integrating acquisitions.

Special relationships are those that can open up new options. For example, the business may have specially string relationships with trade bodies in the industry that can make the process of growing in export markets easier than for the competition.

The model outlines seven ways of achieving growth, which are summarised below:

Existing products to existing customers

The lowest-risk option; try to increase sales to the existing customer base; this is about increasing the frequency of purchase and maintaining customer loyalty

Existing products to new customers

Taking the existing customer base, the objective is to find entirely new products that these customers might buy, or start to provide products that existing customers currently buy from competitors

New products and services

A combination of Ansoff’s market development & diversification strategy – taking a risk by developing and marketing new products. Some of these can be sold to existing customers – who may trust the business (and its brands) to deliver; entirely new customers may need more persuasion

New delivery approaches

This option focuses on the use of distribution channels as a possible source of growth. Are there ways in which existing products and services can be sold via new or emerging channels which might boost sales?

New geographies

With this method, businesses are encouraged to consider new geographic areas into which to sell their products. Geographical expansion is one of the most powerful options for growth – but also one of the most difficult.

New industry structure

This option considers the possibility of acquiring troubled competitors or consolidating the industry through a general acquisition programme

New competitive arenas

This option requires a business to think about opportunities to integrate vertically or consider whether the skills of the business could be used in other industries.

Competitive Advantadge Matrix

Competitive Advantadge Analysis

A competitive advantage is an advantage over competitors gained by offering consumers greater value, either by means of lower prices or by providing greater benefits and service that justifies higher prices.
Competitive Strategies
Following on from his work analysing the
competitive forces in an industry, Michael Porter suggested four "generic" business strategies that could be adopted in order to gain competitive advantage. The four strategies relate to the extent to which the scope of a businesses' activities are narrow versus broad and the extent to which a business seeks to differentiate its products.
The differentiation and cost leadership strategies seek competitive advantage in a broad range of market or industry segments. By contrast, the differentiation focus and cost focus strategies are adopted in a narrow market or industry.
Strategy - Differentiation
This strategy involves selecting one or more criteria used by buyers in a market - and then positioning the business uniquely to meet those criteria. This strategy is usually associated with charging a premium price for the product - often to reflect the higher production costs and extra value-added features provided for the consumer. Differentiation is about charging a premium price that more than covers the additional production costs, and about giving customers clear reasons to prefer the product over other, less differentiated products.
Examples of Differentiation Strategy:
Mercedes cars; Bang & Olufsen
Strategy - Cost Leadership
With this strategy, the objective is to become the lowest-cost producer in the industry. Many (perhaps all) market segments in the industry are supplied with the emphasis placed minimising costs. If the achieved selling price can at least equal (or near)the average for the market, then the lowest-cost producer will (in theory) enjoy the best profits. This strategy is usually associated with large-scale businesses offering "standard" products with relatively little differentiation that are perfectly acceptable to the majority of customers. Occasionally, a low-cost leader will also discount its product to maximise sales, particularly if it has a significant cost advantage over the competition and, in doing so, it can further increase its market share.
Examples of Cost Leadership:
Nissan; Tesco; Dell Computers
Strategy - Differentiation Focus
In the differentiation focus strategy, a business aims to differentiate within just one or a small number of target market segments. The special customer needs of the segment mean that there are opportunities to provide products that are clearly different from competitors who may be targeting a broader group of customers. The important issue for any business adopting this strategy is to ensure that customers really do have different needs and wants - in other words that there is a valid basis for differentiation - and that existing competitor products are not meeting those needs and wants.
Examples of Differentiation Focus: any successful niche retailers; (e.g.
The Perfume Shop); or specialist holiday operator (e.g. Carrier)
Strategy - Cost Focus
Here a business seeks a lower-cost advantage in just on or a small number of market segments. The product will be basic - perhaps a similar product to the higher-priced and featured market leader, but acceptable to sufficient consumers. Such products are often called "me-too's".
Examples of Cost Focus: Many smaller retailers featuring own-label or discounted label products.

