A PROPOSED STRATEGY IN LANDSCAPE DESIGN BUSINESS DEVELOPMENT OF RUMAHPOHON STRATEGIC BUSINESS UNIT USING STRATEGIC MANAGEMENT APPROACH

• Main Author: RAHARDITO (NIM : 29107322); Pembimbing: Leo Aldianto, MSAE., MBA., BAYU
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/15146
• Institution: Institut Teknologi Bandung

RUMAHPOHON studio, a Strategic Business Unit of PT. Harda Inti Pratama, was founded by young telents, who have huge passion in world of garden design and green architecture. RUMAHPOHON is focusing in service business of Landscape Design & Build in creative industry, subsector architecture. Creative Industry had gave a significant contribution for Indonesian GDP, with a contribution value in the amount of 6,28% in 2002-2006. In 2006 the economic contribution was 5,67% from total Indonesian GDP, which is equal to 189,4 trilion rupiah. In 2006, Creative industry subsector, which had GDP Growth above the average was Architecture subsector in amount of 11.98%. Therefore, there is a huge business opportunity locally or globally in creative industry, especially architecture subsector. <br /> <br /> <br /> RUMAHPOHON had passed through the pre-operation phase and now facing the growth phase. However, RUMAHPOHOH has not able to gain profit upon its business activity. Based on Porter’s five forces and SWOT analysis, the root of problems are the imprecise STP and a non optimum mechanism of service marketing strategy by offline method and online method, which have been executed by RUMAHPOHON marketing team. <br /> <br /> <br /> The businsess solutions for RUMAHPOHON are redefine the STP, apply the internet marketing mix principles, in relation with the interactivity and individualization of internet user, to manage RUMAHPOHON website content. RUMAHPOHON have to change old marketing strategy into a new internet marketing strategy using online media, to directly reach and involve the targeted costumers. RUMAHPOHON have an alternative strategy, which is only being a business brokerage using the power of World Wide Web. <br /> <br /> <br /> The strategic implementation plans are divided into short-term, medium-term, and long-term. Short-term plan emphasizes at the phase of internet marketing activity in targeting the new STP.