Qasa Consulting is a consulting firm with international standards
offering three unique distinctive services: Research, Strategic Consulting, and
also Business and Marketing Support Services.
We establish a partnership with clients in order to identify market improvement
opportunities through our state of the art research approach,
thus pinpointing their most critical challenges through benchmarking,
and transform the findings into market enhancement programs thus gain
a competitive edge in market competition.
5. 5 5
WINNING COMPETITION WITH US
Qasa Strategic Consulting consists of a group of market research and marketing consulting
professionals striving to be the added value provider of strategic market-based consulting services,
facilitating our clients’ goals for success in today’s fierce market competition.
Our clients have benefited from our customized client oriented services:
State of the art research approach with proven accurate and
diverse data collection supported by quality assurance systems.
Working in partnership with clients to gain an understanding
of dynamics and uniqueness of the company.
Strategic analysis from the eyes of our client with a concise overview.
Actionable recommendations to address the heart of the problems.
Facilitate clients with skilled and experienced field support teams
for strategic implementation programs.
Qasa Strategic Consulting partners with clients in
various industries to identify market opportunities,
address their most critical challenges, helping transform
opportunities into business development actions.
Our appoach is customized, combining an in depth
insight of the companies and markets dynamics.
This ensures that our clients achieve sustainable
competitive advantages that secure continuous results.
We aim to be a partner for our clients to win
the market competition; for this reason,
we are committed to:
Creating competitive advantage through unique
Building capabilities and mobilizing organizational
strengths and opportunities
Driving a sustainable impact
All projects are treated with
adherent confidentiality of client
information (Non Disclosure
Agreement). Our purposes are not
misrepresented in obtaining
intelligence and information.
We convey promises we can deliver.
We invest meticulous reviews in
considering our actions and ask
whether we can defend them
openly throughout time.
We provide deliverables to clients
that are of the highest quality by
our standards as well as those of our
clients, striving to exceed them.
We do not compromise our
intellectual integrity for special
6. OUR CONSULTING
INDUSTRY/MARKET EXPERTISE COMBINED
WITH CLIENT PARTNERSHIPS
Qasa embraces solid market and functional expertise to
the challenges our clients face, we have developed unique,
practical, and proven approaches to help simplify
complecity of our clients market issues. This applies in
research, consulting as well as in our business and
marketing support recommendations.
In research, we have established a world-class standard
system of data collection and prompt field networks
throughout the country to ensure high quality outputs and
cover nation-wide markets. Through experience, Qasa has
also developed analytical tools and modelings to simplify
relationships amongst variables in order to get a clear
insight of market dynamics.
In all of our services, we work in depth with our clients
offerring tailor made solutions yielding the greatest
competitive advantage and value for our clients, and
recommend the organization to act and to drive tangible
EXPERIENCED TALENTS WITH DIVERSE
Qasa consists of multi industry talents with diverse
education backgrounds from basic sciences such as
statistics, mathematics up to economics, geography,
demography, business, IT, and Marketing.
Prior to Qasa, most of our team worked with renowned
multinational corporations, predominantly in sales,
marketing, supply chain, production, and customers care
areas. also In addition, many have also spent years of
working experience with world-class business consulting
and research agencies.
Our teams at Qasa have worked for various Fast Moving
Consumer Goods companies such as Coca-Cola,
British American Tobacco, LG and Indosat. Equipped with
solid background in prominent firms such as Coopers &
Lybrand, enhanced by experience in the Australian Trade
Commission as well. Qasa brought these diverse talents
into projects using what we call the Qasa approach and
methodology, which continously evolves, based on in
depth and sound market/industry knowledge and
Qasa Consulting was formally established in 2002 after
being a division for one of the largest marketing research
companies in Indonesia, Deka Marketing Research,
for many years.
We initiated the firm with 2 consultants in a humble
twelve square meters room at Deka’s office in 2002;
currently we employ 12 full time qualified consultants
from various industries and educational backgrounds.
If required, we also have strategic alliances with reliable
freelance consultants of ad hoc speciality for specific
Between 2002-2007 we focussed our services within the
retail and business to business research, today whilst still
maintaining the research division; we have developed
two new divisions which are Marketing Consulting and
Business Marketing Support
For research and marketing support, currently,
Qasa possesses an established field operations
infrastructure in 6 cities and active networks in 120
cities within Indonesia. This makes Qasa, if not the first,
probably the second largest field networks operation in
FIRMS THAT WANT TO PENETRATE AND
EXPAND THE INDONESIAN MARKET
Our clients are multinational corporations, large local
businesses, nonprofit organizations, and government
agencies. We strive to develop long-term partnerships
with all of our clients. They are expanding their
businesses and seeking market advice in order to:
Understand the market for qualified
Strategically penetrate new market opportunities
Assess feasibility of products/services
in new markets
Select qualified best locations
for their retail presence
Monitor competitors movement and expansions
AMBITIOUS FIRMS WISH TO
CONQUER TODAY’S FIERCE MARKET
As our main projects predominantly are geared
towards market issues, we strive to drive competitive
advantage and performance. We provide the how to
win market competition by understanding the market
and its structure.