Jumat, 02 Mei 2008

General Electric Industry Matrix Box

General Electric Industry Analysis

The business portfolio is the collection of businesses and products that make up the company. The best business portfolio is one that fits the company's strengths and helps exploit the most attractive opportunities.
The company must:
  1. Analyse its current business portfolio and decide which businesses should receive more or less investment.
  2. Develop growth strategies for adding new products and businesses to the portfolio, whilst at the same time deciding when products and businesses should no longer be retained.
The two best-known portfolio planning methods are the Boston Consulting Group Portfolio Matrix and the McKinsey / General Electric Matrix (discussed in this revision note). In both methods, the first step is to identify the various Strategic Business Units ("SBU's") in a company portfolio. An SBU is a unit of the company that has a separate mission and objectives and that can be planned independently from the other businesses. An SBU can be a company division, a product line or even individual brands - it all depends on how the company is organised.
The McKinsey / General Electric Matrix
The McKinsey/GE Matrix overcomes a number of the disadvantages of the BCG Box. Firstly, market attractiveness replaces market growth as the dimension of industry attractiveness, and includes a broader range of factors other than just the market growth rate. Secondly, competitive strength replaces market share as the dimension by which the competitive position of each SBU is assessed.
Factors that Affect Market Attractiveness
Whilst any assessment of market attractiveness is necessarily subjective, there are several factors which can help determine attractiveness. These are listed below:
  1. Market Size
  2. Market growth
  3. Market profitability
  4. Pricing trends
  5. Competitive intensity / rivalry
  6. Overall risk of returns in the industry
  7. Opportunity to differentiate products and services
  8. Segmentation
  9. Distribution structure (e.g. retail, direct, wholesale)

Factors that Affect Competitive Strength

Factors to consider include:

  • Strength of assets and competencies
  • Relative brand strength
  • Market share
  • Customer loyalty
  • Relative cost position (cost structure compared with competitors)
  • Distribution strength
  • Record of technological or other innovation
  • Access to financial and other investment resources

SWOT Matrik Box

SWOT Analysis

Definition of SWOT
SWOT is an abbreviation for Strengths, Weaknesses, Opportunities and Threats
SWOT analysis is an important tool for auditing the overall strategic position of a business and its environment.
Once key strategic issues have been identified, they feed into business objectives, particularly marketing objectives. SWOT analysis can be used in conjunction with other tools for audit and analysis, such as PEST analysis and Porter's Five-Forces analysis. It is also a very popular tool with business and marketing students because it is quick and easy to learn.
The Key Distinction - Internal and External Issues
Strengths and weaknesses are Internal factors. For example, a strength could be your specialist marketing expertise. A weakness could be the lack of a new product.
Opportunities and threats are external factors
For example, an opportunity could be a developing distribution channel such as the Internet, or changing consumer lifestyles that potentially increase demand for a company's products. A threat could be a new competitor in an important existing market or a technological change that makes existing products potentially obsolete.
it is worth pointing out that SWOT analysis can be very subjective - two people rarely come-up with the same version of a SWOT analysis even when given the same information about the same business and its environment. Accordingly, SWOT analysis is best used as a guide and not a prescription. Adding and weighting criteria to each factor increases the validity of the analysis.

Boston Consultative Group (BCG) Matrix

Boston Consultative Group (BCG) Analysis


The business portfolio is the collection of businesses and products that make up the company. The best business portfolio is one that fits the company's strengths and helps exploit the most attractive opportunities.

The company must:

(1) Analyse its current business portfolio and decide which businesses should receive more or less investment, and
(2) Develop growth strategies for adding new products and businesses to the portfolio, whilst at the same time deciding when products and businesses should no longer be retained.
Methods of Portfolio Planning

The two best-known portfolio planning methods are from the Boston Consulting Group (the subject of this revision note) and by General Electric/Shell. In each method, the first step is to identify the various Strategic Business Units ("SBU's") in a company portfolio. An SBU is a unit of the company that has a separate mission and objectives and that can be planned independently from the other businesses. An SBU can be a company division, a product line or even individual brands - it all depends on how the company is organised.

