Market Research in Surabaya

Dubbed as the “city of heroes”, Surabaya is known for its rich history and cultural heritage. It also boasts tasty traditional food, shopping scenes, and vibrant nightlife.

Due to the significance of the Battle of Surabaya in igniting Indonesian and global support for Indonesian independence during the Indonesian National Revolution, the city is known as Kota Pahlawan (the city of heroes). This second largest city in Indonesia is also famous for the following:

• Historic structures such as the Red Bridge, the Submarine Monument, and the Chinese Temple can be found along the Surabaya Heritage Trail
• The renowned Masjid Al Akbar, which is one of the largest mosques in Southeast Asia
• The Surabaya Zoo, which is one of the oldest zoos in the world.
• The renowned Masjid Al Akbar, which is one of the largest mosques in Southeast Asia
• Exciting retail and nightlife scenes, which feature both contemporary shops and historic markets.
• The local cuisine of Surabaya, including sate, tahu petis, and rawon (beef soup) (tofu in fermented soybean paste)

Benefits of Doing Business in Surabaya

Market research in Surabaya features the benefits in doing business in this city; they include the following:

1. Promising Tourism
   Both domestic and foreign travelers enjoy visiting Surabaya, which has been attempting to grow its tourism sector. The city has been emphasizing its natural beauty, including its beaches and mountains, as well as its historical and cultural attractions. Since the city is the economic and industrial hub of Indonesia, it also tries to promote MICE tourism (Meetings, Incentives, Conferences, and Exhibitions).
2. Affordable Operational and Labor Costs
   Compared to other major cities in the area, Surabaya’s labor expenses and cost of living are often lower. Additionally, Surabaya has a sizable pool of accessible skilled personnel, which might assist in lowering labor expenses for enterprises.
3. Government Support
   The Surabaya administration is keen to entice international investment and make it easy for foreign enterprises to set up shop in the city. Moreover, the city has been investing in infrastructure development, which is relatively developed compared to other cities in the region.
4. Strategic Location
   Due to its location on Java’s northeastern coast, Surabaya serves as a significant regional transportation hub. The city is well-served by a major port, an international airport, and several major motorways, making it a prime site for businesses engaged in logistics, import, and export.
5. Growing Consumer Market
   Over 4 million people call Surabaya home, and more individuals are expected to move there in the upcoming years. Businesses now have a great chance to reach a huge and expanding consumer base.

Business Challenges and Opportunities

Market research in Surabaya can help one grasp the numerous business and investment challenges and opportunities.

Challenges

There may be high competition and saturation in certain industries such as retail and wholesale trade, real estate, and logistics. It’s worth noting that saturation in an industry can vary over time, and it is always recommended to conduct thorough market research before starting a business in any industry. Moreover, although English is a required subject in schools, the fluency and competency levels of the locals might vary. Basic English proficiency is rather widespread in the city, but it may be less so among those who can communicate effectively in English for business purposes.

Opportunities

There are several business opportunities in Surabaya such as e-commerce, tourism, manufacturing, healthcare, education, and real estate. The population and popularity of Surabaya are growing, and with it is the increasing demand for online marketplaces, hotels, restaurants, medical services, educational institutions, housing, and commercial spaces. Also, Surabaya is a major industrial center and has a large market for manufacturing a wide range of products such as textiles, electronics, chemicals, and food.

About SIS International

SIS International offers Quantitative, Qualitative, and Strategy Research. We provide data, tools, strategies, reports, and insights for decision-making. We also conduct interviews, surveys, focus groups, and other Market Research methods and approaches. Contact us for your next Market Research project.