RECOMMENDATION DEVELOPMENT STRATEGY BTC: STRATEGIC POSITION AND THE IMPLEMENTATION

• Main Author: ARIESA DEWI (NIM : 29108357); Pembimbing: Dr. Ir. Moh. Toha, MARSELYNA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/16376
• Institution: Institut Teknologi Bandung

BTC Fashion Mall is one of mall at Jl. Dr. Djunjungan no.143-149 Bandung. BTC is first commercial property by PT. Bandung Inti Graha (PT. BIG) which build in rental space concept. From beginning in 2003 until 2009, BTC has been changed three positioning from BTC Bandung Trade Centre, BTC Family Trade Mall, until the last is BTC Fashion Mall. When BTC going to Fashion Mall, there is declining in total consumer’s BTC itself (length <br /> <br /> <br /> of time: December 2009 – February 2010). The goal of BTC as an object in tesis is to know what the best best strategic for BTC and how to implement the strategy. Data collect by interview and quesioner. For quesioner used purposive sampling with number of sample is 272 responden. Eksploration business issue do with 3 approach: societal scanning, task scanning(Porter's Five Forces model), and Important Performance Analysis 4 Kuadran. Based on the exploration business issue, will make strategic development and the implementation. <br /> <br /> <br /> Strategic suggestion to implement are change tenant concept, maximal tenant gathering, make midnight sale and BTC club member, improvement in IPA 4. Implementation strategy is step by step.