Using the BCG Box (an example is illustrated above) a company classifies all its SBU's according to two dimensions:

On the horizontal axis: relative market share - this serves as a measure of SBU strength in the market

On the vertical axis: market growth rate - this provides a measure of market attractiveness
By dividing the matrix into four areas, four types of SBU can be distinguished:

Stars - Stars are high growth businesses or products competing in markets where they are relatively strong compared with the competition. Often they need heavy investment to sustain their growth. Eventually their growth will slow and, assuming they maintain their relative market share, will become cash cows.

Cash Cows - Cash cows are low-growth businesses or products with a relatively high market share. These are mature, successful businesses with relatively little need for investment. They need to be managed for continued profit - so that they continue to generate the strong cash flows that the company needs for its Stars.

Question marks - Question marks are businesses or products with low market share but which operate in higher growth markets. This suggests that they have potential, but may require substantial investment in order to grow market share at the expense of more powerful competitors. Management have to think hard about "question marks" - which ones should they invest in? Which ones should they allow to fail or shrink?

Dogs - Unsurprisingly, the term "dogs" refers to businesses or products that have low relative share in unattractive, low-growth markets. Dogs may generate enough cash to break-even, but they are rarely, if ever, worth investing in.

Using the BCG Box to determine strategy

Once a company has classified its SBU's, it must decide what to do with them. In the diagram above, the company has one large cash cow (the size of the circle is proportional to the SBU's sales), a large dog and two, smaller stars and question marks.

Conventional strategic thinking suggests there are four possible strategies for each SBU:

  • Build Share: here the company can invest to increase market share (for example turning a "question mark" into a star)
  • Hold: here the company invests just enough to keep the SBU in its present position
  • Harvest: here the company reduces the amount of investment in order to maximise the short-term cash flows and profits from the SBU. This may have the effect of turning Stars into Cash Cows.
  • Divest: the company can divest the SBU by phasing it out or selling it - in order to use the resources elsewhere (e.g. investing in the more promising "question marks").

Kamis, 01 Mei 2008

Ansoff's Market Analysis

The Ansoff Growth matrix is a tool that helps businesses decide their product and market growth strategy.
Ansoff’s product/market growth matrix suggests that a business’ attempts to grow depend on whether it markets new or existing products in new or existing markets.The output from the Ansoff product/market matrix is a series of suggested growth strategies that set the direction for the business strategy. These are described below:
Market Penetration
Market penetration is the name given to a growth strategy where the business focuses on selling existing products into existing markets.
Market penetration seeks to achieve four main objectives:
  • Maintain or increase the market share of current products – this can be achieved by a combination of competitive pricing strategies, advertising, sales promotion and perhaps more resources dedicated to personal selling.
  • Secure dominance of growth markets.
  • Restructure a mature market by driving out competitors; this would require a much more aggressive promotional campaign, supported by a pricing strategy designed to make the market unattractive for competitors.
  • Increase usage by existing customers – for example by introducing loyalty schemesA market penetration marketing strategy is very much about “business as usual”. The business is focusing on markets and products it knows well. It is likely to have good information on competitors and on customer needs. It is unlikely, therefore, that this strategy will require much investment in new market research.

Market development

Market development is the name given to a growth strategy where the business seeks to sell its existing products into new markets. There are many possible ways of approaching this strategy, including:

  • New geographical markets; for example exporting the product to a new country
  • New product dimensions or packaging
  • New distribution channels
  • Different pricing policies to attract different customers or create new market segments

Product development

Product development is the name given to a growth strategy where a business aims to introduce new products into existing markets. This strategy may require the development of new competencies and requires the business to develop modified products which can appeal to existing markets.


Diversification is the name given to the growth strategy where a business markets new products in new markets.

This is an inherently more risk strategy because the business is moving into markets in which it has little or no experience.

For a business to adopt a diversification strategy, therefore, it must have a clear idea about what it expects to gain from the strategy and an honest assessment of the risks.