Monitor market movement, acceptance of newly
launched products, new packaging, and
new price utilizing our Store Audits
Reveal factors hindering low sales and distribution
performance of specific products
Evaluate the effectiveness of retail and market
activation programs executed
Evaluate the effectiveness of POP Materials at store
Understand shopper/consumer behaviour,
preference and perception
Qasa’s abundant and diverse wealth of knowledge covers major industries and their most crucial
business issues. Our broad range of expertise and clean-slate approach to finding solutions has led
us to develop new ideas that quickly become a standard and benchmark of success. Our objective is
not simply to apply best practices, but to invent it. We think creatively and partner with our clients
to solve their toughest or simplest challenges.
Analysis & Analitical
I. RESEARCH SERVICES
Our research capabilities include applications for
consumer marketing, retail, B2B, competitor
intelligence, and social issues.
Regardless which research application we’re
commissioned, we commit to deliver high quality work
that goes beyond data collection and tabulation -- from
end to end research process.
The Retail Research has been Qasa’s signature of
services. We provide a holistic view on retail world,
coupled with unparalleled service levels, and tools that
help our clients to use information correctly to address
specific business issues and make qualified decisions.
In QASA, we believe that winning retail/channel
strategy are results of ‘prerequisite’ understanding. As
highlighted in the above model, we initiate the process by
Channel Segmentation Study – to properly segment the
channels based on solid underlying factors.
The result of this study will then feed into Channel Power
Dynamics Study. In this study, we will identify factors con-
tributing (and to what degree it’s effect) to the sales per-
formance of your product in specific type of channels.
Ideally, the result of this study should then be combined
with the result of Shopper Behavior Study – which will
portray consumer purchase behavior within a given
channel. With these understandings, our clients are
equipped to make better marketing/sales resource
allocations according to each channel’s characteristic and
dynamics to generate favorable and sustainable business
A. Retail Research Product
To make sound marketing decisions, it is essential our
clients have accurate and timely information pertaining to
factors influencing their sales/marketing initiatives. In this
light, we have developed a series of products that assist
and provide various key information/insights to suffice our
1.Qasa Store Audit solution provides sales related
information, based on information obtained and
solicitation at retail point-of-sale.
2.Qasa Retail/Channel Segmentation Mapping the
3.Qasa Channel Power Dynamics, information on key
performance indicators and the degree of influence in
sales output in each specific channel type.
4.Qasa Shopper Behavior, consumer purchase behavior at
the retail point-of-sale.
A.1. QASA Store Audit
This tool is used to acquire information on product
movement, market share, distribution, promotional
effectiveness, pricing and other market-sensitive
Through QASA e-data collection system, our e-based data
collection tools, we are able to gather instant key sales
performance indicators. Serving as a highly accurate
solution in obtaining quick performance reviews and
developed a processing software customised for periodical
store audit, capable of processing large size series of data
and user friendly clients own analysis.
A.2. Qasa Retail/Channel Segmentation
“Aim before you shoot” is the spirit behind this tool. We aim to provide our
clients with qualitative and quantitative facts and knowledge surrounding the
specified market place they are operating. Our retail/channel segmentation
study uses sophisticated yet applicable statistical approaches, ensuring that it
is scientifically robust yet highly relevant for day-to-day application in the real
A.3. Qasa Channel Power Dynamic
Making the right investment decision in retail is one of the toughest jobs within
Trade Marketing Strategy. Using various statistical methods that help our clients
by identifying all possible factors impacting the sales result at channel level and
determining how big each element contributes to the sales achievement.
A.4. Qasa Shopper Behavior
Shopper/Consumer is a study that reveals consumers’ purchasing behavior
from all outlets they visit and provide valuable insights into who is buying, key
influencers, the amount of shopping basket, priority shopping list, method of
payment, etc. Using store intercept method, we can ensure ‘first hand’
information is gathered from the consumer, to analyze and best portray the
targeted shopper behavior.
A combination of research methods to gather data including: Video Recording,
Observation, Customer Interviews, and Staff Interviews.
B.Customized Retail Research
We have done various tailor-made researches, just to name a few: Price survey,
Pre & Post activation sales impact, Sales and Distribution Drivers, Retail census,
etc. Our experienced team will start the process by discussing with clients on
their specific business issues and their request for information/insights/
intelligence (3 i). Therefore, the research output will be very much aligned with
our clients’ expectation.
