MARS Indonesia is aiming to be the largest Data Provider and Marketplace in
Indonesia, so to adapt with this market demand; MARS Indonesia must have configured
new business strategies to increase their Market shares in Indonesia. One of the business
strategies is to leverage a growing business unit called ―Indonesia Data.‖ Indonesia Data
is the DaaS business unit that provide online and offline data research.
To effectively capitalize quickly captured as the ―big chunk‖ of the research market
industry, MARS Indonesia needs to quickly respond to the following questions:
1. What is the strategy of MARS Indonesia to generate Indonesia Data business unit
to fulfill forecast market share in following years?
2. Should MARS Indonesia set the Indonesia Data business unit under a new
company by creating a separated structure or should maintain Indonesia Data is
as a business unit to get maximum profit in next following years?
3. Third, how will be business model of Indonesia Data in the future after MARS
Indonesia already decides the decision plan?
To analysis the problem identifications above, the authors conducted through
quantitative analysis. From the data analysisthe authors will find the best conclusion and
recommendation for the implications in the company. 7p theory, VRIO Analysis,
PESTLE, Porter 5 Forces, SWOT analysis, the Theory of Firm, Competitive advantage
and Business Model Canvas, will be used as the author’s analysis to find the best
solutions for the problem that occurs.
As the result, Indonesia Data business unit need to improve their product, promotion,
competitive advantage, and key suppliers to grow its market capitalization in research
market industry. In another hand, Indonesia DataMustEstablish/investment on new
organization (separate from PT MARS) by external funding since they lack of investment
from internal.


Supervisor: Roy Sembel