Strategy Overview


Johnson and Scholes (Exploring Corporate Strategy) define strategy as follows:
"Strategy is the direction and scope of an organisation over the long-term: which achieves advantage for the organisation through its configuration of resources within a challenging environment, to meet the needs of markets and to fulfil stakeholder expectations".
In other words strategy is about:

  • Where is the business trying to get to in the long-term (direction),
  • Which markets should a business compete in and what kind of activities are involved in such markets? (markets; scope)
  • How can the business perform better than the competition in those markets? (advantage)?
  • What resources (skills, assets, finance, relationships, technical competence, facilities) are required in order to be able to compete? (resources)?
  • What external, environmental factors affect the businesses' ability to compete? (environment)? What are the values and expectations of those who have power in and around the business? (stakeholders)


Strategies exist at several levels in any organisation - ranging from the overall business (or group of businesses) through to individuals working in it.

Corporate Strategy - is concerned with the overall purpose and scope of the business to meet stakeholder expectations. This is a crucial level since it is heavily influenced by investors in the business and acts to guide strategic decision-making throughout the business. Corporate strategy is often stated explicitly in a "mission statement".

Business Unit Strategy - is concerned more with how a business competes successfully in a particular market. It concerns strategic decisions about choice of products, meeting needs of customers, gaining advantage over competitors, exploiting or creating new opportunities etc.
Operational Strategy - is concerned with how each part of the business is organised to deliver the corporate and business-unit level strategic direction. Operational strategy therefore focuses on issues of resources, processes, people etc.


In its broadest sense, strategic management is about taking "strategic decisions" - decisions that answer the questions above.

In practice, a thorough strategic management process has three main components, shown in the figure below:


This is all about the analysing the strength of businesses' position and understanding the important external factors that may influence that position. The process of Strategic Analysis can be assisted by a number of tools, including:

  • PEST Analysis - a technique for understanding the "environment" in which a business operates
  • Scenario Planning - a technique that builds various plausible views of possible futures for a business
  • Five Forces Analysis - a technique for identifying the forces which affect the level of competition in an industry
  • Market Segmentation - a technique which seeks to identify similarities and differences between groups of customers or users
  • Directional Policy Matrix - a technique which summarises the competitive strength of a businesses operations in specific markets
  • Competitor Analysis - a wide range of techniques and analysis that seeks to summarise a businesses' overall competitive position
  • Critical Success Factor Analysis - a technique to identify those areas in which a business must outperform the competition in order to succeed
  • SWOT Analysis - a useful summary technique for summarising the key issues arising from an assessment of a businesses "internal" position and "external" environmental influences.


This process involves understanding the nature of stakeholder expectations (the "ground rules"), identifying strategic options, and then evaluating and selecting strategic options.


Often the hardest part. When a strategy has been analysed and selected, the task is then to translate it into organisational action.

What is ESOMAR?

ESOMAR is word organization for enabling better research into markets, consumers and societies.

With 5000 member in 100 countries, ESOMAR's aim is to promote the value of market and opinion research in illuminating real issues and bringing about effective deccision making

To facilitate this ongoing dialogue, ESOMAR creates and manages a comprehensive programme of industry spesific and thematic events publications and communications as well as actively advocating self regulation and the worlwide code of practice

Senin, 28 April 2008

Our Team

EDI WIJANARKO, Commisioner
  • Graduated from Government University of Accountancy.
  • He has joined the Government Institution Finance Superintendent Development for North Sumatra for more than 3 years
  • Joined The Government Institution Finance Superintendent Development for Tax and Earn Optimalisation in Head Office in Jakarta for more than 10 years.
  • Audit and Tax Manager in Public Accountant Paul Lembong, Jamaludin and Associate for more than 4 years.
  • Setting up by owned Public Accountant Wijanarko and Associate