II. COMPETITOR ANALYSIS
Competitive Analysis Services delivers strategic counsel,
in-depth market knowledge; competitive analysis and
a business-oriented focus to due diligence projects
that quickly assist corporations, manufacturers, service
providers as well as private equity clients evaluate new
technologies, new market opportunities and new business
The analysis examines the effectiveness of business
strategies and identifies and measures features that are
critical to a firm’s success.
Competitive Analyses combine Qasa’s proven
methodology with a custom set of criteria specific to each
client’s business requirements and objectives.
This type of evaluation enables clients to objectively
compare their product or offering with those of its
competitors’ and identifies ways to better meet its
Qasa typically examines each competitor’s product or
service offering, facing our client, across the following
categories of evaluation:
Competitive Positioning / Market Share Analysis
Business and Pricing model Utilization
Comparative Technology Evaluation
Products features Comparison
Business Relationships, Partnerships,
Joint Ventures, etc…
Distribution Sales Channel Analysis
Marketing Strategy Evaluation
Strength and Weaknesses Analysis
Qasa’s B2B Research specializes in obtaining market
information direct from the people who matter (key
opinion formers/key influencers) – businesspeople,
industry experts and customers – in order to answer the
most difficult questions facing your business. Be it the size
and key segments of a target market, evaluate the
competition, or understand how to tailor or better convey
the advantages of your offerings.
Qasa’s proven B2B Research Methodology provides a
bespoke service with no ‘off the shelf’ packages to sell, and
utilize both qualitative and quantitative techniques. Qasa
works with businesses in a variety of ways to find answers
to marketing problems.
Defining the problem – What are you trying to achieve,
who are you trying to influence?  How does the product
work in terms of its technical attributes?  Who are your
key competitors?  In the absence of a brief, we can take
on this role for you, and ensure that the research has clear
objectives and provides you with key answers to your key
Action Oriented Results – We don’t leave you with a
presentation filled with data you have to digest and
interpret yourself, we will ensure that you are clear about
what you have to do moving forward.  Should it be
required, we are capable to conduct ‘Back end workshops’
to help disseminate findings, or to discuss taking the
results into further motion.
Highly effective marketing requires a thorough appreciation of the market. Qasa
believes that as market competition accelerates, research solutions must be
delivered faster and more cost-effectively than ever before. Through strong
collaboration between our marketers and researchers, we work to understand
our clients’ business environment and marketing requirement, then seeking
solutions to meet the respective business challenges.
Success in marketing comes from market understanding and consumer
behavior towards your brand and your competitor brands. Perception
Clients obtain qualitative and quantitative measures of consumers’ attitudes
and purchasing behavior, customer satisfaction, brand awareness and equity,
advertising effectiveness and other marketing issues.
Shariah research is new to us, as to any agency in Indonesia. However, we have
developed internal capabilities in handling shariah related marketing
issues by adding more resources and trained available resources with in depth
shariah knowledge. We believe that Shariah marketing is not only a marketing
complimented with Shariah, but Shariah has a significant role in marketing, it
is an understanding of the importance of ethical values and morality upheld in
With the significant growth of Shariah-based institutions in recent years (i.e.
Islamic Banking, Islamic Capital Market, Takaful, and other institutions), Qasa
embarked in providing assistance mainly in segmenting, targeting and
positioning shariah products and services in Indonesia. Qasa also aims at
providing consumer insight in shariah product development process; it is
because we believe that at the very end, consumers aspects should be taken
into account in developing the product.
13. Social Research
Qasa has expanded capabilities in conducting research in socio-economic and
public health issues by developing networks with experts from highly reputable
universities across the countries. Research projects are undertaken from start
to finish – inception, design, administration, fieldwork, analysis and reporting.
Research is tailored to the client’s requirements and the study objectives.
Research techniques available include:
Qualitative research – focus groups; in-depth interviews;
Quantitative research – survey design, survey management, statistical
analysis (including face-to-face, telephone and internet surveys)
Desk research and literature review
Project reporting to the highest standard.  A critical skill offered at not
merely presenting research findings, but drawing meaningful conclusions
and, where appropriate making actionable recommendations.
14. III. CONSULTING SERVICES
A. Marketing Consulting Services
Fully equipped with extensive market, industries, retail, and consumer
knowledge, QASA Marketing Consulting Services are producing ‘business
sound’ marketing recommendation for our clients. With extensive cross
industrial experiences, our consultants have comfortably positioned
themselves as ‘partner’ to optimally works alongside our clients in addressing
their marketing challenges.