MARIA BAKARY, President Director

  • She has been working for more than 25th years in the area of Marketing Research and handling various project.
  • She has experienced in Marketing Research Specialing in Quantitative and Qualitative.
    She worked for AC Nielsen-Indonesia till retired.
  • She has been working in the area of Customised Research, data Collection, Operation of Retail Audit, Media, Including Coding and data entry Departement

REIZA SOEDJANA, Commercial Director

  • He has been working for more than 17th years with multinational companies (FMCG).
  • He has experience covers wide range of markets, from Fast Moving Consumer Goods (FMCG) and consumer banking.
  • The scope of work mostly deal with: sales, marketing, distribution, merchandising, promotion and market development.
  • He has strength in people management, working in most Indonesian area.
  • Obtained his Bachelor’s Degree overseas

REFRINAL, Senior operation Manager

  • He has graduated from Bogor Agriculture Institute Master Majoring in Strategic Management / Business Plan and Statistic.
  • He has been written many articles in Indonesia Manager Club and Professional Entrepreneurship Club such as Sales Marketing, Fenomena Market Leader Vs Market Follower, Measurement Sustainable Brand of Indonesia Idol and many things.
  • He has had several project Research and Lecturer Quick Start Foundation, Institute & Research, Pocari Sweat, Logic Management & Consultant Bogor, IDB Project in Kendari, Tazkia Business School & Polytechnic KENT Bogor and so forth.
  • He become keynote and speaker in various seminar such as Toward to Sustainable Competitive Advantage by Profec, Integrated Marketing for BMT by Permodalan National Madani Tbk, Pertarungan Sengit dalam pasar minuman Isotonik by PT.Amerta Indah Otsuka, Macro Business Review, Architecture Bank of Indonesia and Good Corporate Governance by BRI College Jakarta.

ATYANTO SAKSONO, Finance and General Affairs Manager

  • Atyanto has experience in banking industry and marketing research company since 1995
  • He has proven his capabilities in managing the financial, accounting dan general affair.
  • He has ability and expert in finacial ratio analysis, SPACE and others


  • Hakim has experience in Marketing Research since 2000.
  • Hakim has proven his capabilities in managing the field force and maintaining good relationship with a nationwide field team.
  • Previously, as A Branch Head for West Java areas.

YUNUS RIZAL, Head Data Processing & Analyst

  • Yunus has experience in Marketing Data Processing and Analyst since 2000.
  • Since 2001 he has been handled various Data Processing and Analyst such as Competitive Research, Marketing Research, New Product Development in FMCG.
  • Yunus also has experience in some area of data Information such in raw data (ASCII, SPSS) and Advance Analysis.
ALEX ISKANDAR, Senior Data Processing & Analyst

  • Alex has experience in Data Processing and Programmer since 1998.
  • Since 1999 he has handled various data processing and programmer as marketing research.
  • Alex also has experience in some area of data information such in raw data (ASCII, SPSS) and data tabulation.

SRI BUDAYATI, Field Coordinator

  • Sri has experience in Marketing Research since 1995.
  • Sri has proven his capabilities in coordinating the field force and maintaining good relationship with a nationwide field team.
  • Previously, as a supervisor and field coordinator for some area.

KOMARIAH HILMAN, Field Coordinator

  • Hilman has experience in Marketing Research since 2002.
  • Hilman has proven his capabilities in coordinating the field force and maintaining good relationship with a nationwide field team.
  • Previously, as a field supervisor and field coordinator for some area.

MASKURI, Support Staff

  • Maskuri has big contribution to support all activity in Field Survey Indonesia.

Collaboration and Offering

FSI dengan bangga akan bekerjasama dalam mendukung pengembangan riset pada setiap instansi pemerintah dan swasta. Kami juga dengan bangga dan senang hati akan melakukan riset untuk kebutuhan pemerintah (Kementerian/Departemen) dan pemerintah daerah mulai dari propinsi hingga ke tingkat kecamatan. Demikianpun untuk kepentingan bisnis perusahaan, FSI tidak menutup peluang untuk melakukan aktivitas riset hanya pada satu lokasi (kota/kabupaten/kecamatan) dan mengakomodasi keperluan sebuah riset untuk kepentingan pribadi (perorangan).
FSI menawarkan bentuk kerjasama yang menguntungkan dengan mengedepankan kualitas riset dan memantau implementasi dari hasil-hasil riset di lapangan, yang mendukung visi, misi tujuan perusahaan/organisasi client. Sebagai wujud dari tanggung jawab atas kualitas, pada setiap aktivitas riset,
FSI akan mengundang perwakilan perusahaan menjadi anggota tim riset kami, yang akan mengawasi sejak proses survey berlangsung, Penginputan Data, hingga Analysis Data. Pada proses lanjut, kami akan bersinergi dengan client membentuk aliansi strategi dalam bidang riset yang akan mengantarkan perusahaan anda menuju keunggulan bersaing yang berkelanjutan (Sustainable Competitif Advantage).
FSI dengan senang hati akan menerima tawaran kerjasama dan mendiskusikan bentuk kerjasama riset yang lebih fokus dengan client. Dan kami dengan senang hati akan mempresentasikan ide-ide riset kami dengan client.

Our Sevices


  • Sample acquisition (Random and Quota sampling)
  • Hall test and Mall intercept
  • Door-to-door or Home Interviews
  • Face-to-face Interviews in site
  • Executive interviews
  • Mystery Shopper
  • Business to Business (B2B)
  • Validation service


  • Pre-Recruit and recruit for Focus Groups,
  • Interviews (Face-to-face)
  • Transcription and note taking
  • Qualitative Depth Interviews

Data Processing

  • Full data processing service
  • Coding and punching
  • Verbatim
  • Custom programming
  • Cross tabulations
  • File conversions.


  • All Statistical analysis base on SPSS (Basic analysis, Biplot analysis, Corespondence analysis, Perceptual mapping analysis, Sensory product analysis, etc)
  • Structural Equation Model (SEM)
  • Strategic Analysis (Competitive industry analysis, Internal Factor Evaluation (IFE) analysis, External factor evaluation (EFE) analysis, Competitive profile analysis, Internal External (IE) analysis, SWOT analysis, SPACE analysis, Boston consultative group (BCG) analysis, General electric (GE analysis), Quantitative strategic planning (QSP) analysis, etc

Quality Control Data

FSI telah membuat cetak biru riset (blue print), dalam bentuk desain yang unik, komprehensif dan kompetitif. Metoda riset dirancang sedemikian rupa dengan standar kuliatas yang tinggi untuk sebuah riset (high quality research) sehingga hasil-hasil riset dapat dijadikan landasan berpijak bagi client untuk melakukan kaji ulang, mendesain dan merumuskan sebuah strategi bagi organisasi/perusahaan.
Sistem Quality Control data dilakukan dengan proses yang sangat ketat, dan pada proses-proses tersebut FSI memberikan akses penuh dan seluas-luasnya kepada client untuk mengikuti setiap proses, mulai dari proses rancang kuisoner (questionnaire design), survey lapangan (Field survey), Penginputan Data (Data Entry), Analisis Data (Data Analysis), hingga pelaksanaan workshop sebagai rangkaian akhir aktivitas kerjasama riset. Khusus untuk penginputan data, kami melakukan proses Double Entry untuk meminimalisir hingga ke tingkat nol persen kesalahan akibat penginputan data.
FSI sangat berkepentingan dan akan membantu proses pengimplementasian hasil-hasil riset, yang akan mengantarkan setiap organisasi/perusahaan siap bertahan dan memenangkan kompetisi/persaingan yang berkelanjutan (sustainable competitive advantadge). Untuk itu FSI sangat mengerti dan menjamin penuh kerahasiaan sebuah data riset dengan perjanjian tertulis. Setiap client bagi FSI adalah Exclusive dan special, sehingga kami sangat commit untuk selalu memperbaiki kualitas kinerja terutama dalam manajemen pengelolaan data.
FSI Didukung oleh sumberdaya manusia yang unggul, dengan latar belakang pendidikan dan sangat berpengalaman sebagai praktisi riset di perusahaan-perusahaan terkemuka baik pemerintah maupun asing, dan berpengalaman melakukan riset-riset di berbagai perusahaan dan lembaga pemerintah. Dengan ketajaman nalar yang terlatih dan terasah oleh pengalaman dan pengetahuan, kami akan mengumpulkan setiap fakta yang diperlukan di lapangan, dan mengubah data itu menjadi fakta. Pada tahap lanjut data-data yang terkumpul akan ditransormasuikan menjadi informasi yang menjadi landasan berpijak bagi perusahaan untuk mengambil kebijakkan berdasarkan pengetahuan (wisdom base on knowledge) sehingga menjamin setiap pengambilan keputusan didasarkan oleh fakta yang komprehensif.
FSI memiliki jaringan yang luas di lima pulau utama di Indonesia (Sumatera, Jawa, Bali, Lombok, Kalimantan dan Sulawesi) dan hampir semua kota besar di Indonesia, diantaranya Medan, padang, Pekanbaru, Jambi, Bengkulu, Palembang, Lampung, Bandung, Banten, Sukabumi, Garut, Tasikmalaya, Cirebon, Semarang, Magelang, Salatiga, Pekalongan, Tegal, Solo, Purwekerto, Cilacap, Surabaya, Kediri, Madiun, Malang, Jember, Jogjakarta, Pontianak, Balikpapan, Samarinda, Banjarmasin, Manado, Gorontalo dan Makassar. Selain kota diatas FSI senantiasa siap melakukan riset di kota-kota kecil selain disebutkan diatas berdasarkan permintaan client. Adapun ragam riset yang telah dipersiapkan untuk kepentingan client, mencakup field work dan desk research (data sensus, dll).