B. Strategic Business Services
Qasa’s Strategic Business Services (SBS) provides inevitably a more complicated
than the conventional market research which includes the normal consumer
research. Opposed to the conventional market research, marketing
information by observing the environment of their location and that of the
competitions location are a low cost alternative to garner information from
potential and existing customers.
Qasa’s SBS can help your company make smarter business decisions by
identifying key data based on your specific needs. By gaining greater insight
into the needs, wants aspirations and composition of your target audience and
your competition and implement more successful marketing solutions. Qasa’s
SBS can give you a multi-dimensional view of vital factors that can affect your
company’s position in the marketplace.
B.1. Entry Strategy
Entering a new market with an existing product or service is hard enough - but
introducing a new innovation into a new market is an even greater strategic
challenge. Whatever the requirement, success depends on understanding the
specific opportunities that lie at the intersection of consumer/customer needs,
industry trends, future aspirations and your ability to deliver.
What can Qasa’s Entry Strategy Services offers?
Past, present and future facts-based consulting to guide market entry
strategy and decision-making
Provide domestic market entry strategy options
Thorough and Complete competitive analysis
Deciding whether to enter markets
Establishing the opportunity and right fit
Determining how to go to the market
Evaluating the offerings, partners, channels, customer targets
Creating a roadmap for effectively acting on the dynamics and complexity
of emerging markets
Dealing with emerging competitive and partner scenarios
Qasa Strategic Business Strategy draws on its Consultants,
Analysts, and proven tools and methods to help you identify
and execute on, new market opportunities. In a typical
Market Entry Strategy consulting engagement it will cover:
Market sizing, segmentation, and forecasting
Emerging and established competition
Channels, Key influencers
Market roadmap development
B.2 Market Assessment
A good Market Assessment usually reveals local
competitive landscapes where there could be services and
products that are only offered in the local market, which
might be your biggest competition eventually. It may also
enlighten you on Indonesia’s government regulations that
are unique to other countries as well as local specific
“standards” that your services and products must comply
with to even start the business.
Qasa’s Market Assessment Service is designed to identify
the broad potential market for new product areas,
processes or services. The possibilities may relate to
innovation, to new developments for an existing product,
or to a new business stream for an existing business. The
process is not designed to replace a full market study,
but it is designed to enhance businesses closer to making
Quick Market Assessment. Come to Qasa and ask us what
the market looks like for your service/product. We will
come back in less than 1 week and give you a hands-on
data which would probably be worth much more in both
quantity and quality than what you may have obtained
in the first 12 months of being here in Indonesia on your
own. Get a head start with Qasa.
Therefore, we offer our clients a fully fledged “Market
Assessment Service”. However, there is one thing that
makes Qasa services a bit different from that of other
marketing research firms. It is the SPEED. Because Qasa
deeply believes in “actions” and we believe sometimes
“first to market” is more effective in business than “perfect
plans”, we offer our clients a set of “Quick Market
Assessment Service” which compile data within a very
a short time span.
B.3. Business Match Making
The objective of the service is to establish sustainable and
profitable business ventures between Foreign/Local
investors and local companies.
The most common form of partnerships involves:
Long term project co-operation
Market collaboration / development
This is achieved through the development of business
partnerships which not only foster transfer of technology
and the exchange of business skills but also to gain mutual
IV. QASA Headhunter Services
Currently, one of the most difficult tasks in the organization
is finding good qualified persons to fill strategic positions
and how to retain them. As Marketing and Sales consult-
ing provider, we recoqnize these issues and commit our-
selves to help our clients find professional talents required
for achieving the target in their organization. We assist our
clients in the phase of recruitment. Therefore, our services
are custom-built accordingly to meet the requirements.
Our Headhunter Services only specialize in sales and mar-
keting positions. We are highly focused in providing clients
the suitable candidates with the best of the best available
in the market. Our recruiting experts have spent a lot of
time in the marketing and sales area. We are aware of the
business and the specific qualities to look for in candidates
and we have excelent networks with the industry to search
V. BUSINESS SUPPORT SERVICES
FIRMS SEEKING TEMPORARY
SOLUTION FOR ITS STRATEGIC
assistance to implement business, trade, sales and market-
ing strategic actions during transitional periods. Qasa has
evolved not only in providing research and consulting, we
also provides the following assistance to our clients:
Facilitating industry/Firm business mission exploring
opportunities/ selecting potential partners
Providing assistance in obtaining
License and permits
Trade promotion support
Trade/Industry Representative support
Sales and Marketing Support:
New Strategic Account Development
New channel sales and marketing support
Product launch support
Store tracking support
18. PT. QASA Strategic Consulting
Jl. Prapanca Raya No.113,
Kebayoran Baru, Jakarta Selatan 12160,
Ph : +62 21 721 0225 (Hunting),
+62 21 725 0927
Fax: +62 21 721 0369