Vision, Mission and Value

Menjadi lembaga riset terkemuka dengan spesialisasi pada aktivitas lapang (field work activitiy) yang berorientasi menghasilkan data yang akurat, terpercaya dan berkualitas tinggi.

  1. Menjalin hubungan jangka panjang (long-term relationship) dengan organisasi pemerintah/swasta, melalui kerjasama riset.
  2. Menjadi partner strategis (partnership strategic) bagi perusahaan atau lembaga atau perseorangan untuk memberikan dukungan (supporting) bagi keberlanjutan (sustainability) bisnis maupun program-program yang telah berjalan, sedang berjalan dan akan datang dengan kuatitas tinggi dan menjadi asset bagi sebuahy kemajuan yang berkelanjutan.
  3. Membentuk aliansi strategi (strategic alliances) yang bermartabat dengan setiap lembaga, mengedepankan kualitas kerjasama yang saling menguntungkan, dengan mengutamakan kepuasan klien (client satisfaction).
  4. Secara berkelanjutan melakukan proses kaji ulang (improve) terhadap kinerja lembaga FSI secara terus menerus, sehingga memberi kontribusi yang tak terbatas bagi pelanggan dan meningkatkan kerjasama dan membentuk Networking Organizations.
  5. Secara meyakinkan menjadikan segala bentuk kerjasama pada tingkatan yang terintegrasi secara vertikal (vertical integrations) yang bermasa depan, bermartabat, berwawasan, berkelanjutan, beretika dan saling menguntungkan. Kejujuran (Honestly)


  1. Tanggung Jawab (Responsibility)
  2. Kualitas (Quality)
  3. Integritas (Integrity)
  4. Komitmen (Commitment)
  5. Kerjasama (Partnership)
  6. Hubungan (Relationship)
  7. Jejaringan (Networking)
  8. Kepuasan Pelanggan (Customer Satisfactions)

About Us

FIELD SURVEY INDONESIA (selanjutnya disebut FSI) adalah sebuah lembaga hasil merger antara dua lembaga riset yaitu MAB dan SQA, yang didirikan oleh para praktisi dari perusahaan terkemuka dan researcher berpengalaman lembaga riset terkemuka. Sejak berdirinya, lembaga ini fokus pada bidang field work activity